Mobile is expected to overtake web-based email this summer

With predictions of more people viewing and reading their emails on mobile phones than on computers, marketers who want to leverage this growing communication medium have to create marketing content specific for mobile devices- it is not enough to have a website which can be viewed on a mobile phone, as the content, layout, formatting and images will not display correctly. Savvy marketers will specifically design, create, test and optimize their mobile websites, mobile emails and videos differently than they would for their online communication as the form factor is totally different. The way we consume media on a mobile device is different to the way one consumes it over a desktop or laptop- as a result, the approach of creating once and publishing on multiple devices and in multiple formats, may not yield the anticipated results.
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http://www.marketingvox.com/email-marketing-mobile-will-overtake-web-based-email-this-summer-051031/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink&utm_term=continuereading