For many marketing pros and agencies, the majority of a marketing budget is applied to the top two integrated tactics: email with website or email with social media. With the prominence and rise of mobile as a powerful and effective channel, mobile must become more of a consideration in the near future for many businesses.
The MarketingSherpa 2013 Email Marketing Benchmark Report shows that only 21% of marketers connect email with mobile.
As the opportunities and market for mobile expand, as they are with haste, the email to mobile requirement will become more of an agenda item. Users are already committed to mobile, and optimization will only increase the context and engagement potential of marketing messages.