Recently it seems as if mobile email has become the No. 1 discussion topic among digital marketers. What's the impact? How do you give subscribers the best email experience in order to get the highest engagement and conversion rates? How important is mobile optimization, anyway? Much of this conversation centers on the on-screen experience: What's the best way to design an email so it renders well and drives opens and clicks (that lead to conversions and other desired goals) on the tiny screen of a smartphone as well as the standard desktop version?
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The three-screen media scenario — TV, computer and mobile — is giving way to a multiscreen media reality for consumers. Television screens and programming still command the lion’s share of Americans’ media day. But the internet is having a profound effect on consumers’ viewing habits and the proliferation of devices is altering their viewing behavior.