eBook Page 13

eBook Page 13

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED What does this mean for email marketing First and foremost you have to make sure your messages can be read properly on a mobile. Can you say what percentage of your audience is picking up your newsletter on a smartphone You should know this. Yet according to a 2012 eConsultancy report 48 of marketers do not. Which probably means they are making little allowance for an increasingly dominant communications channel. If even a small fraction of your audience is receiving your emails on smartphones then you need to cater for them by using responsive HTML messages that will render correctly irrespective of their user device. In the past you probably dedicated some time at the beginning of the day to going through your inbox and then maybe dealt with incoming mails according to priority thereafter. That was when your inbox was located solely at work. Now your inbox goes with you everywhere what do you do Chances are your response is more a matter of situation and opportunity. Rather than dealing with emails in a single sitting you will probably handle email communications piecemeal making best use of precious moments such as when you are waiting for a train on the way to a meeting. Mobile devices are altering the way we respond to email. Think of the way you deal with email yourself.