Email Marketing for the Offline Enterprise with Square
Square is continuing to build out its suite of products and services for enterprises using its payments platform.
The company just introduced Square Marketing, a set of tools that enables offline enterprises to enjoy many of the approaches leveraged by their online marketing counterparts (and competitors). Merchants, for example, can use the system to implement email marketing campaigns and then verify they are paying off in increased in-store sales.
Merchants will be able to send marketing emails to customers who have provided their information in the past (for instance, when they have agreed to accept digital receipts). The solution also creates subgroups automatically such as loyal customers, casual customers and lapsed customers, providing an opportunity for merchants to segment (and personalize) their list to generate a higher response.
It's a logical progression for Square and one that will likely be well received by offline merchants.