Welcome

Welcome to S Squared, the digital marketing blog of Shaw + Scott. We’re your go-to source for staying looped in on the industry’s most innovative trends and brand strategies. We cover the latest and greatest in cutting-edge marketing insights, helping you to navigate the digital spectrum-and take your program to new heights.

Garin Hobbs

Vice President, Client Solutions - Seattle Garin is an accomplished sales and marketing executive with over 20 years of experience building brand awareness and revenue. With a career spanning across ESPs, agencies, and technology providers, Garin is known for his ability to grow email marketing programs, help launch new technologies, and develop the strategies and thought leadership to support these endeavors. By specializing in optimally aligning people, processes, and technologies, Garin has delivered meaningful improvements in consumer experience and program revenue for such brands as Gap, Starbucks, Western Union, Bank of America, United Airlines, and Hilton Hotels.

Recent Posts

I’ve recently proclaimed 2017 as the year of Customer Driven Marketing. Of course, I don’t actually have any type of authority to issue such a declaration. However, I do have a blog and a perspective derived from much experience.

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Let’s face it, marketers have a tough job. They’re constantly anticipating the needs of millions of customers on a daily basis. They’re always leveraging data and learnings from prior campaigns and conversions, often times throwing darts, hoping something sticks at the right moment. Sometimes we find the mark, and sometimes we don’t. Either way, there’s one group of decision makers that will always hit the mark, the customer.

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In my last article I encouraged email marketers to focus on creating quality, value-based content experiences before focusing on fine-tuning tactics, such as send-time-optimization. Regardless of when an email is sent or opened, customers look at the sender first and immediately decide whether or not your message has enough value to bother opening (subject lines come a distant second).

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As a 17-year email marketing veteran, I’ve been asked countless questions by those seeking to improve their program performance and best practices. Lately, send-time optimization seems to be on a lot of minds—it feels like at least once per week I’m asked, “when is the best time to send an email?”

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