Tips on email marketing to engage the constantly connected consumer via Mobile Optimization and Context Marketing from Lyris. Download the complete guide to Mobile Optimization and Context Marketing at http://landing.lyris.com/engaging-the-constantly-connected-consumer-mobile-optimization-and-context-marketing-US?source=70170000000iZbN

1. Digital Marketing Brief
Engaging the ConstantlyConnected Consumer:
Mobile Optimization and
Context Marketing
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The mobile platform represents the most powerful mechanism yet for delivering
contextually-relevant communications to consumers who are always on the
move. Marketers who leverage mobile marketing at its best will provide unique
experiences for consumers, regardless of time or space restraints, in ways that
are differentiated and intensely personal.
What’s come to be called the device revolution really is a revolution – with a
whole slew of new technologies, consumer trends, industry movements and,
as a result, marketing activities that are associated with it. The move to mobile
devices represents a tremendous opportunity to extend the reach of integrated
digital marketing campaigns, target customers and prospects more effectively,
and increase return on investment.

2. Summary
Effective Email Marketing Tailored for Mobile Users
The mobile experience is not only defined by the message itself, but also the context in which it is presented. This
new environment means the days of detailed email are over. Recipients spend an average of only 15 - 20 seconds
looking at your email, if they open it at all. So it’s imperative to keep your messages short and employ the pyramid
style of writing by including the most important information first. Also consider using infographics and pictograms in
lieu of text, as appropriate.
Here are some other ways to cater to your mobile audience:
Keep email subject lines concise – As few as 15 characters of your subject line may be visible on a mobile device, so
be concise.
Optimize email pre-headers for mobile – When designing for mobile, optimize the valuable top text space with
appropriate pre-headers, the text lines on the top of your message that show up first. The first header should
always be a mobile-friendly link that says something like, “Having trouble reading this email? View our mobilefriendly version.”
Design for image-free mobile versions of your emails – While images can enhance the visual appeal of an email on
a computer monitor, you also need to consider that they can lead to longer load times on mobile devices. Place your
emphasis on quickly getting your core message to your mobile subscriber.
Provide a text-based version of emails – This is a requirement for many mobile readers.
With new mobile technologies come new challenges and opportunities, but one thing is clear: Mobile users – whether
tied to a cell phone, smartphone, or tablet, or utilizing app downloads – are rapidly becoming comfortable with
accessing and interacting with brands whenever and however they want to, and expect to have a seamless experience
doing it. Utilizing e-marketing solutions that make it possible to fully embrace and leverage mobile technologies can
help marketers keep pace with consumer demands.
Download our guide, Engaging the Constantly Connected Consumer: Mobile Optimization and Context Marketing, to learn
more about digital marketing tools that can help you tailor your messages for the in-the-moment, always-connected
mobile consumer.
Download the Full Guide
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
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