mobile adoption + email marketing

Sundeep Grapur has some great tips re: catering marketing emails to be read on mobile devices.

My favorite three:

1. Design for the mobile browser in terms of font and images
2. We preen emails from our smartphone: grabe their attention so they don't delete the message.  Oftentimes, people go back to an email later from a desktop or laptop to really dig into the content.
3. Your primary call-to-action should be a button and not a link.

Read more -

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

push marketing: keep it simple

coupon --> smartphone -->checkout
Bill Ready asks, "What if you could whisper in a consumer’s ear that the item they’ve been looking for is now available, and put a coupon for it right in their pocket? A push notification to a smartphone does exactly that. And it can go even further with a one-click payment link that completes the purchase right then and there, without the need to visit a store – or open a laptop."
Read his complete Forbes.com piece about mobile devices shaking up e-commerce.