Html email newsletters 'move to mobile devices'

The key to leading successful email marketing campaigns during a recession is to tailor html newsletters to the changing needs of subscribers, a new report has said.

Many email marketers rely on image-heavy html email newsletters that require image-enabled computer monitoring viewing, the Email Marketing Metrics Report by MailerMailer stated.

However, the reading preferences of an audience now include viewing html email newsletters on their mobile telephones and businesses need to accommodate this.

Different industries are also performing better when it comes to their email marketing campaigns, with medical/dental healthcare and non-profit organisations proving particularly effective.

The banking/finance industry and general small businesses are faring the worst, the study found.

Commenting on html email newsletters on mobile devices, the report noted: "It would be a shorter version of their original message, designed for easy skimming, with minimal use of images."

Email marketing is now regarded as one of the most effective conversation tools, the Forbes Ad Effectiveness Survey revealed.

Written by Greig Daines