Refitting eDMs for mobile

MOBILE OPTIMISATION   EMAIL MARKETING   SMARTPHONE

Talk to any marketer these days and it's all about ‘leveraging the mobile space,' but often people have little or no idea how to do that or where to start and that's all before we consider the finer points of email marketing to mobile devices.

Back in the days when desktop computers ruled the roost and there were barely a handful of email clients that the vast majority of us used, email marketing was a lot simpler as the technical parameters were, if not static, then definitely less dynamic than they are today.

The first principle of any type of marketing is of course to communicate your message as clearly as possible; however, that very basic task has been complicated by the surge in mobile devices that can access the internet.

Every single device, every single OS and every single email client, whether it's checking Outlook on a tablet, Blackberry email or Gmail on an iPod Touch, all have different ways of optimising web content so that's a lot of variables to consider before you've even begun to think about the content of your email marketing.

Thankfully, the way the tech economy is, where there's a problem, usually the solution is waiting just around the corner. Email optimisation programmes help marketers in the primary task of making sure their message is optimised for the device that email is opened in. 

Ordinarily, most email marketing will be optimised to fit mobile devices, so that regular sized email will be cut down to size and your e-marketing will be at the mercy of the target audience bothering to pinch and zoom to see your message.

The neat trick is to have a programme that can detect if the email is being viewed by a mobile device and so open an altogether different email which has been specifically created and optimised for the device it is being viewed in.

Every marketer knows that people who read their emails on their mobile device are usually on-the-go and have limited time to even bother themselves with poorly presented emails. Getting the right email marketing optimisation programme makes sure your message will be conveyed as clearly as originally intended; whatever the device.

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