This article covers what email senders and marketing teams should prepare across four phases of the Black Friday and Cyber Monday period; from list quality and re-engagement in the weeks before, through peak-day sending tactics, to post-event retention and review. It addresses list hygiene, segmentation, content strategy, send timing, deliverability monitoring, and the Halo Effect sequencing approach. The guidance applies to email marketers and deliverability teams managing high-volume seasonal email campaigns on SAP Engagement Cloud or similar platforms.

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