ExactTarget Launches New Guide to Help Marketers Optimize Campaigns for Mobile

Research-Inspired Guide Features Practical Advice on Designing for Today’s Mobile Inbox

INDIANAPOLIS–(BUSINESS WIRE)– Global cross-channel digital marketing provider ExactTarget  (NYS: ET) launched a new mobile optimization guide today, providing practical research-driven advice on how to optimize email for mobile devices.

Featuring consumer engagement data from Brazil, Canada, France, Germany, Spain, U.K. and U.S., the new Designing for the Mobile Inbox guide features global insights on how consumers engage with marketing content while on the go.

“Mobile is transforming business, fueling a digital marketing evolution that requires brands to evolve cross-channel campaigns to meet the unique needs of hyper-connected consumers,” said Tim Kopp, ExactTarget’s chief marketing officer. “The proliferation of smartphones and tablets provide marketers a tremendous opportunity to view mobile engagements as part of the path to conversion by delivering data-driven content with a focus on the customer’s overall experience.”

The new guide features actionable advice to help marketers optimize campaigns, including:

• How to design for touch-enabled devices
• Best practices in determining subject line and from name
• How design elements, such as colors, contrast and text size, can affect mobile engagement

“With more than 1 billion smartphones in consumers’ pockets at the beginning of 2013, mobile is driving a second Internet revolution that’s even more profound than the first one,” wrote Thomas Husson and Julie Ask in the Feb. 2013 Forrester Research, Inc. report, “2013 Mobile Trends for Marketers”. “Brands that can serve customers’ situations, preferences, and attitudes in real time on mobile devices will leapfrog the competition and, more importantly, provide their services at a premium.”

To download ExactTarget’s Designing for the Mobile Inbox research report, click here.

The debut of ExactTarget’s Designing for the Mobile Inbox follows the launch of ExactTarget’s latest mobile innovations MobilePush and MobileConnect. MobilePush enables marketers to power push notifications from applications on smartphones and tablets and seamlessly integrate the message with campaigns across email, mobile, social and the Web. ExactTarget’s suite of cloud-based mobile applications also includes mobile optimized email and MobileConnect, an SMS messaging application that makes it easy for marketers to integrate mobile-originated or mobile-terminated messaging into the digital marketing mix. …read more

Source: FULL ARTICLE at DailyFinance