Email domain killed on a random Tuesday
⏳ Google moved from temporary delays to permanent rejection in November 2025, and Google Rolls Out Major Ads Updates
Howdy Readers 🥰
In this newsletter, you’ll find:
If you’re new to ScaleUP then a hearty welcome to you. You’ve reached the right place along with 50k+ CEOs, CMOS, and marketers. Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!
⏳The Client Domain That Got Permanently Rejected on a Tuesday
An agency running eleven DTC clients through one shared sending infrastructure gets a bounce report from client seven: zero delivery to Gmail addresses since Sunday.
Not spam folder. Rejected outright, 550 error, permanent. The account manager pulls up the domain’s DMARC record and finds what’s been true for months: nobody checked it since onboarding.
Google moved from temporary delays to permanent rejection in November 2025. Roughly 30% of bulk senders are still non-compliant on at least one requirement as of mid-2026, and an agency managing multiple client domains is running that 30% risk multiplied by however many accounts sit under one roof, each with its own DNS setup nobody’s re-audited since launch.
The gap that actually catches agencies: SPF and DKIM alignment gets checked once at onboarding and never again, but client marketing stacks change constantly through the life of an account. A new SMS platform gets added.
A referral tool starts sending on the client’s behalf without anyone flagging it to the email team. Each addition is a new sending source that needs its own authentication, and nobody re-audits the full picture until a domain goes dark and the retainer conversation gets uncomfortable.
Scanning eleven client domains individually for SPF, DKIM, DMARC alignment, and spam complaint rate under 0.3% means eleven separate audits, run manually, on a schedule nobody actually keeps to once the initial launch excitement fades, and the account moves into maintenance mode.
An AI connected to a live Omnisend account can pull authentication status across every domain in the portfolio in one pass, flagging exactly which client is carrying risk before Google’s filter finds it first and the account manager finds out from an angry client instead of a proactive audit.
You can get started with the ready-made prompt and run the portfolio-wide check this week, not after the next client’s Tuesday bounce report lands in the inbox unannounced. Omnisend runs on infrastructure already serving 150,000+ brands; migration is handled free within five days, with pricing typically 35% below Klaviyo.
📈 Google Rolls Out Major Ads Updates
Google has announced several advertising updates spanning Smart Bidding, AI-powered Search, AI Max, and Performance Max.
Smart Bidding Changes: From August 17, budget-limited Target CPA and Target ROAS campaigns will optimize closer to their stated targets, making bid target reviews essential.
AI Max Goes Mainstream: AI Max has exited beta with 500,000+ advertisers, while Google says AI Max and Performance Max deliver an average 15% increase in conversions or conversion value.
AI Search Gets New Ad Formats: Google is expanding AI-powered Search with Highlighted Answers, conversational ad matching, and intent-based targeting powered by Gemini.
More PMax Controls: Performance Max is gaining household income exclusions, allowing advertisers to exclude specific income segments while retaining AI optimization.
Why It Matters
Google is giving advertisers more AI-powered reach and controls, but successful campaigns will increasingly depend on well-optimized bid targets, creative assets, and audience strategies.
🏆 Ad of the Day
What Works:
Search Mirrors Intent - The search-bar hook reflects the exact language customers use, creating strong message-market fit while making the ad feel native to everyday browsing behavior.
Problem Solution Flow - The layout guides attention from desire to answer in seconds, reducing cognitive load and positioning the product as the immediate fix for an ongoing concern.
Minimalism Builds Premium - The muted palette, generous spacing and elevated pedestal keep the product feeling refined, while the centered composition strengthens visual hierarchy and branding recall.
Turn a high-intent customer query into the headline, then reveal the product as the answer. This makes the creative instantly relevant and reduces conversion friction.
Advertise with Us
Wanna put out your message in front of over 50,000 best marketers and decision makers?
We are concerned about everything DTC and its winning strategies. If you liked what you read, why not join the 50k+ marketers from 13k+ DTC brands who have already subscribed? Just follow this.
At ScaleUP, we care about our readers and want to provide the best possible experience. That's why we always look for ways to improve our content and connect with our audience. If you'd like to stay in touch, be sure to follow us EVERYWHERE🥰
Thanks for your support :) We'll be back again with more such content 🥳