 E-mail’s not dead — it’s just on the move: Planning for mobile e-mailKristin Luck and Aaron Jue Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 251-257 Abstract: There was a time in recent history when marketers were bemoaning the death of e-mail marketing, but that has all changed with the ‘on the move’ consumer. E-mails are increasingly being opened on mobile devices, reaching people on the fly. This means the rules surrounding e-mail are changing quickly. Marketers must meet the demands of the mobile consumer when conducting e-mail outreach, and this paper covers the right (and wrong) way to do this. Ranging from e-mail planning guidelines to scalable design, as well as tips and tricks for staying out of the spam filter, there are many considerations that e-mail marketers must consider in the mobile world. Small screens, short attention spans and slow load times are just a few of the challenges that are discussed. Based on extensive research and all the latest statistics, the paper will help provide a ‘best practices’ platform for e-mail marketing in this fast-moving decade. Keywords: mobile e-mail marketing; mobile marketing; e-mail marketing; mobile trends; optimise mobile outreach; market research; mobile market research (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:251-257 Access Statistics for this article More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications |
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