IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2013v1i3p251-257.html
   My bibliography  Save this article

E-mail’s not dead — it’s just on the move: Planning for mobile e-mail

Author

Listed:
  • Luck, Kristin
  • Jue, Aaron

Abstract

There was a time in recent history when marketers were bemoaning the death of e-mail marketing, but that has all changed with the ‘on the move’ consumer. E-mails are increasingly being opened on mobile devices, reaching people on the fly. This means the rules surrounding e-mail are changing quickly. Marketers must meet the demands of the mobile consumer when conducting e-mail outreach, and this paper covers the right (and wrong) way to do this. Ranging from e-mail planning guidelines to scalable design, as well as tips and tricks for staying out of the spam filter, there are many considerations that e-mail marketers must consider in the mobile world. Small screens, short attention spans and slow load times are just a few of the challenges that are discussed. Based on extensive research and all the latest statistics, the paper will help provide a ‘best practices’ platform for e-mail marketing in this fast-moving decade.

Suggested Citation

  • Luck, Kristin & Jue, Aaron, 2013. "E-mail’s not dead — it’s just on the move: Planning for mobile e-mail," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(3), pages 251-257, December.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:251-257
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2376/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2376/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    mobile e-mail marketing; mobile marketing; e-mail marketing; mobile trends; optimise mobile outreach; market research; mobile market research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:251-257. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.