Marketing Profs

Mobile technology continues to develop. The number of consumers with mobile devices capable of retrieving and viewing email continues to increase rapidly. The early adopters of the Blackberry have given way, in numbers at least, to those using what are fast becoming fully functional internet-ready devices.

With multiple mobile platforms on the market and mobile phone companies vying for the sale of not only the devices but also the data plans that supply the bandwidth, these "mini-messengers" are in the hands of millions of consumers.

Could your email be more mobile friendly?

Are your email messages ready for the move to mobile? They had better be: Over two-thirds of B2B emailers regularly read your emails on their mobile device.

If you haven't tested how your emails are rendering across multiple handhelds, you might be very surprised, and not in a good way.

Here some things to think about when considering email on mobile devices:

• Communications that rely on image-heavy content, special font treatments, tables, or other advanced coding will not translate well without optimizing the message for the mobile user.
• If sending mobile campaigns, be sure to be honest and very personal. Use the name of a real person if possible.
• HTML links can be used but should be used sparingly and only if the call-to-action link is also enabled for mobile devices.
• If your communication boasts a lengthy terms-and-conditions section, it may be better rendered as a mobile-formatted landing page for the user.
• Opt-out rules still apply. One-click opt-out works best.