Two quick questions:
Do you often use your smartphone to check email? And do you delete many of them because they are plain ugly and unreadable?
I won’t be surprised if you said yes to both.
Let’s look at some numbers
- Morgan Stanley predicts that mobile devices will globally outsell desktops and laptops by the end of 2012.
- Ericsson states that by 2017 there will be 9 billion mobile devices– more than the number of people on earth.
- According to research by Tricom B2B and University of Dayton School of Business Administration 59% of US B2B decision makers used a smartphone to gather information.
- See this data from a Google survey called “Think B2B: Connecting with the Customer”:
Properly done, email marketing is still one of the best ways to reach out cheaply and effectively to decision makers, especially in B2B.
But there are still a lot of marketers out there who are making mobile users want to poke their eyes out by sending them emails designed for viewing on larger laptop and desktop screens.
That’s like melting a candle, pouring the wax into your car’s gas tank and expecting to hear the engine start when you turn the key.