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Email marketers optimize for mobile

August 20, 2012 | Online Marketing

For marketers trying to reach consumers, email remains one of the best ways to find them. The challenge is cutting through the breadth of messages flooding inboxes. To do so, marketers are increasingly looking to mobile.

As of April 2012, 36% of emails worldwide were opened using a mobile device, according to software company Litmus. Yet many marketers haven’t moved to optimize their messaging for mobile. StrongMail found that just 22% of marketers surveyed worldwide were using mobile-optimized templates, also as of April.

Marketers that are diving into mobile email optimization have different goals and, as a result, their efforts represent different levels of ambition and complexity. At the basic level, most are using common optimization tactics such as reducing text length, increasing font size and narrowing the template to fit within the confines of a smaller mobile screen. Incorporating fewer calls to action and designing messages to be more touch-friendly are also best practices.

Other strategies marketers are beginning to use to create more effective emails include personalization, with so-called triggered emails continuing to raise the bar for timeliness and relevance to consumers. Finally, some marketers are using “Big Data” to craft smarter, more targeted email communications.

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