E-mail’s not dead — it’s just on the move: Planning for mobile e-mail

Abstract

There was a time in recent history when marketers were bemoaning the death of e-mail marketing, but that has all changed with the ‘on the move’ consumer. E-mails are increasingly being opened on mobile devices, reaching people on the fly. This means the rules surrounding e-mail are changing quickly. Marketers must meet the demands of the mobile consumer when conducting e-mail outreach, and this paper covers the right (and wrong) way to do this. Ranging from e-mail planning guidelines to scalable design, as well as tips and tricks for staying out of the spam filter, there are many considerations that e-mail marketers must consider in the mobile world. Small screens, short attention spans and slow load times are just a few of the challenges that are discussed. Based on extensive research and all the latest statistics, the paper will help provide a ‘best practices’ platform for e-mail marketing in this fast-moving decade.