MMA Whitepaper: The Essential Considerations for Mobile Email | MMA
The Essential Considerations for Mobile Email
Release Date: 
July, 2013
Education Section: 
Topics of Interest: 

Mobile devices are revolutionizing the way people experience email today. The use of mobile email continues to grow as more consumers seek to stay informed through their smartphone, tablet, or other connected devices. With 88% of people checking their email via mobile devices daily, it’s imperative that marketers develop a strategy to produce emails that are optimized for mobile. In fact, more Android devices are registered every day (1.3MM) than there are weddings, babies born, and deaths COMBINED each day globally... x2!

However, there is no single quick-fix or solution for effectively delivering email to mobile. As you’ll find in this primer, effective mobile email delivery requires a strategic organizational commitment.

The Mobile Marketing Association’s Mobile Email Committee has collaborated to produce this primer to help brand marketers, their agencies and enabling partners with essential, preliminary guidance and sound practices to optimize their email for mobile. To advance the collective body of knowledge as things mature, The MMA will also actively solicit feedback from brands, agencies, and practitioners to establish “best practices” and ultimately “industry standards.”

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.