With MarketingSherpa Email Summit 2013 just around the corner, I wanted to touch on a strategy that, for the most part, is uncharted by marketers – mobile email marketing. According to the MarketingSherpa 2013 Mobile Marketing Benchmark Report, only 11% of marketers are using mobile email marketing as a tactic.
Q: Which mobile marketing tactics does your organization currently use?
What can we learn?
So what can be learned from the pioneers currently active in the mobile space?
For starters, developing a mobile marketing program from scratch is going to produce some tough challenges marketers like Alex Corzo, Manager of Digital Communications and CRM, Marriot Vacations Worldwide – parent company of The Ritz-Carlton Destination Club – can attest to.
At last year’s Email Summit, Alex presented the four-step process his team used to develop and optimize a mobile pilot program on a shoestring budget.
According to Alex, the team encountered two key challenges:
- Landing pages not optimized for mobile browsing
- Limited resources
So, in today’s MarketingExperiments blog post, you can watch Alex’s session from Email Summit 2012. Our goal is to share a proven blueprint you can used to aid your own mobile email marketing efforts.