A day with your team before peak changes what November looks like

One day. Everything your CRM team needs before peak send volume arrives.

Black Friday and Cyber Monday will test parts of your email programme that a normal month never touches – your list, your automations, your IPs, your team’s capacity to keep up. Most of that gets found out in real time, in the week itself, which is the worst possible week to be finding it out.

This is a half day or full day with your CRM team, working through exactly what peak will ask of the programme you already have, before it asks.

Every time I’ve looked at a programme in the run-up to peak, the same three things are what nobody checked in time: list hygiene, whether the opt-in flow is still earning subscribers who actually want peak-season email, and whether the automations actually behave differently for someone about to buy versus someone who bought back in June.

What we work through

Did last year’s list actually earn its place on this year’s sends? Does your opt-in flow still ask for anything more than an email address, now that you need twice the volume out of it? And did your automations know the difference between someone about to buy and someone who already had?

Those questions are the session. Specifically:

• Last year’s peak, properly reviewed. What actually worked, what you sent that nobody needed, and where the results genuinely came from rather than where you assumed they came from.
• Opt-in quality and list hygiene for peak volume. Who’s on the list that shouldn’t be, what your opt-in is actually asking for, and what both do to deliverability the moment you increase send frequency.
• Automation and segmentation, stress-tested against peak behaviour specifically. Not your average month’s logic, applied to an above-average week.
• The campaign series itself. The run-up to peak, Black Friday and Cyber Monday included, sequenced and planned before you’re writing it during peak week.

Who it’s for

CRM and marketing teams who already run email at some scale and want this year’s peak run properly rather than assembled the week before. You leave with a sequenced plan, not a list of ideas to sort through later.

Who it isn’t for

If you’ve never sent a segmented campaign and don’t have a list worth warming, start there first. And if you already know exactly what’s wrong with last year’s peak programme and just need the hands to fix it, this is the wrong session. Say so when you get in touch and I’ll point you at something that fits better.

One session, your team, your data

Half day or full day, in person or on Zoom, built entirely around your programme. Nobody else’s case study and no generic slide deck: what you bring to the room is what gets worked on.

GENUINELY five slots, because bookings have to close by mid-November for delivery to leave you enough runway to act on it before peak actually lands. That’s the whole reason for the number, not a countdown for the sake of one.

Questions worth answering before you enquire

How is this different from a Customer Momentum Review?

A Customer Momentum Review is a validated diagnostic across your whole CRM programme, evidence over self-report, with a commercial stakeholder in the room. This is narrower and faster: one day, one problem, peak trading specifically. Book the workshop if peak is the thing on the calendar. Book a Customer Momentum Review if the question is bigger than one peak period.

Do we need someone from finance in the room?

No. That requirement sits on a Customer Momentum Review, not this. Bring whoever runs email day to day.

What if we book and can’t deliver everything before peak?

That’s exactly why the slots close by mid-November. If your dates don’t leave enough runway, say so when you enquire and I’ll be straight with you about whether it still works.

Online or in person?

Either. Zoom works fine for this. In person if you’re London-based and want the room.

Reserve one of the five slots

Tell me a bit about your team and what peak looked like last year, and I’ll come back with dates.