Best Practices for Square Marketing
Once you’ve set up Square Marketing, try using the following best practices to actively engage with your customers.
Choose Your Audience
With Square Marketing, you have access to automatically created lists of your loyal, casual, and lapsed customers. With these insights, you’ll be able to target customers who will be most interested in what you’re sending. For example, one group may be more appropriate to send an event invitation to, compared to another group that’s better suited to receive a sale announcement.
You’ll also want to think about the action you want each customer to take when they open your marketing campaign. Whether it’s to shop a sale or RSVP to an event, your best bet is to include one actionable link (commonly referred to as a call to action, or CTA) as the highlight of your email. By utilizing the ready-to-go templates available through Square Customer Engagement, you’ll be able to add your CTA with limited effort on your part.
Grab Your Customers’ Attention
Make sure the title of your campaign is something that will catch the attention of the group of customers receiving the email. Your campaign name will be the first thing your customers see in the subject line, and could be the deciding factor in whether or not the email gets opened. Knowing this, try to get creative but always be simple, direct, and actionable with your campaign names.
While you’ll want to make sure to pique your customers’ interest with each campaign, you’ll also want to stay mindful of the frequency in which you send out these emails. When thinking about an appropriate cadence, try to limit your campaigns to once a week (per customer group) and only send if the content is worth your customers’ time. Campaigns that aren’t engaging to customers typically result in unsubscribes.
Find Your Rhythm
The Marketing tab on your online Square Dashboard houses insights on how your campaigns are performing. You can view the open rate (how many people opened what you sent) for each campaign, your click-through (how many people clicked on your CTA), and how many customers visited your business and made purchases as a result of what you sent.
It’s important to understand the day of the week and the time of day you send your campaigns are a big factor in these insights. Make sure to leverage the tools available to you through Square Marketing so you can make educated decisions on when to engage with your customers. Keeping the recipients’ time zone in mind, try to send out campaigns in the early morning on weekdays (Sunday evenings also have a great open-rate due to people preparing for the week ahead.)
Show Up and Be Mindful
One of the worst things that can happen to a campaign you’ve spent time on is for it to get caught in your customers’ spam filters through their email service provider. Subject lines like Click Here for a Prize! or WIN A FREE VACATION! are always likely to go straight to someone’s spam folder. You can also familiarize yourself with the FTC’s spam laws to learn more about common spam triggers.
You’ll also want to stay aware of the appropriate ways to gather your customers’ information so that they can receive campaigns from your business on their own terms. Collecting email addresses by using Square’s Email Collection Tools is the best and most honest way of asking for sensitive information. Uploading a list of contact information that was purchased on the internet is not a good idea, and could result in issues for you and your business.