www.blueskyfactory.com
Mobile Email Marketing: Facing the Challenges
and Opportunities Posed by Mobile Devices
Overview
Mobile devices’ emergence as popular communications vehicles—approximately 64 percent of key decision
makers read messages on mobile devices (MarketingSherpa)—presents unique challenges to email marketers.
The three most pressing challenges are: 1) Mobile email offers little in the way of standardization, making
it difficult to design creative that works across many types of devices 2) Marketers are unable to determine
whether users are checking e-mail on a computer or a mobile device and 3) Mobile devices generally display
only text-based emails, improperly rendering HTML messages.
The State of Mobile Environments
Pertinent Information for Email Marketers
• 10 million mobile devices were used in 2007 and will reach 82 million by 2011 (IDC)
• Email usage on mobile devices has nearly doubled since 2004 (AOL)
• 59 percent of mobile device users check email each time new messages arrive (AOL)
• 60 percent of emails will be read outside of the inbox by 2009 (Email Experience Council)
Best Practice Solutions
Or How to Best Counter Mobile Email Marketing Challenges
• Limit Page Sizes: Limit page sizes to 20kb or smaller. Larger sizes may result in slow download times
or worse, incomplete
• Use Multipart MIME: Multipart MIME includes both an HTML and a text-only version in the same
message, displaying the version that the user’s email client is set to display. Or…
• Create a text-only version: Provide a link at the top of your message that sends mobile users
to a text-only page.
• Don’t Rely on Images: Popular email readers disable images by default, so focus on succinct, concise
written messages.
• Segment Your Recipient List: Determine the mobile device users in your database; poll your recipients
about their mobile device use or preferred email viewing medium through a preference center.
1.866.216.BLUE
• Develop Strong Subject Lines:
Dedicate as much time into writing and rewriting the subject line as you do the remaining copy; Subject
lines directly impact open rates.
• Mobile Landing Page: Create a landing page accessible to mobile email users. Place your text above
the link to the special landing page as to bring focus to the email’s content.
© 2008 Copyright Blue Sky Factory Inc. p.1

What Does It All Mean?
www.blueskyfactory.com The proliferation of mobile devices and the increased demand for mobile email requires a strategic response
by email marketers: Marketers must be acutely aware of the significance of mobile devices in modern
communication—avoid them at your own peril. Mobile environments are elusive and ever evolving, so it is critical
that marketers understand mobile device usage and the behaviors of mobile device users. And as problematic
email rendering continues to plague mobile device users, marketers must concentrate on focused, succinct
content messaging.
What Lies Ahead?
Mobile devices are becoming increasingly more ubiquitous and the demands placed upon manufacturers of these
devices are growing. Consider the consumer popularity and competitive reaction to Apple’s iPhone. While the
iPhone has had initial difficulty penetrating corporate markets, it has had success in affecting the mobile email
market. The iPhone’s support of HTML and email functionality has set a new standard for the mobile web and email
experience—and mobile device manufacturers have taken notice: Research in Motion, creator of the BlackBerry
series, is phasing in a device software update that will allow BlackBerry users to view HTML and rich text email
messages, preserving original formatting such as embedded images and font styles and color. Other mobile device
developers, such as Samsung and LG, have launched products with more sophisticated web browsing and email
capabilities, producing user-friendly email experiences mirroring traditional computers. However, while these latest
developments may lead to mobile devices with full online functionality, savvy marketers should continue
to implement best practices grounded in preference, succinctness, and relevance.
About Blue Sky Factory:
Established in 2001, Blue Sky Factory, Inc is an industry leading email service provider providing targeted,
measurable tools and services to leverage the power of the Email communications channel. The company,
headquartered in Baltimore, MD, is the developer of Publicaster™, a webbased, self-service email marketing
application that allows companies to create fully customizable email marketing campaigns. In addition, the
company assists its clients with optimal deliverability rates and database optimization. Currently, market
leaders such as Signature Networks, Improv Comedy Clubs, TIG Global, The National Trademark Association,
Texas Instruments, RMG Connect and Weber Shandwick Worldwide are taking advantage of Blue Sky Factory’s
technologies. For more information, visit Blue Sky Factory (www.blueskyfactory.com) or Publicaster (www.
publicaster.com).
We can help you plan & implement a profitable online marketing strategy.
Contact us today and find out how!
Blue Sky Factory, Inc.
1.866.216.BLUE
40 E. Cross Street
Baltimore, MD 21230
ww.blueskyfactory.com
1.866.216.BLUE (2583)
bsfinfo@blueskyfactory.com
© 2008 Copyright Blue Sky Factory Inc. p.2