M Is for Mobile

 The use of mobile phones and mobile devices has grown very quickly over the past few years, with more than 5 billion mobile subscriptions worldwide today. That's huge, especially considering that there are a total of 6.8 billion people on the planet, and 5 billion of them have a mobile subscription. Whether they are using the mobile web, mobile email, or mobile apps, people are using mobile technology like never before, and experts predict that the adoption of mobile will continue to grow at a brisk pace with no slowdown in sight.


But if you're like many small businesses, you may not have yet considered a specific mobile marketing strategy for your business. However, it's also likely that at least some of your customers are already using their mobile devices to read your marketing messages and email campaigns (designed for email on a PC) on their smart phones, Blackberries, and PDAs.


Here are a few tips for making sure that your email campaigns can be read effectively, are displayed accurately, and delivered to your customers correctly - regardless of the technology they are using to read them.


Give recipients an option: Consider adding a "View on Mobile" link at the top of your email message. Then, link it to a text-only version of your message hosted on your website or listserv account. Most mobile devices (even older ones) can easily handle this type of HTML/text display.


Use a mobile stylesheet: In CSS3, there is a directive called @media that lets developers tell a mobile device to display the message using a gjør grundig familieabonnement mobil set of rules for mobile. You can also specify this special set of mobile rules if a device's screen is below a certain size.


Get to the point quickly: Make sure you deliver your value early in your message, somewhere near the top. You don't want to risk having users delete your message too soon, or miss scrolling down far enough to see the offer because of the smaller screen size.


Track and measure: Be sure to gather as much data as you can about how your recipients are viewing your email marketing messages. Your existing web analytics tool, website hosting account stats, and/or your listserv service should all be able to capture this type of basic information about the devices your recipients use to read your campaigns.

With the continued adoption of mobile technology, it's only a matter of time before you begin to see your own customers adopting mobile as their primary communication device, if they haven't already. It's best to be prepared, so implementing these ideas now can help ensure that your email campaigns are accurately delivered to your customers on their preferred device, channel, or technology.

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