This was the year that marketers began to take mobile e-mail seriously, and heading into 2012, it will be important to test and observe what strategies in the space work best for each marketer, writes Responsys creative director Wacarra Yeomans. Among other things, this means maximizing e-mail campaigns to grab attention in the context of how consumers use their mobile devices, as they tend to scan in-boxes quickly for items that grab their attention.

Related Summaries