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In today’s newsletter,
Use AI powered tools to take quick actions
What to ignore in your PageSpeed report
Ekster's two-tab trick for landing page trust
Split your Black Friday emails into three sprints
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SEO
What to ignore in your PageSpeed report
Open a PageSpeed Insights report and you'll see a list of "opportunities" in red and orange, each one looking like something is broken.
Most of them aren't.
Render-blocking resources
The report will flag files that "block" your page from rendering quickly. These are almost always your CSS (the file that controls how your site looks) and JavaScript that makes essential features work, like your cart.
Deferring or removing these isn't optional. Your cart needs its script to function. Your site needs its CSS to not look broken. The report treats these as problems to fix; they're actually required for the page to work.
Third-party scripts
The report also penalizes anything loaded from outside your own site: a CDN (a network of external servers that delivers your images and files faster), a YouTube embed, a chat widget, a review app.
These get flagged because Google's testing tool doesn't control how fast those outside servers respond, and it counts that uncertainty against you.
A YouTube video embedded normally will get flagged as a "large, unoptimized" script, even though embedding it is the standard, correct way to add video to a page.
Action Summary:
Open your PageSpeed report and note what's flagged under "render-blocking resources" — check if it's your cart, checkout, or core CSS before touching it
Ignore flags on YouTube embeds, CDNs, and third-party apps unless the site actually feels slow when using them
Only prioritize fixes for genuinely oversized images or duplicate/unused code
Credit: Ethercycle
Brand Breakdown
Ekster's two-tab trick for landing page trust
We're doing a 100 days of stealing strategies from brands that are already winning.
For day 18, we have Ekster.
Ekster sells wallets. And on its landing page, it splits its pitch into two tabs.
Description makes the practical case because a feature list convinces someone who trusts the brand's claims.
Statistics makes the social case because a pile of reviews convinces someone who doesn't trust the brand yet, but trusts other buyers.
Same section. Same product. Two different reasons to believe it, and the visitor picks which one they need.
So here's what you should do today: split your product page pitch into two tabs, what it does and why people trust it, instead of blending features and proof into one paragraph that tries to convince everyone the same way.
BFCM
Split your Black Friday emails into three sprints
Most brands wait until late October to build their calendar, then treat the whole month as one long lead-up to a single day.
That leaves revenue on the table twice: once early in November, when shoppers are already buying but nobody's emailing them, and once in December, when the sale's over but people are still shopping.
Break November into three sprints
Sprint 1: 2-3 weeks before Black Friday. New arrivals and offers for your higher-spending customers, who don't wait for the year's biggest discount to buy.
Sprint 2: Black Friday through Cyber Monday. Your most aggressive offers, highest email volume, full list.
Sprint 3: After Cyber Monday through your shipping deadline. Different offers for people who didn't buy yet, often deeper discounts or gift-with-purchase.
Why the early sprint matters
By Black Friday, you're competing with every brand's biggest push landing in the same inbox on the same day. Sprint 1 skips that fight. Most brands haven't started yet, so a bundle or BOGO offer to your best customers in early November pulls in revenue before the noise starts, and gives you cash to reinvest into BFCM.
Action Summary:
Block November into three sections
For the early sprint, plan one offer for your highest-spending customers
For the late sprint, plan a distinct offer for non-buyers
Credit: Ethercycle
The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.
Have questions or feedback? You can write to kaushal@dtcdailynews.com