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Are You Truly Utilizing Mobile Marketing?
By: Elaine Reed
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It’s no secret that smart phones have taken multitasking to a whole new level. Companies have responded with a bevy of options including websites formatted for mobile phones and tablets, and apps designed to showcase key content and make doing business quick and convenient. But what about email marketing?

In 2011 studies showed that fewer than 25% of emails were read on a mobile device. But with the growth of tablet and smartphone usage, that number is starting to rise. Plus, people are using fewer apps. Smartphones have a limited memory capacity, which means that people wind up deleting non-essential apps. What do they keep? Their email apps.

Most retailers still have not optimized their email messages for mobile devices. This short sighted approach will hurt business over time. People are using their tablets more and more to read email and to shop. Plus, they rely on their smartphones to keep them occupied and in touch when they’re stuck in traffic, standing in long lines or even in an airport, waiting for a free power outlet to boot up their laptops.

Marketers need to remember that images are turned off by default on smart phones and thus create email that does not heavily rely on images. They also need to consider where customers who click through their emails land on their sites. Typical landing pages may take too long to load to a smartphone. The technology exists to determine where a visitor is coming from and to direct them to the appropriate page. This technology isn’t so expensive that only big e-tailers can afford it. Anyone who relies on email marketing to drive traffic to their site needs to use it.

Keeping mobile users in mind will require some time and effort up front, but it will be worth it. Ensuring that users can read your content and take action on any device will increase traffic to your site and improve conversions. Plus, mobile marketing isn’t going away. Making your content mobile friendly now will save you time and money as the market continues to expand.

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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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