Fünf Fragen zu E-Mail Marketing
The migration of e-mail from the desktop to mobile devices has begun. What should marketers consider as the use of PDAs and smartphones continues to increase?
Mobile e-mail presents challenges to marketers in delivering the type of user experience typically reserved for larger browsers. The relatively small display window and usability of the devices presents the greatest challenges. There are essentially four factors that affect how an e-mail is rendered on a mobile device, PDA, or smartphone:
- Operating system (Palm OS, Windows Mobile, Symbian)
- The service provider (Sprint, Verizon, T-Mobile)
- The device itself (Treo 650, BlackBerry 8700, HP iPAQ)
- The user settings
Marketing
pieces that are optimized to HTML and larger screens don’t render well
in certain mobile operating systems and compressed screens and, today,
it is virtually impossible to detect if the user is receiving the
e-mail at their desktop, laptop, or mobile device. (There is not yet a
standard for e-mail content or sniffer technology that allows detection
much like multipart MIME does with e-mail software.)
E-mail
delivery has gotten a lot more complicated by consumer frustration with
spam, federal legislation, and state-level child protection
laws/registries. How have marketers been affected by these changes and
what are companies doing to evolve their practices?
Corporations
have carried much of the burden of compliance with CAN-SPAM, with help
from the ISPs, who have become the police and enforcers of
delivery—each in their own way. ISPs and private corporations have
ramped spam-filtering policies, which explains why, over the last year,
we’ve seen an increase in “false positives” (delivery of e-mail that is
NOT spam blocked by ISPs). Today, over 40% of marketing e-mail sent to
business environments gets filtered before it gets to the inbox.
