Nowadays a lot of people receive e-mail in their mobile phones (400.000 in Spain alone). Most of them used to be business travellers that use Windows Mobile devices or Blackberrys. But no anymore...

Today, given the small fees you must pay for GPRS/EDGE connections and unlimited e-mail plans, a lot of people is cathing up. At current SMS prices, you only need to send as few as 34 SMS mesages in order to equal the average unlimited e-mail plan fee. This leads to e-mail being considered cheaper and more useful than the far-limited SMS format.

In Japan, for example, they have been using e-mail in a regular basis for several years, and SMS almost has disappeared.

The current mobile e-mail usage it's expected to soar in the next years, being duplicated in two years, and being twenty times bigger in a 5-years time span. As soon as 2010 are expected to be at least 350 million mobile e-mail accounts worldwide. And these will not be only corporate accounts, but GMail, Yahoo or Hotmail accounts too in a high degree.

What does it mean to you as a marketeer?

Well, the conclusion is clear: you must take in account that many of your e-mail marketing recipients are going to read your mails through mobile devices. And this is now, not in two or three years.

Fortunately MAILCast has built-in support for this kind of situation. When you are creating your new campaign content notice that you have a tab that read "mobile version".

There you can enter the text you want your mobile recipients to receive when they download the e-mail in their cellulars. You can customize the content too.

Click to enlarge

If you not enter any content in this especial tab MAILCast will generate a simplified version of your full featured e-mail for you. This version will have all the text contents of your main e-mail so that at least people can read it in their phones. However we recommend to generate a shorter, summary, down-level version yourself.

Back in their desktops they will download the full-featured e-mail for easy reading in Outlook or other e-mail client.

You will never have to be concerned again about your customers not being able to read your e-mails while on the road :-)