5 Dos and 5 Don’ts for a ‘Year in Review’ Worth Sending — Juice Analytics

4. Don’t underestimate the delivery problem.

A great year in review accomplishes nothing if it arrives from an address the recipient doesn’t recognize, in a platform they haven’t opened in months, at a moment when they’re not thinking about your relationship.

Delivery is as important as content, and it’s where many well-intentioned efforts quietly fail. Send from a name they know, in the channel where they actually operate, and time it before renewal conversations. A Year in Review sitting unopened in an inbox is indistinguishable from one that was never sent.

5. Don’t ignore sparse or missing data.

Some customers won’t have enough activity to populate a data point, and some joined mid-year. If you don’t anticipate these gaps in advance, you’ll ship an experience that feels broken for a meaningful portion of your audience, which is worse than not sending anything. The fix is building graceful fallbacks into every data point before launch: alternative content for thin data, honest framing for partial-year results, suppression logic for metrics that genuinely don’t apply. This is unglamorous work. It’s also the difference between a campaign that holds up at scale and one that generates support tickets.