The other day, I was trying to think of a good birthday present to get my mom. When I was on my smartphone, I noticed an email with a subject that read, "Purchase gift cards for store of choice - no shipping costs." When I opened the email, however, the format made it impossible to read on my phone.
Later that day, I ended up finding a gift card at CVS instead, and the message will likely remain unread by me until the end of time.
This is a relatively common problem with email advertising, but as a small business owner, do you have a strong enough incentive to invest valuable resources in mobile marketing campaigns? A recent study indicates that you do.