Mobile marketing has been growing in importance every year. These tactics will no longer be considered optional. In fact, a study from Return Path revealed more than half of marketing emails sent in November and December of 2013 were opened from a mobile device. Recipients were even opening messages from retailers on Christmas Day. It's a good time to assess your mobile capabilities, ensure your website and emails are optimized for smartphone or tablet viewing and consider your mobile SEO strategy.
Email is one of the primary activities done with mobile devices, and this means marketers need to adjust. Although it's important to ensure emails are optimized for mobile and have a high level of readability, the subject matter also needs to be relevant to mobile users, according to Chief Marketer. In the past, marketers may have included several offers in one message, but this isn't effective for mobile because people are more likely to scan emails quickly. If the content is engaging, they may act on the message.
Because of the necessity of relevance in mobile marketing, personalization is essential in reaching smartphone users. Marketers need to strive to send messages with unique offers to interest their target audiences.