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Christopher Penn is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

One of the most important things email marketers can do today is to recognize that when people are reading email on a mobile device, they are reading with multimedia in mind.

Nobody wants to read a giant block of text. Nobody wants to read a text-only document, especially if we are on the go.

The content we provide in email should be transmedia — across different types of media. We should be providing audio so the people who are commuting or driving can listen to our email, especially if it's email marketing. Instead of having to read the screen, we should be providing video through services like YouTube.

People want to be entertained, want to be engaged, want to consume with all the capabilities of their device. We should be experimenting with augmented reality and virtual reality, because again, most people are going to read email first on a smartphone so why not take advantage of what the device can do?

Instead, what are most email marketers doing? Walls of text. What a lost opportunity.

I hope that marketers take advantage of everything the smartphone can do and bring that to email subscribers through the inbox. Let's make the inbox magical again.


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