Mobile email is a massive opportunity for marketers

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Over the last two years, email has emerged as one of the most important messaging channels in mobile. 44% of people now access email on their mobile devices, while open rates have surged to a record-breaking 31%. By the end of this year, email will be read more on mobile than on desktop computers. That’s a massive shift in usage behavior, and it creates a big opportunity for marketers to engage their customers.

Unfortunately, marketers are completely missing out on mobile email. Perhaps distracted by sexier alternatives like push notifications, they forget that email is a core component of a multi-channel messaging strategy and carries a variety of strategic benefits. For example, it’s the only messaging channel aside from push that can re-engage lapsed users. It can also be accessed at any time, and it’s great at driving purchases on desktop.

Embracing mobile email requires, first and foremost, a change in attitude. It also carries several technical and editorial considerations, such as adopting responsive design techniques and creating more bite-sized chunks of content. One thing is clear, though: marketers who take a mobile-first approach to email will reap significant benefits, especially as this messaging channel continues to grow in prominence.

For ideas on how you can take advantage of mobile email, read our thoughts on VentureBeat.

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