In the world of mobile Internet, you need to make sure your e-mails can be easily found, read, and remembered.
I am writing this column on an iPad. My PC crashed. I was sad. It was only a few months old and was working so well. Sigh.
While traveling on business, and with deadlines to meet, the only option I had was to convert 100 percent to an iPad and keep working. So I downloaded a bunch of productivity apps and set up my e-mail to link to exchange, and...voila! This column is born.
I have to say, the iPad e-mail interface is pretty nice. And the keyboard is not too hard to type quickly on. Thanks to the predictive text, most of the sentence you are reading probably even makes sense.
What I have realized though as I use iPad mail, is that e-mail quickly becomes a silo. Unlike my desktop, I am no longer able to enjoy having 20 different windows open at the same time and effectively switching back and forth between them.
As many different reading devices and smartphones hit the market, the way consumers interact with e-mail will have a specific impact on the effectiveness of our messages. Not just from a design perspective, but from a link and interface perspective. Here are a few things as an e-mail marketer you are going to need to consider as we move forward.
We have a whole new world of e-mail opportunities ahead of us as, where more and more people will be able to access e-mail whenever and wherever they are. But we all need to be smart about it, and figure out how to master the implications that mobility serves up. Good luck!
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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December 2, 2015
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