MAKING EMAIL TABLET-FRIENDLY

摘要

Mobile marketing is experiencing a big upswing these days. According to Forrester Research, total mobile marketing spending will reach $561 million this year, a 43% spike from 2009. Even more important, 45% of b-to-b marketers think mo-bile marketing's effectiveness will increase in the coming years, according to a January 2011 report, "Is Mobile Right for B2B Marketing?" While a mobile strat-egy in recent years has expanded to include smartphones, a new entrant in the category-the Apple iPad-and the market that it spawned are giving many marketers pause, said Tom Sather, director-professional services at Return Path. Sather spoke to E-Mail Marketer Insight about what marketers need to know to make their email marketing shine on the iPad and other tablets.