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We're delighted to offer the first commercially available solution ever for optimizing email performance in mobile devices.
The only solution of its kind worldwide, it gives marketers access to the tools and intelligence required to maximize performance in an increasingly wireless world.
Together, Pivotal Veracity and our exclusive Partners are defining Mobile Email and finally making the elusive industry promise of integrated multi-channel communications a reality!
- Deirdre Baird, CEO, Pivotal Veracity, Jan 08
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How much do you know about Mobile Email? If your answer is "not alot" - don't worry, you are not alone. Below are some common misconceptions and other fun (and useful) facts about Mobile Email.
FALSE. This is a commonly held misconception. While it is true that most mobile email readers prior to 2007 only displayed text, the latest generation of mobile platforms, including the iPhone and Windows Mobile 6 platforms render HTML emails with images and formatting largely intact. Keep in mind, however, that the 2 market leaders - Blackberry and Symbian, do not support HTML formatting tags or images and render an HTML-only message more like text.
PART TRUE/ PART FALSE. In the highly visible North American market, BlackBerry still has dominant market share. However, if you are talking about the global smartphone market, the Symbian OS is by far and away the market leader with in excess of 80% market share compared to less than 10% for BlackBerry. If you are talking mobile devices, Nokia dominates both the US and international market. That is why Pivotal Veracity's eDesign Optimizer solution incorporates rendering across a wide variety of mobile platforms and mobile devices.
FALSE. Similar to the computer-environment, the primary driver of how your message will render is driven by the email reader not the browser. So even though, for example, a BlackBerry will allow you to view websites with some HTML formatting intact using the BlackBerry browser, the BlackBerry email reader displays HTML as text (no images, no formatting). The same applies for other mobile platforms - the web-browsing experience and the email experience are two very different experiences.
TRUE. The W3C Mobile Best Practices for Web Design recommends designing pages that do not weigh more than 20 kb. Yahoo!'s mobile landing page is less than 6 kb as an example. Unfortunately, this 20 kb size recommendation includes the size of all images referenced -- and the vast majority of commercial emails and website pages are far larger than 20 kb when you include the images. Remember - when reading an email on a mobile device, your customer must download the images in order to see them (for those email readers that permit HTML and allow image display). That is why Pivotal Veracity's solution provides an assessment of the "size" of your email both with and without images downloaded so you can make the necessary adjustments.
FALSE. On the contrary, sending Mobile SMS or MMS is expensive as you have to pay not only for deployment but you must also pay the Telecom's message charges (very much like postage). Sending a Mobile Email, on the other hand, does not cost anything more than it costs you to send an email to a customer at Yahoo! or Earthlink.
FALSE. Developing a digital communications strategy for Mobile Email does not and should not stop at the email because most emails drive people to a website, landing page, or online coupon. Mobile web browsers - while being generally more advanced than Mobile email readers - are not the same as computer-based browsers and your mobile user's experience is likely to be a very negative one if you ignore your website assets. That is why Pivotal Veracity's solution includes tools to analyze and optimize your website assets as well.
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