Lauren Johnson reports in Mobile Marketer today that as more and more consumers open email on mobile devices, email advertising campaigns are becoming mobile campaigns. Dave Lawson, director of mobile and digital unification at Knotice, believes that the most effective mobile marketing strategy is to use content that is device-specific. Using device-specific targeting means fewer display errors, a definite plus for the consumer. Individuals will also be able to download apps easily, since the email can link directly to the appropriate app store.

Geotargeting is another advantage of mobile marketing. For example, a consumer at a Jay-Z concert or Giants game is more likely to opt-in if the content of the email is location and event-tailored. After subscribers opt-in, companies can send out location sensitive emails that are more relevant, with features such as suggestions for nearby shops or restaurants. Along with location, time of day is also a factor. With the rise of mobile devices, more emails are found to be opened earlier and later in the day than ever before. This expansion in the hours available to reach subscribers, along with the ability to send targeted information their way, is further evidence that push advertising in email on mobile devices is the anchor of mobile marketing.