Today’s digital consumers have forced publishers to move some of their marketing efforts away from print and toward online and mobile. However, September 2014 research from FOLIO:, sponsored by Lyris, found that publishers were still struggling with email marketing—a more “traditional” digital channel.
When running digital campaigns, marketers can’t forget mobile, another problem area for some publishers. One-third of respondents said that mobile optimization was a challenge, but once again, they planned to make an effort to fix this in the coming year. Fully 39% of respondents said that email optimization across all devices was a top priority—the third most popular response.
The study found that publishing professionals were making strides toward mobile-optimized emails, albeit slowly. More than one-third of respondents said their emails were fully optimized for mobile. An additional 31% had started working on this and planned to complete mobile-optimized email efforts in the next 12 months. Still, the remaining 35% hadn’t started, and nearly half of respondents in this group weren’t even sure where to begin. Read the rest at eMarketer.