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DMA – Mobile email marketing: what to do and why

DMA – Mobile email marketing: what to do and why


DMA - Mobile email marketing: what to do and why

By: DMA

It’ll surprise no-one to hear that smartphones and mobile devices are changing the way we receive email. Research suggests 63% of women and 71% of men access email services on their mobile device.

But it’s important to remember this isn’t just a platform used on the bus or in shops. There’s just as much chance you’ll find someone surfing through emails on their mobile while at home on the sofa.

It is perhaps the most ubiquitous way of consuming email in the modern day. So it’s important to take it seriously.

Whether that means making sure emails render properly on mobile devices or ensuring a smooth transition when recipients click through to a mobile landing page, mobile integration can’t be just an afterthought – it needs to be discussed and considered at a strategic level.

Use what you already know

One piece of good news in considering mobile email is that you don’t have to invest in new technologies to get ahead of the game- you’ve got them already. Many email service providers will be able to tell you the exact devices your recipients are using to read your emails and help you focus your attention on certain screen sizes or platforms.

Once you have this baseline understanding, the other important signal to look for is whether this audience is growing and how fast. The opportunity once you have this group segmented is to send them different emails optimised for the platform and test open rates and reactions.

A big part of the potential success here will depend on your business – what works for a retailer may not be so effective if you are a massive B2B services house. But there’s only one way to find out and get ahead of the game.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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