We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

Merkle Creates and Delivers Mobile Optimized Email for Marketers

April 19, 2010
Columbia, MD

Merkle www.merkle.com, the nation's largest and fastest growing independent customer relationship marketing agency, announced that it is creating and delivering targeted, graphically rich mobile optimized emails and providing advanced mobile campaign insights for its nationwide client base of top brand. The delivery of dynamic and personalized content that displays properly across all mobile Internet-enabled devices and major smart phones, including iPhone, Palm Pre and Driod, with vital post-campaign tracking and analysis, was previously not widely available to marketers.

Traditionally, ensuring the appearance of emails on mobile phones has been a challenge, causing many marketers to resort to sending text-only emails to its opt-in customer base. The newness of the technology means that there is also a lack of standards across mobile phone platforms-creating issues with how each mobile device displays graphically rich email. Further, differences in display sizes among different devices make dynamic content delivery, post-campaign open rates, click-through tracking and other requirements continuous issues.

"The mobile channel has quickly transformed from an interesting marketing option to a fundamental element of today's integrated customer marketing programs," said Tim Judson, Vice President, Email Solutions, Merkle. "In researching this remarkable shift, we found that mobile email users spend approximately 18% of their permission email time on a mobile phone, indicating the importance of sending email that renders correctly across multiple devices. That is why we are excited to be one of the first marketing agencies to give our clients the ability to extend their email programs to all mobile users as well as design innovative new campaign strategies to reach on-the-go mobile customers."

Recent campaign results point to the growing use of mobile as a marketing channel, in that up to 7% of clicks on email marketing messages come from consumers who use "Click to View" links to see the message or offer properly online. And according to Merkle's View From the Mobile Inbox report of email and related digital media, half of U.S. adults online have an Internet-enabled mobile phone. Of this audience, forty-four percent check their primary, personal email acocunt on their mobile at least occasionally, with over half of the mobile email users (58%) checking multiple times per day. 

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organisations have partnered with Merkle to maximise the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalised marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 13,000+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

Media Inquiries