Interactive marketing is generally fast paced and unforgiving. Like life itself, the only constant is change and so you need to be aware of what’s happening now and what still works from yesterday. More consumers are moving toward smartphones and tablets and that means they are looking at ways to view email on these devices.
 
Melanie Attia, Product Marketing Manager for Campaigner has studied the matter and has a few suggestions that make the transition a little more focused and clear. It seems that, like a lot of other things in the interactive marketing arena, some of the changes necessary are about making some common sense adjustments.
 
For example, Attia explains that one of the transitions needs to be compressing any images you use in an e-mail marketing campaign designed for mobile devices. She also goes on to explain if you can’t compress the images properly for use on a smart phone or tablet, it's best to rework the message itself so that clearly explains any missing information that's left behind by the lack of visual.
 
She also says there's really no cause for alarm and that many of the traditional ratios that existed for an e-mail marketing campaign before mobile applications became all the rage still work. For example where possible, you should be sending a 70 to 30 ratio between content and images and a call to action should still be present somewhere in the e-mail preferably with the image.
The first five words of the subject line are still one of the most important parts where you need to make the sale and it’s still essential to make sure all of the most important content is front and center following the more traditional roles of the inverted pyramid borrowed from journalism.