optimizing email for mobile

knowing that more than 1/4 of emails will be consumed on mobile devices, here are some tips:

1. use call-to-action buttons, not links
2. go for brief subject lines: 15-20 characters
3. stacked layout: columns won't work on a narrow screen - people can only scroll down
4. stick to one call to action:  want to drive them into stores? the email is a coupon. want them to click to your mobile site and make a purchase? the email is a single-use promo code

Supporting articles you may find helpful by:
Pat Owings - Business2Community
Ori Yankelev- Social Media Today
Adrienne Rhodes - BlueFountainMedia
Chantal Tode - Mobile Marketer

email triggers transactions...quickly

eMarketer article today reminds us that email timing does matter: reactions are virtually instantaneous.
Most activity on messages happens within 1st six hours following deployment.
10% within 15 minutes.