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Get started with Square Marketing

Square Marketing helps you connect with your subscribed customers with customised emails that promote your business. Targeted email marketing is an effective way to reach your customers and drive sales both in-person and online.

You can design custom emails, set up automated campaigns and see how your marketing efforts affect your bottom line – right from your Square Dashboard. Read more about email marketing best practices.

Access free email templates

From your Square Dashboard, Square Marketing offers free email templates to:

  • Promote eGift Cards

  • Collect a payment or donation

  • Announce Afterpay acceptance

  • Share a COVID-19 Update

  • Drive online orders

Pricing

If you would like access to our premium email templates, sign up for a 30-day free trial for Square Marketing to start sending newsletters, announcements, event invitations, coupons and more. Once the free trial ends, the subscription is based on the number of subscribed customers you have in your Customer Directory.

Square Email Marketing pricing is based on the number of subscribed customers you have in your Customer Directory.

Number of Subscribed Customers Monthly Cost
Up to 500 $20
501 - 1,000 $35
1,001 - 2,000 $50
2,001 - 4,000 $60
4,001 - 9,000 $100
9,001 - 15,000 $170
15,001 - 30,000 $270
30,001 - 50,000 $400
50,001 - 75,000 $570
Greater than 75,000 Contact Us

Subscribed Customers

A subscribed customer is a customer that has provided explicit consent to receive marketing emails from your business. 

If you’ve collected customer email addresses through Square from (but not limited to) sending digital receipts, Invoices, Appointments or Loyalty – the customer cannot receive Square Marketing email campaigns unless:

  • You’ve separately collected and recorded the customer’s explicit consent,

  • You’ve manually imported an existing database of customers who have consented to receive marketing emails from your business, or

  • Your customer has used one of Square’s customer information collection tools.

Import subscribed customer list

Before you get started, ensure your customer has provided consent to receive marketing emails from your business. Next, you’ll need to update your customer profiles to display the subscribed status. Learn more about importing customers online.

To import your customer list:

New Customer List

  1. Go to Customer Directory in your online Square Dashboard.
  2. Click Import Customers > Download Template to download a blank CSV file. This will allow you to bulk-upload your customer list.
  3. Open the CSV file using Microsoft Excel or other common spreadsheet software. Enter the customer details, including their name and email address.
  4. Under the ‘Email Subscription Status’ column, in each row enter subscribed, unsubscribed or unknown. Click Save. Note: Only customers with ‘subscribed’ in this column will be able to be emailed and count towards your subscriber number.
  5. Go back to your Customer Directory and select Import Customers.
  6. Follow the steps to drag and drop your file to upload or click select it from your computer. Ensure you review and tick the box. Click Next.
  7. Assign applicable field labels. Click Import.
  8. Your customer’s email status will now appear as ‘Subscribed’.

Existing Square Customer Directory List

  1. Go to Customer Directory in your online Square Dashboard.
  2. Select the customers who provided permission to receive marketing emails. If all customers have provided consent, go to step five.
  3. Click Add to Group.
  4. Select an existing group or select Create New Group. Then, select Add to Group.
  5. Once you’ve created a new group, click Export Customers.
  6. Click Specific Groups and choose the group.
  7. Click Export.
  8. Click Download to edit a CSV file containing your customers.
  9. Open the CSV file using Microsoft Excel or other common spreadsheet software.
  10. In the Email Subscription Status column, update ‘unknown’ to ‘subscribed’. Click Save.
  11. Go back to your Customer Directory and select Import Customers.
  12. Follow the steps to drag and drop your file to upload or click select it from your computer. Ensure you review and tick the box. Click Next.
  13. Assign applicable field labels. Click Import.
  14. Your customer’s email status will now appear as ‘Subscribed’.
📌 When importing email addresses via CSV upload, you should set an opt-in status for each email you’re importing by creating a separate status column titled Email Subscription Status. Note: If you download and use the Customer Import CSV Template from your Square Dashboard, this column will already be present.
📌 You can set the status of the email address to Subscribed, Unsubscribed or Unknown. Emails marked as Subscribed will show as available to receive Square Marketing communications from you.
📌 You are responsible for ensuring the customers on your list have given explicit permission to contact them and for compliance with all applicable laws.

Create an email marketing campaign

You can easily set up and customise an email campaign that targets your best subscribed customers, such as top spenders or frequent visitors, and promotes sales and visits.

To get started:

  1. Go to Customers > Marketing from your online Square Dashboard.

  2. Click Create Campaign > Email.

  3. Under ‘Choose a campaign’, select your campaign objective. You can choose a one-time blast campaign or set up an automated campaign. Click Next.

    • If your business has multiple locations, you can select the specific location address you want to show up at the bottom of your emails. Choosing a location will also limit where customers can redeem the coupon. Note: Leave the default ‘All Locations’ selection if you want your coupon to be redeemable at all locations.

  4. Under the campaign objectives, you can also choose to target your best customers with different smart groups. Smart groups are recommended customer groups, such as top spenders, frequent visitors, active customers and loyal subscribers. If you subscribe to Square Loyalty, you can also announce a Square Loyalty promotion.

  5. If your business has multiple locations, you can select a specific location. This will determine which address shows up at the bottom of your emails, and limit where the coupon can be redeemed. If you want your coupon to be redeemable at all locations, leave the default All locations selection. Select a pre-existing template from the theme library, or use the default template to customise your email to your marketing goal. If sending a Square Loyalty promotion campaign, you can choose from all your scheduled or currently active promotions, or you can create a new promotion. Note: If you’re including a coupon, be sure to include an offer amount and expiry date. Coupons can be redeemed in-store or via Square Online.

  6. Select your recipients. Choose all customers or select a custom set of customers. If you chose a smart group when you selected your campaign objective, you can adjust the group recipients by clicking Modify. Smart Groups are recommended customer groups – such as top spenders, frequent visitors, active customers and loyal subscribers – so you can target your best customers.

  7. Review your campaign then click Schedule or Send now. You can also toggle on email reminders if your customer has not opened the email.

Note: Only send marketing communications to customers who have consented to receive marketing emails from your business. You are responsible for ensuring the customers on your list have given explicit permission to contact them and you must comply with all applicable laws, which you can find on the Australian Communications and Media Authority (ACMA) website. Review our terms for additional information.

Reminder emails

When creating a one-time (blast) campaign with Square Marketing, the option to send a reminder email to recipients who haven’t opened your email is disabled by default. If you want to send reminder emails, you can toggle on Reminder from the ‘Review & send’ step of the campaign creation process.

Reminder emails are sent five days after the original delivery date if the email is not opened. Campaigns with coupons or discounts are sent again to those who haven’t opened your message seven days before the coupon expires. By default, a coupon expires two months after the campaign begins unless you set it to expire on a different date.

Note: Reminder emails can’t be disabled once you send the campaign.

Set up Automations

Square Marketing allows you to set up automated campaigns. These are emails and/or text messages sent to customers on an ongoing basis following a one-time setup. The messages are only sent to customers that meet the specific criteria for each type of campaign. The messages will continue to be sent until the campaign is turned off. Learn more about automated campaigns. 

Collect Google Reviews 

Set up Google Business Profile with your Square account and create automated email and text message campaigns requesting Google Reviews from your regulars. Google Reviews help you drive new customer acquisition and sales.

After you set up the Google Reviews, the automation will trigger, or send, when a customer becomes a ‘regular’ (makes 3 purchases in the last year), or when a customer leaves positive feedback. 

To get started:

  1. From your online Square Dashboard, go to Customers > Marketing > Google Reviews.

  2. Click Get started and sign into your Google Business Profile.

  3. From the Google Reviews tab under Recommended automations, click ‘Get more Google reviews’.

  4. Customise the design of the template and activate your campaign.

  5. Track your Google Reviews directly from your Square Dashboard. 

Create or redeem coupon codes

Redeem a coupon via Square Point of Sale

Rewards need to be applied manually to a sale by looking up the customer’s associated receipt email address or six-digit reward code. Your customer can locate the email address or six-digit code associated with their reward in the email they received. They’ll need to present this information to you at checkout to locate and apply the reward.

When customers present a coupon code they received from your Square Marketing campaign, to redeem via your Square Point of Sale app:

  1. From the Checkout screen, tap Library.
  2. Tap Rewards > Use Code.
  3. Manually enter the coupon code, then tap Redeem.

Learn more about applying rewards.

Create and Send Vanity Code Coupons

With the vanity code coupon builder, you can create coupons to promote your existing social media channels without subscribing to email marketing campaigns. To get started:

  1. Go to Customers > Marketing from your online Square Dashboard.
  2. Click Coupons > Create coupon code.
  3. From the design screen, you can create a custom code, choose a coupon type, choose when the coupon applies, and add a description and an expiration date.
  4. Click Activate.

From the Coupon section of your online Square Dashboard, you can see the vanity code coupons, runtime, total discounts, total redeemed coupons and the vanity code coupon status.

Note: If you created a coupon from the email builder, it will not display in the list of all coupons in the vanity code coupon builder.

To share your promo code across social media and other places online:

  1. Go to Customers > Marketing from your online Square Dashboard.
  2. Select the coupon, then click ••• > Preview.
  3. Click Copy Code.
  4. Share the code on your social media platforms.

Create an Afterpay email marketing campaign

Set up and customise an Afterpay email marketing campaign to let your customers know you accept Afterpay. Afterpay is a buy now, pay later (BNPL) digital wallet that lets your customers pay for online orders in four interest-free payments over six weeks.

Afterpay requires no additional integration with your Square Online site, so you can automatically accept payments with Afterpay. Learn more about how Afterpay works on their website.

To get started:

  1. Go to Customers > Marketing from your online Square Dashboard.

  2. Click Create Campaign > Email Marketing.

  3. Under ‘Choose a campaign’, select Promote Afterpay.

  4. Select Announce Afterpay acceptance.

  5. Click Next to design your campaign.

Schedule Marketing Campaigns

You can draft your marketing campaigns ahead of time so they’ll send automatically.

To do so, click Schedule at the end of the campaign preparation flow to assign a date and time for your next promotion to be sent.

Schedule recurring marketing campaigns

Set up recurring blast campaigns to automatically send weekly or monthly coupons, reminders and invitations from your online Square Dashboard.

To do so:

  1. Go to Square Marketing in your online Square Dashboard and select Create campaign.

  2. Select a blast campaign, create a custom design and select your audience.

  3. From the Review & Send screen, click Schedule.

  4. Set when you want to start sending the campaign and select Repeatthis campaign.

  5. Choose if you want this campaign recurring indefinitely, sent a specific number of times or sent one last time on a set date.

Note: Recurring campaigns can’t be used with seasonal themes.

If you’re subscribed to Square Email Marketing, you have access to unlimited monthly emails at no additional cost and will skip the payment entry window.

When a customer receives your marketing email and is ready to make a purchase, you can apply their reward at checkout. Each code is unique and cannot be used more than once. Learn more applying rewards at checkout.

Assign marketing permissions

You can assign designated team members to send and manage Square Marketing campaigns. To do so:

  1. Go to Staff > Team >Permissions in your online Square Dashboard.

  2. Select Create permission set and enter a name for the permission set.

  3. Toggle on Marketing and select Continue.

  4. Select the access points where the team member can use their permissions.

  5. Click Save.

Learn more about assigning permissions to your team members.

Manage subscribed customers

To manage the number of subscribed customers in your directory:

  1. Go to Customer Directory and remove any duplicate contacts that may exist by clicking Resolve duplicates.

  2. Review your directory for any old, empty or unused customer records and delete them.

When sending marketing campaigns, a customer is ‘subscribed’ if they have a visible email address in your Customer Directory, and they have not manually unsubscribed or their email has not bounced. If a customer unsubscribes or the email bounces, their email address will be removed from your Marketing filters and smart groups, but it will remain in your Customer Directory.

You can use the Marketing Subscribers filter in your Customer Directory to view subscribed customers.

Feedback

When your customer replies to your email campaign, you will receive an email notification. Their reply is stored in the Customers > Feedback tab of your online Square Dashboard.

Any further email replies will be sent to the customer’s email address and the conversation will show as a feedback thread in your dashboard. Note: This is a private conversation between you and your customer.

You also have the option to send a coupon to discount your customer’s next purchase total of $1.00 or more. Coupons can be redeemed on devices with Point of Sale 4.14 or later installed.

View Campaign Reports

Get real-time reports wherever and whenever you want. Use our email marketing software to see how many people opened your email, how many clicked to learn more, as well as how many made purchases due to your campaign.

To view reports on a marketing campaign:

  1. Go to Customers > Marketing from your online Square Dashboard.

  2. Select Campaigns. By default, all your campaigns are visible. To filter by campaign type, click Campaign Type.

  3. Click the campaign to view an individual report.

Email marketing insights

Square Marketing provides you with reporting that helps measure the success of each campaign, as well as insights into which sales were associated with a campaign. These insights are broken down into two categories:

  • Attributable sales: Attributable sales represent the total amount of sales generated from customers who made an in-store purchase within seven days of viewing a campaign or any customers who redeemed a coupon.

  • Attributable purchases: Attributable purchases represent the number of in-store transactions made by customers who viewed a campaign and made a purchase within seven days.

For answers to common Square Marketing questions, review Square Marketing FAQ.

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