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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.

This is the third part of a three-part series on developing emails for accessibility. While my recommendations focus on the concerns of developers, they also contain information useful for anyone on an email marketing team.

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This post is part of a three-part series about accessibility in email marketing. Though the posts are written with developers in mind, they contain insights that anyone on the marketing team will find useful in considering how their emails look to all subscribers.

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This past year, there has been lot of buzz around issues of web accessibility. In this three-part series, I’ll cover ways that email builders can address accessibility concerns. This is primarily a how-to tech series for developers, but it’s also a handy guide for marketers, enabling teams to make sure they’re providing the best possible experience for all subscribers.

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It’s 7am: the alarm on my phone rings, and for a moment I wish I could slam it off like the old-school alarms. But instead I pick it up, swipe right to turn off Justin Timberlake, and immediately check my email. There it is in my inbox: my weekly message from my favorite brand. I know it’s a SALE—the subject line says so—but when I open it I find that it’s blank. Not one to give up, I scroll down to the bottom, tell my device to “download all images,” and then I wait. It finally loads, and… the copy is so small that I’d have to borrow my grandma’s bifocals to read it. I’ll admit, I don’t save the email for later to check on my desktop. I’m annoyed, and I delete it.

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When it comes to email marketing, the industry has seen a major boom in attention to responsive email design over the past few years—and for good reason. According to the Litmus 2016 State of Email Report, 55% of consumers are engaging with email on their mobile devices, and it’s about time we caught up with them.

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