Smoothing Out the Mobile Email Journey
The increase in the number of emails being read on mobile devices is creating significant challenges for subscribers as they make the journey from receiving an email to interacting with content on email landing pages. Retailers have not only been slow to embrace mobile email design, their move to a mobile mind-set for their emails and websites are significantly out of sync, creating instances when subscribers go from a mobile-friendly environment to an mobile-unfriendly one, and vice versa.
Chad S. White is the author of "Email Marketing Rules" and research director at Litmus, which provides email teams with powerful tools for email creation, testing, analytics, and collaboration. He has written more than 3,000 posts and articles about email marketing trends and best practices. A former journalist, Chad previously served as lead email marketing researcher at Salesforce.com, ExactTarget, Responsys, and the Direct Marketing Association.
