businessbrief.com/salesmarketingupdate » Mobile email marketing: 4 ways to know if you’ll hit the mark

Mobile email marketing: 4 ways to know if you’ll hit the mark

July 13, 2011 by Charlie Walker
Posted in: communication, Email Strategies, In this week's e-newsletter - Sales & Marketing, Latest News & Views - Sales & Marketing, New Research, online marketing, Technology

Are your emails designed to appeal to the mobile-using audience? It’s time to make sure they are.

Reason: Over the past two years, a rapidly growing segment of the audience is using mobile phones to access email.

Today, one out of every five emails is accessed through a handheld mobile device, and that stat’s only going to grow as more people acquire smartphones.

The shift is being felt by marketers targeting desktop users, too. Email clients, like Outlook, Thunderbird and Apple Mail have lost 11% of the market over the past two years, according to a report from CampaignMonitor.

Questions to consider when you’re trying to determine if your email efforts are on the mark:

  • Are your messages designed to come across well on a variety of presentation platforms — desktop, web-based and mobile?
  • Does your message play well on the small screen, or should you start sending out magnifying glasses?
  • Which mobile operating systems aren’t compatible with your preview text or images?
  • Will people with smartphones be able to navigate easily enough to access your message?

If you’re not sure of the answers to these questions, there’s help.

Litmus, an email analytics business, has put together an easy-to-read reference chart that can provide information on what works with what.

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