Email Marketing and Mobile Internet

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I remember the time when I bought my first smartphone. I did so because I wanted to be able to access my email when I was on the road. Now, why do I come up today with this old story? I want to come back to some basics, which are easily forgotten in all this noise about mobile marketing. My way is to approach new opportunities by building on the proven tools that are already working.

Email is the mother of mobile internet services

Today more mobile devices are connected to the internet than old-fashioned PCs. And this is not a fad, more mobile devices come to the market with more capabilities etc. The networks become faster and cover more and more areas. But it is remarkable that Google develops a new offer Email to SMS while the mobile internet explodes. And Google is a main driver of the mobile internet development.

Email’s reach is strong and growing

The reasoning behind this offer is simple: extending the reach. Normal mobile phone connections are now available almost all over the world, even in rural areas where you do not have land line phone connections. So Google makes email service available to people in these areas via SMS, extending the reach of Gmail hugely.

Different communication needs demand different messaging modes

Google people are smart. And obviously they did not forget the basic reason for all this online and mobile services: connecting people. There are simple phone calls. There are super fast chat services, even for voice and video communications. And they are fine, if you have the required hardware and infrastructure behind you, and the time and wish to be personally available.

But then there is also information you want to access on your own schedule, and in the possibly keep it for the record, in a searchable data store to find it easily if needed. This applies to many formal communications, like invoices, receipts etc, and for information which is worth receiving and keeping, without allowing it to control your time. This is the job for email.

Email is a medium for high quality information

This means email is the medium to send substantial information, which might be stored and searched later, but does not need immediate response. The recipient can access that information almost wherever he is, at a time of his choosing and then organize and prioritize it. If you keep this in mind and choose email as communications mode only if appropriate for the information at hand, you have a good chance to reach with your email not only your recipient’s inbox, but also your recipient’s mind.

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