Mobile email marketing audience is diverse

Firms should not assume that they can target all mobile email marketing audiences in the same way, it has been claimed.

A senior reporter at Marketing Sherpa, Adam Sutton, described how every mobile audience will have unique preferences; there is not just one single demographic at which companies can aim their targeted email marketing.

He suggested the main challenge posed by smartphones is that there are several different operating systems popular among consumers, so while a page may look good on a BlackBerry, it could look terrible on an HTC handset.

Mr Sutton reported on a campaign organised by Marriott Vacations Worldwide, with the company's manager of digital strategy and services, Alex Corzo, noting that the choice was clear which platform to model the firm's content on.

He said: "The iPhone was astronomically the highest in terms of the actual visitations, so we decided to go ahead and optimise just for the iPhone user as a test and see where that took us."

Furthermore, the executive features editor at Marketing Land, Pamela Parker, pointed out that there are any number of features to consider within an email marketing campaign.

She urged advertisers to assess what the best ways of engaging consumers will be in 2012 and consider how options such as social media can be used alongside emails.