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Experian to publish smartphone email optimisation tips

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By John Glenday, Reporter

February 9, 2012 | 1 min read

With smartphones accounting for an ever increasing share of email usage (52% and counting) marketing services firm Experian has decided to publish advice for consumers into how to optimise their emails for hand held viewing.

They suggest that a good first step is to adopt an email analytics tool to identify what devices and software predominate amongst your contacts – Experian recommend CheetahMobile’s Litmus for the job.

Armed with this information consumers need to look again at the design of their messages, principally simplified navigation and a larger text size to maintain legibility on significantly less screen real estate.

Ideally this would adopt a single column layout and positioning of calls to action.

Specific advice for iPhone users is also offered, with Media Query cited as a useful design tool which allows a single email template to be customised for viewing within the iPhone’s email application.

The 2012 Digital Marketer is to be published in March.

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