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E-mail Marketing on the "Third Screen"

Mobile e-mail delivery is going to be a force to reckon with over the next year. C-Level executives – the sweet spot for most technology marketers – are increasingly accessing both e-mail and Web sites via mobile devices such as Blackberries and Palms. In a recent study, Marketing Sherpa found that a full 64% of decision makers view electronic content on mobile devices – a staggering number considering how few technology marketers are explicitly gearing their content for mobile distribution.

ExactTarget, an on-demand e-mail marketing software company, writes about the importance of scaling your e-mail marketing messages and newsletters for the "Third Screen." In its white paper, Email Marketing for the Third Screen: The Adoption of Mobile Email and its Impact on Email Marketing Deployment, ExactTarget outlines the rapid deployment of smartphones and PDAs for accessing electronic content, and what e-mail marketers can do to stay ahead of the trend.

In the past, e-mail marketers worried about text vs.HTML e-newsletter delivery – today however, e-mail marketers need to take the next step and begin designing e-newsletters and e-mail marketing messages for mobile devices. If we want to continue to reach the most influential sect of technology buyers and decision makers, we need to adjust to how they view the world – and our content.

-BH

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