Seasonal Email Sending-Health Review for Cannabis Teams

A seasonal calendar can introduce changes in workload, account configuration and sending volume. Review those changes before assuming that a December performance shift has one cause. A lower engagement figure alone is not a diagnosis.

This guide organizes the operational review around a busy period. Use the evergreen sending-health guide for the broader account discussion.

Identify the setup and its owners

Record the sending platform, domains, technical owner and support contact. Ask the provider whether the account uses shared or dedicated sending infrastructure and which controls the business actually manages. Do not apply a generic IP warm-up schedule without confirming that it fits the account.

List any planned domain, platform or integration changes. Give the technical owner time to assess dependencies before a calendar deadline becomes pressure to release unverified work.

Check current provider requirements

Google’s requirements for personal Gmail delivery include authentication and other sending controls, with additional requirements for bulk senders. Its guidance addresses SPF, DKIM, DMARC, domain alignment and unsubscribe handling. Review the sections that apply to the account rather than treating a short checklist as the complete specification. See Google’s email sender guidelines, checked October 23, 2026.

Have the responsible operator verify the configuration and retain the test evidence. Apply the relevant guidance for other destinations separately. Technical checks do not establish that a business or message is eligible under a platform’s content policies.

Review the planned change, not just the calendar

• Compare planned activity with the account’s recent sending pattern.
• Check recipient permissions and current suppression handling.
• Identify overlapping scheduled and automated communications.
• Confirm who watches delivery errors, complaint reports and provider notices.
• Agree who can pause pending work while an issue is investigated.

Do not infer inactivity from one missing signal or delete records merely to make a report look cleaner. Record the basis and authorization for account changes, and preserve required suppression information.

Prepare an escalation packet

If an issue appears, capture the time, affected campaign, error text, recent changes and available provider reports. Separate observations from suspected causes. Send the appropriate account evidence through the provider’s authorized support route, without exposing unnecessary customer information.

Changing vocabulary or disguising the business should not be treated as a remedy for eligibility, authentication or permission problems. Resolve the actual issue with the responsible owner.

Close with a documented release decision

Record which checks passed, what remains unresolved and who authorizes the next step. Keep rendering checks separate using the mobile design QA checklist. Hiigher’s account and campaign review can help organize findings and priorities; no review guarantees inbox placement.