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4 Effective Strategies to Help Pivot Your Integration Business in 2021



In 1884 in a small town in Hassroun, Lebanon an eleven-year-old boy, Thannous Michael Saadi, made the brave and pivotal life decision to leave his beloved country with his uncle to work in a soap factory in Egypt. This would be a challenging experience for anyone, let alone a child. Armed with a vision of better life, Thannous faced the challenges head-on.

At the age of 17, Thannous got word that a group of Lebanese people were leaving Egypt and heading to the United States. He decided to follow suit and set off to explore the world. Over the course of the next few years, he traveled across the country, ultimately visiting 45 of the then 48 states.

Upon finishing his exploration of the US at the age of 19, he once again boarded a ship and cruised to the Bahamas. Once settled, he briefly returned to Lebanon to marry his childhood sweetheart and return with her to the Bahamas. Together on the island, they created a family, complete with 14 children. One of their sons, Useph Baker, was my father.

My Grandfather Anthony Baker was an incredibly brave man and an exceptional businessman. His businesses included numerous commercial real estate properties and a popular hotel. His original store, founded in 1894, is still in operation to this day.

His ability to pivot and adapt, not only to a new country, culture, and livsstil, but also regularly exploring new business opportunities was integral to his success.

As we now embark on a new year ahead, what changes will you make in your life and business to create future prosperity? How can we grow? How can we depart from the comfort of the status quo? What are the changes we can make to pivot?

The entrepreneur in me is regularly considering what changes I should make to my business to remain relevant, create future opportunities and generate further success with new and existing customers.

Here I will offer some smart and practical ways to pivot in the year ahead:

#1: Clean Up Your Image

Companies with good ideas and poor branding go nowhere. Your brand clean up can start with your logo, tagline, and business cards. It should be clear and resonate across ALL marketing related to your business. This is especially important on your website.

Consider the fact that the average click off rate for first-time visitors to a website is 7 seconds! If someone visits your website for 7 seconds, will they know why they should work with you instead of your competitor? The website should be visually pleasing, responsive, and very direct about who you are, what you do and why a prospective customer should work with you.

Don’t forget about your brochure. If you do not have a brochure, there is never a better time to create one. I created my first brochure in Microsoft Publisher, and I am not a graphic designer!

#2: Communicate with Your Existing Customers (More)

Many consumers have been considering enhancements to their homes during this current lockdown. This certainly includes technology improvements. Are you sending out newsletters (brochures) to your customers showcasing the exciting new technologies in our industry? Again, this does not require expertise in graphic design tools. Many email blast platforms are free or very reasonably priced and they offer great tools to quickly generate professional email marketing campaigns.

If you don’t want to blast emails out to your customers, pick up the phone and call them! Check-in and share the news about exciting new products. Categories like wellness, homeschooling, and home office enhancements are hot right now. The world is shifting to a more virtual approach and it is important to explore how your products can help enhance that experience.

#3: Develop New Revenue Referral Streams

I am constantly thinking about new revenue streams and ways to build my brand. For example, I benefit from the articles I publish by spreading awareness of my brand. You can also benefit in this regard by contacting your local newspaper or town newsletter to ask if you can contribute an article about technology. Increase awareness and visibility of your brand by exploring new methods to get your name out to a target audience.

Producing articles on subjects you are passionate about is certainly one way to gain visibility, but there are countless other ways to accomplish this such as email blasts and/or physical mailers.

Joining architect, interior designer, builder associations is also a great idea. Earlier last year I invested the time and money to become a CEDIA Certified Outreach Instructor. With my new training and certification, I am authorized to deliver technology training and education to the previously mentioned groups. Maybe this is something to consider for your market as well?

#4: Review the Products You are Offering to Your Customers

As with AirBnb, maybe you will discover that you need to widen your focus to include other target customers with a synergy that matches your expertise and some of your current product offerings. Much has been explored in the past about residential integrators expanding into light commercial. The trend in the last year is for manufacturers to modify their product offering to include solutions for home offices, retrofit applications, small starter systems for home automation and smart home technology.

My wife and I became empty-nesters last year and moved into a new home, with zero technology wired into the home. We did retrofit some technology but also had rooms that required wireless solutions. Many friends and relatives of mine are downsizing and moving into condos, MDU’s, or apartments. With these moves, the need for technology is still there. Do you have solutions created to target this audience? Maybe now is the time for you to consider offering some solutions.

You may also review your product offering this year and decide it is time to make some changes to ensure better efficiency in the deployment process, maybe due to reduced staff. Consider adding additional product categories to address the rising interest in hälsa and wellness or other popular categories our world has shifted to during this pandemic.

When I was an integrator, central vacuum was included in nearly every project. I have not heard much about central vacuums over the past decade, but recently saw it mentioned in an industry publication as a key element to improve IAQ (Indoor Air Quality). I also noticed that security and surveillance is expected to be the second-fastest growth category for 2021 – exceeded by networking for the obvious reason that many people now working virtually from home. What new products or categories will you embrace in the year ahead? How can you create opportunities to sell more to each of your customers and increase your “wallet share” with them?

I do not have plans in the year ahead to change my name or the country I live in. However, like my Grandfather would, I do have numerous plans in action for the year ahead to ensure continued success. I would love to hear what your plans are to soar in 2021, please contact me anytime to share your thoughts on this subject.

Best wishes to you for great health, happiness, and BIG success in the year ahead!

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Most people involved in email marketing know the importance of a brilliant email subject line. Seeing that you only get a few seconds to nail your email’s first impression, the subject line obsession is more than justified.

That is why crafting poor email subject lines is one of the biggest email marketing mistakes, regardless of how established your brand might already be.
Apart from nailing that first impression, your email subject line is the most decisive factor for recipients to open your email and engage with its content. Even worse, it’s what could get your email marked as spam and harm your sender’s reputation. 

The numbers seem ruthless, but we reassure you there is a way out. All you need is a talented marketing team and a bit of creativity. We know you already have the first part, so all we need to do is help you with the second part. Continue reading to discover how to create clever email subject lines that get noticed – and, most importantly, opened.

What Makes a Great Email Subject Line

Creating email subject lines that grab readers’ attention and serve your marketing objectives should be your top priority. To achieve that, there are certain elements that subject lines should have, no matter what. Let’s check them out:

  • Make it brief. Email subject lines are meant to be short and show the email’s value beforehand. That is even more important, seeing that many recipients will open your emails on mobile devices. Fortunately, most ESPs like AWeber and the most reliable AWeber alternatives allow you to preview how your emails look on different device types and check the components you must improve.
  • Get to the point. Email recipients are busy people looking for the benefits that come with the emails delivered to their inboxes. To stand out in such a crowded space, you need to share what valuable insights your emails have in store for them. So, if you can help your audience see outstanding results and want to spread the news, your email subject line is the appropriate place. 
  • Keep it relevant. Your email subject line could be clever, unique, and precise. But if it doesn’t match the email content, it will do more harm than good. Your subject lines should be aligned with your email objective so that readers know what to expect and if they are interested in reading more. The last thing you want is to make a promise you won’t keep and make them feel misled.
  • Personalize and conquer. Most subscribers have received tons of emails and have grown weary of emails without personalization elements. They need to feel special and that your brand has done its homework about who they are and what they want. Use the recipient data you have at your disposal to show them you care and give a human touch to your email promotions.
  • Avoid spammy tactics. Would you open an email with a subject line that is fully capitalized and includes spam-triggering words? Probably not, and neither will your subscribers. To stay away from spam, avoid too many special characters, excessive capitalization, and spammy words like “buy,”, “money,”, or “click”. 

Brilliant Email Subject Line Types That Get Opened

There are several approaches to catching your email recipients’ attention, from employing humor to piquing their curiosity. But putting in that creative spirit is a whole different matter, right? That’s why we compiled a list of the most brilliant email subject line examples to spark your inspiration and help you increase your open rates.

Generate urgency

When you include an element of urgency in your email subject lines, your recipients will open your emails in no time. Consumers tend to prioritize their purchase decisions based on the time sensitivity of the offer, and recipients are no different. Words like “now” or “limited time” can work wonders for your open rates, triggering subscribers to open and click through your email. So, if you have a time-sensitive offer, choose your marketing messaging wisely to highlight it in your email subject line. However, don’t overdo this type of promotion since receiving too many limited-time-only deals could get the opposite results and annoy your subscribers. 

Subject line: Limited-time offer: free premium wristband with any Steel HR purchase.

Resource: Nokia

Nokia is a brand that knows how to influence its subscribers to take the desired action and move down the försäljningstratt. This Valentine’s email promotion leverages time-sensitive language to create urgency. Not only that, but they made sure to include all the necessary information for readers to know what the deal is about. Recipients appreciate it when you save them time, and they can tell if they are interested in your promotion beforehand. 

Highlight your personality

Most experienced marketing professionals are aware of the benefits personalization brings to the table. But while tweaking email elements to the recipient’s preferences is of utmost importance, getting personal isn’t just about that. Subscribers love authenticity and unique marketing messages that stand out from the crowd. Your email subject lines must reflect your brand personality, no matter the email objective. But for this tip to work, you must establish your brand’s tone of voice. You can play it funny, witty, professional, or whatever characteristic fits your business objectives. So, get your creative juices flowing as long as you keep it relevant and consistent with your overall branding.

Subject line: Your cart is sobering up

Resource: Whisky Loot

Abandoned carts are an integral part of a successful e-commerce email marketing strategy, and it’s an excellent field to showcase your brand personality. From start to finish, the email copy is brilliant and reveals the personality behind the brand. Liquor Loot uses a clever pun in the subject line related to the product left behind. The email content is aligned with the subject line and the overall brand tone. Even if recipients don’t click on that “Treat yourself” CTA, they will open the email and relate the tone to the brand the next time they get an email from them. 

Show value

Email subject lines that announce exclusive deals, one-time offers, or special discounts are usually the ones with the highest open rates. That’s because they lead with the benefits, letting readers know what they can gain from opening and reading the email content. By being clear with your recipients from the start, you build a trusting relationship with them. When your email delivers on the promise in the subject line, you are one step closer to building customer loyalty. So, if your product or service solves an everyday challenge and helps them meet their goals, your email subject line should give readers a hint. To successfully follow this tip, make sure the language you use is actionable and precise, urging them to take action.

Subject line: Get a free handcrafted gift when you

Resource: Starbucks

This email subject line from Starbucks does much more than just mention a specific offer. They keep the recipient hanging on by stopping mid-sentence, almost forcing them to open the email and learn on what occasion they get the free drink. It’s straightforward, precise, and worth their while. From the benefits-oriented verb to the actionable email CTA, this email is about the reader taking the desired action within the specified time limit.

Ask a question

Posing questions is a popular content optimization strategy. Questions come with a double benefit: they increase recipients’ engagement and pique their curiosity. When subscribers come across a question in your subject line, it forces them to stop and think about the answer. To draw recipients into your email content, opt for intriguing questions that could open up a conversation rather than one with a simple yes or no answer. The sky is the limit here, but try to keep up with rising audience trends while staying on-brand. Their natural curiosity will be more than enough for them to want to learn more about it. 

Subject line: How much do you know about sleep?

Resource: Casper

Casper’s subject line isn’t just posing a question. The email subject line takes it one step further by giving them an idea of what the email is about. That way, recipients know exactly what’s in it for them and expect to find helpful information regarding their sleeping habits once they open the email. This email subject line example ticks all the boxes by combining an intriguing question that picks recipients’ interest and valuable content that addresses their pain points. 

Catchy Email Subject Line Examples

When it comes to email subject lines and the elements you could include to grab your readers’ attention, the sky is the limit. To stir your creative juices, we will present some of the most catchy email subject line examples that left us no choice but to open the emails.

  1. Subject line: Forget FOMO—see what’s waiting for you (Nike)

Looking for ways to leverage FOMO (Fear Of Missing Out) in a subject line to catch your recipient’s eye? FOMO is a psychological factor that many marketers rely on to motivate their target audience. Nike is our winner here. Readers know the email content addresses their needs just by reading the subject line. By asking recipients to forget about FOMO, Nike makes them feel included and that they are about to enter a world of exclusive deals and compelling product recommendations.

  1. Subject line: Get the story behind the brand (Drizly)

You can take one thing for granted: people love stories. Recipients have grown weary of companies going and on about their selling proposition. Sharing the story behind your brand adds a human touch to your emails. Your subscribers are curious about how everything started. Drizly’s subject line is attention-grabbing and straightforward. Email recipients appreciate knowing what they will read beforehand – in this case, inside information that makes them feel part of Drizly’s exciting journey.

  1. Subject line: Quiz: Which shower scent fits you best? (Harry’s)

Frågesporter are among the most effective elements marketers can use to increase engagement. Even if a recipient isn’t interested in buying, the word quiz in an email subject line will make your email stand out in a stuffed inbox. That’s why Harry’s subject line highlights the quiz included and what it’s about. The quiz is related to the brand’s products, so recipients will be prompted to take it and find which shower scent matches their personality. And why not buy it, may we add.  

  1. Subject line: Your basket is having abandonment issues… 🙁 (Jack Wills)

Humor is, by definition, a crucial element to include in a catchy email subject line. Companies that employ it in their subject lines watch their open rates and recipient engagement increase. This email subject line from Jack Wills is clever and to the point. It puts a smile on the reader’s face and motivates them to open the email, go back to their abandoned items, and proceed with the purchase. 

  1. Subject line: You asked, we answered: What do I get as a member? (Thrive)

We can’t stress this enough; your audience loves knowing you care for them instead of just selling. Even more so when you hear them and are willing to address their concerns. This is precisely why this subject line from Thrive is so successful. It gives precise information on what readers will read in the email, meaning the benefits they gain as members. Subscribers always appreciate getting the answers they asked for, and “You asked, we answered” is as customer-centric as it gets.

  1. Subject line: Share your thoughts and get a chance at a $200 gift card! (Everlane)

Including surveys in your emails is highly recommended to increase recipients’ engagement. Surveys make customers feel their opinion matters and could shape your marketing strategy. In this email, Everlane isn’t limited to asking subscribers to answer the survey. The brand takes it one step further by adding a compelling incentive and highlighting it in the email subject line. Recipients are eager to offer feedback to a brand they have already interacted with. Even more so when it comes with a chance to win a $200 gift card.


An email subject line is a critical component of every email promotion, giving marketers’ a headache each time they start crafting an email campaign. That’s because this tiny piece of content urges or discourages email recipients from opening an email. And seeing that they get tons of emails every day, you need to make that limited-character text count.

To do that, make sure to study your target audience and employ a brand tone that hits their soft spots. Create time-sensitive offers, ask questions they will be eager to answer, and always remember to show why your email marketing message is worth their while. Whatever you do, ensure you monitor how your email subject lines perform. 

All you need is reliable email marketing software with A/B-testning capabilities that allow you to check what works and what doesn’t. Even if you discover your subject lines hit the target, don’t rest on your laurels and use those insights to continue tweaking your subject lines to drive long-term success. 


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