The important challenge for email marketers in 2010 has been the increase in email use through mobile, fuelled by the growth of mobile phones sales and smartphones in particular. The research firm Radicati Group predict the wireless email market will hit 1 billion mailboxes by 2013 (Radicati, 2009); Nielsen claim 41.6% of US mobile Internet time is spent with email, a rise of 10% across the previous 12 months (Nielsen, 2010).
With the mobile revolution expected to continue throughout 2011, what are the implications for email marketers? In the future direct email marketing, we need to consider following factors.
• Design Of Email/Newsletter
Marketers should take extra care when working on email design: make sure templates are optimised not just for desktop and web-based email clients, but also for mobile clients.
• Time and frequency of send
Viewing habits are different for “mobile email viewing”. It’s important to carefully think of the best time and number of messages required to reach your recipients.
