Read original story on: VentureBeat
Earlier today, mobile payment solution provider, Square announced its new expansion into email marketing. Aiming to help its cohort of businesses to engage with their customers, the company introduced a new tool suite that makes good use of its purchase and payment data to gain consumer insight and help businesses optimize their newsletter campaigns for better personalization and targeting. This marks the latest in Square’s continuous effort to diversify its revenue streams.
Header image taken from Square’s Official Blog
The growth of mobile does not just refer to mobile penetration, but as mobile as a hub for all media activity, particular for email. Mobile has nearly eclipsed desktop in terms of email holding 41% of all opens, compared with 36% from last year according to a Knotice report. Despite the initial interaction, mobile does not in fact generate as high engagement with click rates well below desktop. As more senders get savvy about optimizing for mobile, that number is likely to rise.
From our 2009 best-of the IPG Lab blog series:
Email marketers are in a dire situation. Many of them don’t know it yet. One of the major activities for smartphone users involves checking email. For marketing emails, while the current best practices dictate formatting emails to support both text-only and HTML email clients, the HTML versions donâ€™t scale well to smaller devices. This is a big problem.
Thing is, as smartphones get smarter, more and more are working to support HTML emails in their email clients. The iPhone is a great example. Any email marketers reading this should find someone with an iPhone, and pull up their emails on it. If theyâ€™ve been using text only, with a graphic here or there, it should look alright. But if theyâ€™ve established a graphical header, or formatted the email with a fixed width, the text should be just about impossible to read right now.