TailoredMail Allows Marketers to Create Mobile-Optimized Emails
New app lets users design an HTML5 version of emails, landing pages, microsites, and more.
Posted Oct 22, 2012
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TailoredMail, an email marketing and lead-automation provider, today released a new SaaS solution, TailoredMail 6.0, which optimizes email content for smartphones, making the content more legible and engaging.

"A greater percentage of emails are now read on a mobile device compared to a desktop [computer], but many businesses haven't caught up with their customers," maintains Matt Highsmith, founder and CEO of TailoredMail. "No one wants to spend time pinching and resizing an email, so people are more likely to scan their emails, which makes newsletters and other emails much less productive."

TailoredMail 6.0 automatically displays digital content in one column, and increases font and image sizes. In addition, when users click a link on an email, TailoredMail directs them to an interactive landing page (using HTML5) that users can scroll or swipe. Clients can also create and link to photo galleries, maps, prefilled forms, and polls with the app. The American Marketing Association tested the app for several months and saw a 50 percent increase in its email click-thru rates, according to Highsmith. Implementing the product takes approximately 24 hours, and the price plan starts at $250 per month.

While the cost of creating a mobile optimized Web site often slows companies down, they can get a head start with mobile optimized emails, Highsmith argues. "When you read a newsletter, for example, you don't need to go to the company's Web site, but many companies think they can't move forward until they have a mobile-ready site," he says. "Instead of being paralyzed, companies that are eager to get going with their mobile strategies can start sending their customers optimized emails."

Founded in 1997 and based in Bellevue, Wash., TailoredMail's clients include Toyota, Chevrolet, Shell, and Microsoft.

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