Back in 2012, PayPal processed $14 billion in mobile payment volume, more than three times the volume it achieved in 2011. The increase in mobile payments across the UK was being driven by the increase in smartphone penetration. This in-turn, saw a change in the way consumers were making purchases. PayPal wanted to bring this change in behaviour to the attention of their SME merchants by educating them further on what they needed to do to fully optimize their sites for m-commerce and take advantage of the trend. 
 
The email campaign targeted over 400k existing SME merchants driving them to a responsive microsite hosted and fully supported by the Eloqua automated marketing platform (a first for PayPal) that housed a range of content that catered for all levels of understanding of m-commerce, in a number of different formats, including (naturally) making them optimized for mobile. 

As a result of the campaign, awareness of mobilisation doubled and 24% of merchants were encouraged to include mobile in their business plans. The way the campaign was structured has also enabled us to run the campaign in Germany.