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BizReport : Mobile Marketing : December 09, 2008

Three tips for mobile email optimization

With more consumers accessing email via their mobiles, it is time for email marketers to take notice - and optimize emails for mobiles, too. Here are a few tips to get your next campaign off to a good start.

by Kristina Knight

First, make a core message. Every email contact should have a succinct and deliberate message; for mobile this is also true, but even moreso. The core message for an email must be showcased for mobile phones. If a typical email message has three columns with extra information on one side, the main message in the middle and an ad on the right, cut out the extra information and the ad so that the main message is showcased. Include a campaign image at the top of the message for mobile users. This way consumers get the actual message without formatting or stylistic issues that can be frustrating for mobile viewers.

Second, set up messages according to the screen dimensions of most popular mobile devices. By developing this type of wireless application protocol (WAP), the messages will render and conform to mobile devices.

Finally, place the mobile link at the top of the message and give consumers a button to click to sync the mobile message to a mobile website.

Tags: email marketing, mobile devices, mobile marketing

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