39% of consumers access one or more of their email accounts on a mobile device, according to The Relevancy Group. So now, marketers must adjust their campaigns to screens of all sizes.
With different screen sizes and operating systems, marketers are finding a host of issues affecting the appearance of emails, including images. It’s a frustrating and common occurrence that images often will not display or simply won’t display correctly based on a device’s operating system or email provider.
Several companies are already exploring and testing different techniques for optimizing email campaigns for mobile devices, according to Direct Marketing News. Hotels.com has begun using more text for important messaging, rather than images, and Miles Media, a tourism publisher in Florida, uses text to ensure emails are read properly.
So how should you make sure your message fits every screen? A good first step is to understand who your audience is and what types of mobile devices they are using. Loren McDonald, VP of industry relations at email marketing company Silverpop, recommends that if your focus is b2b then your customers may be using Blackberry and Outlook, so plan according. If your focus are consumers, then iPhone and Android are probably a safer bet. Knowing this information can help you plan your email campaigns.
Have you received a mobile email message with a blank image? Do share.
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