Why is it that companies with mobile sites and apps don't optimize their email messages for mobile devices? As studies like this one show, reading email is one of the top and most frequent uses of mobile phones. Studies like this one report an average of 16 percent of email opens are on mobile devices, but I have clients with mobile email open rates up to 40 percent.
You can get a read of your audience by working with a rendering company that inserts code into an outgoing message. They can also show how email looks in the top mobile operating systems (OS). Even if the slice is small, it's growing, and the time to optimize your message for mobile is now.
Here are a few basic steps to guide you.
Email is an essential part of our lives. Make sure it is an essential part of your mobile presence.
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Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!
December 12, 2013
1:00pm ET / 10:00am PT