Where once mobile might have been an interesting channel for a few innovative brands to explore, changing consumer habits now mean that all brands need to put mobile at the heart of their marketing strategy.

When creating email campaigns, for example, it’s essential to recognise that a decent percentage of your customer database will be opening your emails on a mobile device.

In a recent LBi campaign, a much higher percentage of users opened the email on mobile than with desktop email clients (see below). We expected that the mobile open rate would be high because the company we were sending an email for was a B2C tech-savvy software company, and the email was sent on a Friday afternoon, but the results surpassed our expectations. Read more »