Square is tapping into the email marketing space with a new tool that enables brick-and-mortar businesses to act like online retailers. Merchants that use the feature will be able to email their consumers promotions and product updates, and track how many of those promotions actually turn into sales.
Although a number of existing email marketing services like MailChimp and Salesforce can help users track their email campaigns, Square believes it can stand out from the crowd with its transaction data.
Compared to other services, Square may have more accurate data because it’s tied to consumers’ credit card accounts. When a user pays via Square, he or she is willing to volunteer their email address for a receipt. And because of this, Square is able to show business owners the number of in-store sales and net sales revenue directly tied to their email campaigns.
Based on the transaction data, Square also categorizes consumers into three groups: loyal customers (who have visited a store at least three times within six months), casual customers (who have visited a store only twice within six months), and lapsed customers (who haven’t returned to a store within six months). Therefore, merchants can customize their email campaigns for each demographic.
Square email marketing tool users can either pay $0.10 per email or $15 per month for an unlimited number of emails sent. The new email marketing feature is part of the Square Marketing suite of tools.
Image via Flickr.
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