Scale & Strategy
This is Scale & Strategy – the ‘Google Translate’ of business newsletters (we deliver everything you need to know, in plain English).
Here’s what we got for you today:
- How to make PPC and email actually work together
- OpenAI wants to beat Hollywood’s clock
How to make PPC and email actually work together
PPC and email usually act like they’re on different planets. One’s chasing clicks, the other’s chasing relationships. And when they don’t talk? You leave cash on the table—ads drive traffic that bounces, emails nurture leads no one’s sending.
Here’s how to fix it:
- Target the same personas.
If your PPC personas and email segments don’t match, you’re wasting both budgets. Same demographics, same behaviors, same interests. That’s how you make every touchpoint feel like part of one story.
- Keep the message consistent.
Ad headlines, subject lines, CTAs—they should sound like they’re written by the same person. Consistency builds trust and makes the brand stick.
- Integrate the systems.
Route PPC leads into email nurture flows. Build lookalike audiences from your email lists. Create a loop where each channel feeds the other instead of running blind.
- Measure across both.
Don’t just look at last-click. A customer might click an ad, read a few nurture emails, see a retargeting ad, then finally convert on an email. Blended metrics like CAC, LTV, and cross-channel conversion rates tell the real story.
Bottom line: PPC gets attention, email builds relationships. Put them together, and you’ve got a growth engine instead of two siloed tactics tripping over each other.
OpenAI wants to beat Hollywood’s clock
OpenAI is backing Critterz, an animated film made mostly with AI. The pitch: movies in months, not years, and for a fraction of the cost.
The story follows a gang of forest creatures on an adventure after a stranger shakes up their village. Director Chad Nelson kicked it off in 2021 with DALL·E and is now working with studios in London and LA. Cannes is the target for next May.
Here’s the play:
- Nine months vs. three years to make.
- $30M budget vs. the usual $150M+.
- Humans still in the loop — actors voice the cast, artists sketch the base, AI builds the visuals.
Why it matters: Hollywood’s watching nervously. Disney, Netflix, and others are testing AI, but lawsuits over copyright and fears of job loss are piling up.
Bottom line: Critterz better deliver Pixar-level heartbreak… or we riot.
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