Mobile Integration is Important to Many Businesses’ Email Marketing Campaigns

In order to reach on-the-go consumers, many companies are beginning to integrate email and mobile marketing campaigns. Combining the two platforms is growing increasingly important, suggests a new study from eROI.

According to the report, 31.6 percent of marketers believe optimizing emails for mobile platforms is important, while nearly a quarter said they were actively testing integration. Additionally, 25 percent currently offer fully optimized messages for smartphone users.

Some marketers have also begun offering mobile-specific versions of their web pages to consumers. Two-thirds (68 percent) of businesses provide limited versions of their websites to mobile users, while 32 percent have their entire sites optimized for smartphones.

Those that don’t offer mobile support cite technical issues and general lack of knowledge about the platform as reasons why they haven’t integrated efforts yet.

A recent report from ABI Research advocates the use of mobile platforms for marketing purposes. The firm suggests reaching consumers through text messaging, search advertising, ads within applications and on-demand video, though it reminds marketers not to be too invasive with their tactics.