For most organizations, the heart and soul of communications is the email list. Email is the 800 pound gorilla, the elephant in the room, the big kahuna. Email goes direct to the inbox, our online strategy metrics are led by terms like open rate and clickthroughs, and online fundraising campaigns depend on email marketing. Â Moreover, email is growing and generally has a strong return on investment.
Today, “mobile†is receiving lots of attention. And for good reason. It was recently reported that one in three Americans owns a smartphone.  Some sources are indicating that more people will own smartphones than traditional cellphones by 2012. Add tablets into the mix and its clear that people are quickly adopting mobile computing.
A recent post in the blog emailmonday provides a solidly thorough rundown of mobile email stats including this one: right now about 10% of email opens are happening on a mobile device.
As Gary Vaynerchuk put it the other day, you need a mobile strategy by 2012.
I’ll argue, though, that the quickest and most cost-effective place to focus your mobile strategy is your email.
Your email? What? That’s not mobile? Mobile is apps. Right? Angry Birds on your iPhone or getting people to read your Facebook page updates on their phone. Maybe mobile is a version of your website that looks good on mobile devices (which it is to some extent and we’ll get to that below but much or most mobile traffic is coming from your emails).
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