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.


When ModCloth put Shaw + Scott’s Send Time Optimization (STO) to work in September, they got instant results. 

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According to Webster’s Dictionary, pride can be defined as “the quality or state of being proud.”

And proud is what we are at Shaw + Scott. We’re proud of our LGBTQ colleagues, friends and family. We’re proud that we celebrate diversity and equity not just in the month of June, but all year round. We’re proud to be different—a different type of company that embraces both our uniqueness and our shared values.

Our team is our most precious asset, and we have a responsibility to protect and support our team members so they can achieve their full potential. As we’ve said many times before, “When all your employees feel safe, valued and equal, the rewards and dividends are bountiful.” Not only do we believe this to be true, but our track record of growth, client satisfaction and employee retention clearly confirms it. The sheer joy, enthusiasm and professionalism the entire team shares every day is boundless, and that is our greatest pride.

As the conclusion of June Pride draw nears, we hope you’ll take a moment to check out our Facebook page, where we’ll be sharing some thoughts from our team about why Pride matters at Shaw + Scott. Our number one priority at Shaw + Scott is for everyone to “feel the love,” and we hope you’ll feel the love and the pride after reading these, too.

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Here in the Labs team, we’ve been hard at work over the past few months. We’re proud to announce the latest addition to our Email Archiver tool: the Customer Journey View.

This feature gives our customers real-world insight into how individual subscribers interact with their brand’s email marketing program over time. By providing an email-by-email look at subscribers’ experiences, the Customer Journey View empowers marketers to execute effective targeted campaigns across the customer lifecycle.

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Often, “best practices” is a term that helps determine the path in designing and building an email campaign. What is the “best practice” to make copy more readable? What are standard “best practices” for overall email width? While best practices are useful, they can also lead to predictable designs. When every element is predicted, projected and produced, email creative comes to feel mundane. And “mundane” is far from what a client is seeking when asking an agency for innovative solutions.

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Saying “mistakes happen” after you realize you’ve sent a message with an error in it to thousands of recipients doesn’t provide much consolation to email marketers. Yes, mistakes do happen. And they will happen again. But that doesn’t mean you shouldn’t do everything you can to minimize them. Fortunately, with a little forethought (and proofreading) you can head off the most-common email marketing mistakes. Below are nine to watch out for.

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