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.

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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As we round out the first quarter of 2017, it is the perfect time to look back at the year so far and identify email marketing campaign opportunities for the rest of 2017, and beyond. Email as a marketing medium continues to grow, making it increasingly necessary to create separation and differentiation within the inbox.

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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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