The mobile platform is quickly becoming one of the most popular and powerful marketing tools in existence. It is extremely personal, easily measurable, high interactive, and very cost effective. On top of all that, it goes great with email. If you need more proof of its potential, this article will provide it while explaining the importance of having mobile tools included in your email marketing solutions.

Mobile is Direct Unlike advertising via newspaper, radio, TV and other traditional media, mobile enables you to reach your target audience directly. It is much like email in the sense that it allows you to bring your message right to the consumer, only this time, you are reaching them on a smartphone or similar device rather than a computer. The direct approach equals one-to-one, two-way interactions that allow you to have conversions and get to know your subscribers beyond the basic demographic information you have in your database.

Needless to say, having convenient access to mobile tools can be quite beneficial for building relationships with your audience. Mobile Content is ‘Likeable’ Many of today’s mobile devices are very comparable to the high performance computers you typically find in the home or office setting. The very basic of these devices provide the user with rich sharing capabilities that allow them to easily pass along interesting content to their friends. This is great for the marketer who has decided to adopt a mobile mindset. Whether it is an email message, photo, or video, a great piece of content can go far and have a viral impact using mobile as a launchpad. With the right strategy and the right tools, it could be your content that travels beyond its original destination and reaches the masses.

Mobile is Effective Although it took a while to get off the ground, we have witnessed enough to say that mobile is indeed an effective marketing medium. Just like email, this is a permission-based method, meaning that people have to opt-in to start receiving your messages. This factor alone makes the subscribers you are able to obtain highly qualified simply because they took the initiative to sign up for your mailing list. And since they subscribed willingly, they are more likely to respond to your marketing message. According to research, the typical cell phone user views a text message within 15 minutes of receiving it and respond within an hour. Now these type of results are hard to ignore no matter how good business is at the current moment. Conclusion Mobile is here, and those who want to take advantage would be wise to start prepping their strategy right now.

There is still plenty of time to make your entrance, but it never hurts to get a jump on your competitors, who by the way, are probably just as savvy as you. Find an email marketing solution equipped with a good set of mobile tools, and you will be a step closer to making an impact in one of the hottest channels going today.

Guest Post By: Francis Santos is based in the LA area and an up and coming writer for Benchmark Email. He graduated from Cal State Long Beach and holds a degree in Journalism. In addition, he is also the executive editor for separate popular news blogs.