Mobile Web Marketing Through Email

With the launch of popular smart phones and other high-end gadgets that let people

surf the internet anytime, anywhere, it is not surprising that an increasing number of users are accessing their favorite websites and email while on the go. So web marketing professionals should take note. In addition, according to the research conducted by eMarketer, majority of mobile internet users are spending more time checking emails than any other activity. The reason for this is simple: email remains as the most important communication tool for both professional and personal reasons.

Meanwhile, the study conducted by the Pew Internet & American Life Project and Nielson concluded that even though desktop users spend most of their time on social networking sites, mobile users give priority to email messages. For June 2010, Nielson found out that in one hour, 25 minutes will be dedicate to email, 6.18 minutes on social sites, and the rest on other activities. This presents a lot of opportunities in web marketing.

It seems that email only comes second to search when it comes to internet popularity. Even then, email remains more effective for marketers because it captures and retains the attention of a highly targeted audience. As a result, it is safe to conclude that email marketing, already one of the key ingredients of a successful web marketing campaign, will become even more important.

Getting Mobile Email Marketing Right

If you intend to take advantage of this trend early, there are a few things you need to look into. First of all, you need to ensure that the email messages you send can display correctly in mobile devices. Some of the considerations include:

Usage - users are pressed for time when they're traveling. That's why it is important to know their surfing habits. Right now, many are used to checking at their inboxes and deleting the not-so-important information. This might start trouble for some web marketing firms because this habit might tend to become regular usage. Of course, if your messages are highly targeted, it will just make your company more competitive.

Content Rendering - the competition in the technology manufacturing sector is stiff. Who will ultimately end up as the winner: the iPhone, Android, Blackberry, maybe even Nokia? Every firm is trying to create the most user-friendly interface that users will get used to. As a result, devices vary in how content is rendered. Make sure that your emails are easily readable in the most popular devices today.

Platform - instead of a big screen in front of them, they're viewing your message in a 2 to 4 inches screen. Email formatting should be distinctive, straight-forward, and large, heavy graphics are ideally avoided.

by: Pilar Torres Wahlberg

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