THE FROM LINE EXTENDED: Email Rendering on Mobile Devices Poses New Challenges and Opportunities

The mobile phone continues to rise in popularity as a primary communications device making email rendering on mobile devices a serious issue. According to data from MarketingSherpa, approximately 64% of “key decision makers” are reading messages on a BlackBerry or other mobile device. Let’s find out why this issue is finding its way to the top of many a priority list.

What is the problem?

Right now, mobile devices only display text emails. Basically, they make a mess of a finely crafted HTML message. They are fussy about font size and the user is often scanning, not reading, the text. Email marketers will also have a challenging time separating their mobile users in email databases from traditional computer receivers. The segmentation will be necessary, however, to ensure proper rendering of messages to non-HTML-friendly email clients. Another snag is that mobile devices also make it more difficult for email marketers to determine the true open rate of their campaigns. Metrics, we know, are key to evaluating success and implementing positive change.

How do email marketers solve this problem?… read on 

February 8, 2008 1:30 PM