Putting mobile first with responsive design can help e-mail ad campaigns take advantage of the rising rate of e-mail openings by consumers. "A lot of effort is now going in to make sure users can scan and click on the e-mail when it's on the small screen. ... Responsive coding and design of e-mail can be complicated and time-consuming, but because of this surging open on a mobile, we see many if not all, of our clients want to do it," said Matt Caldwell, vice president of creative and agency services at Yesmail Interactive.

Full Story:
Mobile Marketer

Related Summaries