The recent 2007 Digital Outlook Report from Avenue A Razorfish (a free download with registration) includes some provocative observations about one of the most challenging new trends in email marketing: the growing number of recipients reading their email on PDAs and smart phones.
This audience shift means changes for nearly every aspect of email marketing, from services and content to the underlying email marketing technology. Here’s a taste of what industry experts say is on the horizon:
- Email marketing services will eventually be able to employ some type of “sniffer” technology to determine where a piece of email is being opened: on a desktop, a laptop, or a mobile device.
- Email marketing lists will begin to include data for both primary and secondary (“on-the-go”) email addresses.
- Email marketers will employ “deliverability” analysis software (some of which is already available) that allows them to see how their email campaign pieces look to users who try to read them on small-screen mobile devices.