B2B marketers should treat mobile e-mail differently

02/17/2012 | BtoB Magazine

If business-to-business marketers want to improve their industry-trailing open rates, they should think of mobile e-mail as a different animal, writes Michelle Boockoff-Bajdek. Understand that mobile users can't read their e-mails the same way and don't open them at the same time as they would on PCs. Consider different content and timing for mobile platforms and continually measure for correct optimization.

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