By Karen J. Bannan
Global open rates for email messages are overwhelmingly trending mobile, with 38% of emails today opened on mobile devices, according to a recent ExactTarget white paper, “Designing for the Mobile Inbox.” While b-to-b emails have a lower percentage of mobile opens—anywhere from 10% to 30%, depending on the audience—business marketers need to pay careful attention to the content and design of their messages to make sure they're readable.
One reason b-to-b emails see a lower mobile open rate may be that businesspeople still send and receive many emails from their desks. Still, as the “bring your own devic...
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