eConsultancy shared some great statistics on email and mobile devices in a recent blog. They nicely drill down into industries and what stuck me were the figures on B2B - disappointing to see that B2B is one of the lowest for phone and tablet email opens/clicks.

So why are we not taking it more seriously? We’re embracing social media but mobile still doesn’t featured too highly in B2B marketing strategies or campaigns. We seem to be missing a real opportunity.

Let’s make 2012 a better year for B2B mobile email.

1. First step – get curious about the stats. Find out what proportions of your email marketing campaigns are being opened on a mobile device. Most email marketing systems give you access to those analytics – if not it’s probably time you invested in one that gives you richer metrics.

2. Ensure you optimise your emails for mobile – it’s a little more work but mobile email is only going to continue growing so best you do it now. Besides you’ll be one step ahead of your competition by the looks of it!

3. Don’t forget to optimise the all important landing page. You don’t just want people viewing your email on their mobile devices but also taking the desired action – be it to join, register, book, like or share.

Mobile is clearly an important part of the marketing landscape – we can’t ignore statistics like “27% of emails are opened on mobile devices.” so it’s about time we gave it the attention it deserves.