Hey @wrbrunso
So those 34 reachable customers include the any instant profiles with email addresses that may not be viewable to you - and those would be the ones who would receive emails when you send emails through Marketing.
Also, if you don't want to sign up for marketing, you can also pay a small fee per email sent (something like 10-15 cents per individual email [one campaign sent to 34 people would cost ~$3.40-$5.10]), if that's more cost effective for you than the Marketing Subscription, depending on your frequency of emails and number of reachable customers. You can do the math and check it out, just note that some features are only available when you have the Subscription.
For your last question, if there is an email address attached to the card, when it creates an instant profile, it does use those email addresses for marketing purposes.
Square does not always use emails that customers put down for receipts because customers need to consent and sign up for email subscriptions like your marketing campaign.
So again - you can set up a screen at the end of every transaction asking for email addresses for your marketing campaigns, which is highly recommended.
We also use Loyalty which gives the option for customers to enter their email address for marketing campaigns in exchange for extra points.
We've gotten a ton of email addresses through these methods.
Hope this helps!
Pesso
