About half of e-mail reading occurs on mobile devices, research has found. With this in mind, marketers should take note of how their customers access and read their e-mails as well as what the marketer wants to achieve with the next campaign, advises Mark Ash, eCircle director of media. "Marketers need to make sure each communication channel includes a clear synergy between platforms, a direct and succinct primary message and a clear call to action for customers to interact with," he writes.

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