Not sure if you should be marketing your emails to mobile users? David Murphy, Editor of Mobile Marketing Magazine, thinks you should think again!

David shared a great analogy: "Not embracing mobile optimized design is the equivalent of having a shop that is closed when all of its competitors are open. Ecommerce has changed the world of retail. Anyone can already buy anything in front of a PC and mobile is the next logical step. What I don't understand is why every operator hasn't worked it out yet. Huge brands in the mobile space that you'd expect better from are still providing poor quality mobile content."
It is so important to make sure that your emails are designed with mobile users in mind. You have to change and update your email strategies to make sure that you are thinking of your mobile users as well as your traditional users. If you want your mobile users to be able to utilize your marketing emails just like your traditional users can, you are going to have to put some thought into how you design your emails. You don't want your users to have to pinch, scroll, enlarge, shrink, click, etc. just to read your emails. If that is the case, you are going to have a problem with users just simply deleting your emails, instead of going through all of the trouble to read them. You have to research ahead of time and make sure that you are taking care of any potential issues with your campaigns.

Would it be worthwhile for your business to go ahead and make the change to mobile optimized marketing? Most of the time, the answer is 100%, resounding YES!

Econsultancy research, cited by David Moth, senior reporter at Ecosultancy, "Shows that 39% of companies don't have a strategy in place for optimizing their emails for mobile, while 37% said their strategy was basic. This means they are potentially missing out on click-throughs and sales, as well as wasting their own efforts by creating email campaigns that won't be read by their target audience."

If you think that you would benefit from moving over to mobile email marketing, there are several things that you can do to make the switch. First of all, make sure that you keep all of your email messages super simple so that you can optimize them better for mobile use. Keep testing over and over again to make sure that your mobile messages are loading correctly, and that all of your links work. Another insider tip? Making sure that your "call to action" is in the form of a button and not a link. Consumers respond better to buttons. Also, make sure that you research to make sure when your emails will get read the most. Most research shows that Friday and Saturday are the best days for mobile email campaigns, while Sundays and Mondays are the worst. Want a simple, yet effective thing to keep in mind? Be very careful with your subject line. It is going to be what determines whether or not your email even gets opened in the first place!

A great article for tips on optimizing your email marketing campaigns can be found here. It might sound like a daunting task to make the switch to mobile emails, but if you go through with it, you will really be able to reap the benefits. Keeping these things in mind will help you to better optimize your mobile email marketing campaigns going forward.