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10 Ways to Reduce Subscriber Fatigue during the 2021 Peak Sale Season

It used to be that peak season ran for about 6 weeks – starting with Thanksgiving weekend, continuing through the Holidays, and finishing with the New Year’s Day sales. But that’s all changed – Black Friday is now more like Black November, and the sale and promotion activity now extends well into mid-February. And that’s before we even consider regional events like Click Frenzy in Australia, Singles Day in Asia and Blue Monday in the UK.

For email marketers, these are all great promotional opportunities, but they also mean serious subscriber fatigue and that’s bad news for deliverability – high complaints and low engagement are a recipe for poor inbox placement! Join Validity’s Guy Hanson and Danielle Gallant as they dive into this extended peak sale season. They will review:

• 2021 email volume data and trends
• The traditional and the new peak season events
• 10 proactive practices to maximize deliverability and engagement and minimize fatigue


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Danielle Gallant

Email Strategist at Validity

Danielle has 7 years of experience in the email channel, starting her career on the client-side as a marketer before moving into consulting. Her experience includes a wide array of email projects including CRM oversight, deliverability troubleshooting, content refresh, as well as ESP migrations and IP warmup planning. As an Email Strategist, Danielle tells stories with data and provides actionable, data driven solutions aimed at strengthening the relationship between brands and their subscribers. Danielle has helped to optimize email programs for senders across a variety of industries and thrives on uncovering areas of opportunity in her client’s email programs. Based in Toronto, she can often be found at the beach (yes, in the winter too!) with her dog Nixon or rummaging through estate sales for hidden treasure.

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Guy Hansen

VP of Customer Engagement at Validity

Guy is a passionate advocate for intelligent use of customer data to drive responsive sales and marketing programs. With a knowledge base spanning twenty years, he is globally recognized as an email & data expert and thought leader. Over the past decade Guy led Return Path’s global consulting team and worked with world-famous clients across 6 continents to improve their email delivery, subscriber engagement and revenue. As Validity’s VP for Customer Engagement, he continues to explore his passion for email and data and share it with his clients to maximize their program value. He’s a strong believer in giving back to his community, speaking at flagship events, providing training, and producing fresh and insightful thought leadership. Outside of work, Guy has had long-term involvement with the DMA, currently sitting on the email council and involved with key pieces of research. He is a regular contributor to the industry press, and a 3-time finalist as data storyteller of the year!


10 Ways to Reduce Subscriber Fatigue during the 2021 Peak Sale Season