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In this newsletter, you’ll find:
📈 A Week-by-Week Plan to Widen Your List Before Black Friday
🔎 Google is getting clearer about what it trusts and how long SEO changes take
👨💻 Tweet of the day
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Together with AirOps
Your Buyers Aren’t Waiting for Better AI Measurement
Your buyers are asking AI what to buy. But when leadership asks which sales it drove, your attribution report doesn’t give you a clear answer. Waiting for one could mean losing buyers before they ever reach your site.
On October 15, join Matt Hammel, COO of AirOps, and Zak Prauer, Expert Partner, Marketing at Bain & Company, for a live conversation to help you:
Understand why waiting for perfect measurement could cost more than investing in AI search today.
See how AI search shapes brand preference, and why a recommendation carries more weight than a citation.
Decide how to invest now and what evidence to demand that your spending is creating additional growth.
You’ll leave knowing how to make the case for AI search when “we can’t measure it yet” is what’s holding your budget back.
Can’t attend the session live? Register anyway, and you’ll get the recordings in 24 hours.
📈 A Week-by-Week Plan to Widen Your List Before Black Friday
On Black Friday, plenty of brands email people they haven’t contacted since spring. Mailbox providers notice the sudden spike in volume and the complaints that follow, and placement drops on your biggest day.
Gmail asks bulk senders to keep their spam rate below 0.1% and never reach 0.3%. On 200,000 sends, 0.1% is just 200 complaints.
So bring older subscribers back gradually, starting now.
Before you widen anything, it helps to know where you stand. Omnisend, which serves 150,000+ ecommerce brands, includes a deliverability check in its BFCM AI playbook with prompts that flag warning signs before you raise volume. You can try the BFCM prompts here.
Step 1: Sort the list into tiers
Use clicks, site visits and purchases. Apple’s privacy features inflate opens, so opens alone overstate engagement.
Tier 1: engaged in the last 30 days
Tier 2: 31 to 90 days
Tier 3: 91 to 180 days
Tier 4: 181 to 365 days
Tier 5: more than a year
Step 2: Widen on a schedule
Week of October 12: Tier 1 only, at normal frequency. Note your spam rate in Google Postmaster Tools as a baseline.
Week of October 19: add Tier 2 to your best-performing campaign.
Week of October 26: add Tier 3 to one campaign.
Week of November 9: send Tier 4 a single “still want first look at our deals?” email. Anyone who clicks moves into Tier 3.
Black Friday week: send to Tiers 1 through 3 plus reactivated Tier 4. Leave Tier 5 out entirely.
Step 3: Set your stop rules
If the spam rate crosses 0.1% two days running, drop the last tier you added.
If bounces pass 2% on any send, clean that tier before sending again. That threshold is my judgment.
Don’t more than double daily volume from one week to the next, also my judgment.
Step 4: Protect the inbox during the week
Send the biggest campaigns to Tier 1 first, then to Tiers 2 and 3 a few hours later, so early positive engagement builds before the wider send.
Keep one-click unsubscribe visible. People who can’t find it hit “report spam” instead.
Watch Postmaster Tools daily. It reports with a lag, so act on trends across several days.
Count how many subscribers sit in each tier. If Tier 4 and Tier 5 together outnumber Tier 1, start the warm-up this week.
🔎 Google is getting clearer about what it trusts and how long SEO changes take
Two Google Search updates give site owners clearer guidance on who should be credited for content and how long common crawling, indexing, and recovery processes can realistically take.
The Breakdown:
Fake Authors Are a Red Flag - Google now explicitly warns against AI-generated headshots, invented names, and false credentials used to make content appear human-written or expert-created. Google calls this deception and a signal of a low-quality page.
Bylines Aren’t the Point - Google still says author bylines themselves don’t improve rankings. The concern is authenticity: sites shouldn’t manufacture experts or credentials simply to make content appear more trustworthy.
SEO Changes Can Take Time - Google says a new URL is typically discovered in around 20 hours; title and snippet changes can take 1–2 days, while canonical changes commonly need 1–3 weeks.
Recovery Can Take Months - Site moves typically need 1–3 months, while recovery after a core update can take 3–6 months. In slower cases, both processes can stretch to six months or more.
Google’s message is fairly simple: don’t fake trust signals, and don’t assume an SEO change failed just because results aren’t immediate. Some updates appear within days, while larger changes and recoveries can legitimately take months.
🗝️ Tweet of the Day
🥳 Events
🔥 What Meta’s Partnership Ads Data Means for Your Next Test
Tomorrow | 11 AM ET | 60-Minute Virtual Event
Get Meta’s view on where Partnership Ads fit, why creator-handle delivery is changing performance, and how experienced advertisers are testing it in real accounts. Reyna Baker from Meta and Curtis Howland, who has managed $100M+ in spend, break down what deserves budget now.
Can’t attend the session live? Register anyway, and you’ll get the recordings in 24 hours.
🔥 Where to Put Your Next Growth Dollar Beyond Meta
October 29 | The Glasshouse, NYC | Free In-Person Event
Hear how Reddit CEO Steve Huffman thinks about discovery, how Cody Plofker helped scale Jones Road Beauty to nine figures, and how brands like Liquid I.V. and MANSCAPED use TV to drive measurable revenue. Bring your hardest acquisition question and leave with a sharper channel plan.
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