Email Marketing Using Handheld Devices

According to the Pew Internet Project Survey, 58% of adult Americans have used a

cell phone to do at least ten non-voice data activities, such as Texting, E-Mailing, taking a picture, looking for maps/ directions and recording videos.

This survey shows that a large number of people have gone mobile and as a business person; you should not be left behind.

You may run a successful website for your business and assume that it is enough. However, if your online portal is unfriendly in the Mobile Web Platform; you stand a chance to lose to your competitors who have embraced Mobile technology.

Customer is king is not just a clich but a reality and when it comes to ecommerce, customer-centricity is the key to success. The idea is to provide the potential customer with what he needs, where he needs, with full information and at a fair price.

The first step is to find out the number of customers who read your E-Mails on their cell phones or other Portable Devices.

You should create a text version of your HTML message and place it on a page at your website. Then, put a link to the Text version at the top of an Email Message, next to the link to your HTML version. Count the number of clicks the link draws the first three or four times you send it out.

Depending on your products or services, the number of clicks you receive will give you a hint on how to proceed with the mobile campaign.

Differences between PC and Mobile Email Marketing

The first obvious difference is the size of the platform. The PC screen measures 13 to 21 inches compared to 2 to 4 inches of mobile platform.

Secondly, Mobile Devices vary in how they render content to the user depending on the model of the phone. Blackberry and I-Phones may be able to show HTML content but this does not allow you to sit back. Text usually renders well on most devices and you want to optimize your E-Mail campaign for users with the smallest sized screen.

Thirdly, most mobile phone users only use their phones to scan for E-Mail messages while waiting for flights, taking the commuter train to work or home, sitting at a childs soccer game or when they are stuck in traffic.

They scan through the inbox quickly to see which E-Mails open immediately, which ones to delete and which ones to view later at home or in the office.

Lastly, some features are quite difficult to incorporate in mobile phones. This includes Videos, Widgets and shopping cart facilities.

These differences require you to optimize your mobile software capabilities if your E-Mail strategy is to work effectively to your advantage.

by: Britney Kalo

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