Commentary
Email on mobile: Segment your consumers
- by Wayne Friedman , Staff Writer, December 6, 2010
Len Shneyder, senior product marketing manager and Unica, asked Email Insider attendees: "How many people can segment their mobile audience?" One or two hands were raise.
"There you go," says Shneyder.
Mobile email creative is important, says Justine Jordan, marketing manager of Litmus App - but function is more crucial.
Specific device email-marketing may not be the way to go. Says Chris Studabaker, senior design consultant of ExactTarget, says: "Don't get too caught up in the capability in the devices."
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
Don't ya just love the 'bing' as your mobile phone goes off with another offer from another company with something you didn't ask for. And they try to convince you in 160 characters. Gosh I'm going to drop what I am doing to grab that bargain. If you must use Mobile Messaging (SMS etc.) and it is a fantastic tool make sure you have a relationship with the receiver first. i.e. This type of marketing is much like Email Marketing. Send only targeted messages to a segmented list. Otherwise you will treated like the brochure in the mail. Dumped very quickly if it isn't about me. Cheers Kurt Johansen Australia's Leading Email Marketing Strategist http://www.kurtjohansen.com