Your E-mail Messages May Not Get Through
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Even though dotMobi has now introduced standards for e-mail that doesn’t guarantee that your message will get through. We are not talking about spam filters here which are an additional barrier.
As David Baker points out, there is another Horrible Truth about Mobile Email. The nub of what he is saying runs as follows:
Sixty-four percent of decision makers surveyed by MarketingSherpa in partnership with SurveySampling this year said they “regularly view e-mails using a mobile device.” In other words it’s the BlackBerry crowd and their cohorts.
These VIPs are too busy dashing from meeting to meeting to sit at a desk and receive any of your marketing campaigns. They won’t answer the phone because they’re not in the room. They probably won’t reply to postal direct mail because their gatekeeper sorted it out of the incoming pile for them. And when they hit the trade show floor, it’s on their way to making a speech behind a podium. That said, they do sign up for e-mail when it looks useful.
So, you’re probably sending them nurturing or educational e-mails to move them down the buying cycle path. Problem is, 64% of them can’t read your e-mail properly on their mobile device?
Even the dotMobi standards may well not help you. The only answer for the moment may be the simplest of text messages.
Related: Better e-mail messages on mobile devices
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