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.

First and foremost, all of us at Shaw + Scott hope this holiday season has been filled with joy, laughter and beauty. As we look back on the year, there is so much for which we are truly grateful.

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I’m currently helping a subdivision of a larger parent company with their onboarding process. Recently, this client asked if they should have their own dedicated IP address, or if they should send their emails via their parent company’s existing IP address. My first thought was that of course each company should have its own IP address.

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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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You may be saying to yourself “another post about a re-engagement program that doesn’t generate high revenue or engagement.” This post is not about a traditional re-permission program – it’s about how using segmentation and planning can get to the right person at the right time and keep your audience coming back for more.

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Shaw + Scott was built on the belief that there has to be a better way to help our team thrive at both work and home as well as foster diversity and equity so everyone here can reach their true potential. Said differently, we want everyone who is part of the Shaw + Scott family to love what they do, love their job and love their life. That’s what we call being Shaw + Scottish.

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