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If you’re a B2B marketer who is still sending out graphics-heavy e-mails, here’s something to consider: nearly two-thirds of the high-level decision makers in corporate America –- you know, the people that you’re trying to reach — probably can’t read your e-mails!

You see way back in 2007, 64% of these decision makers were already telling MarketingSherpa that they “regularly view e-mails using a mobile device,” and given that more than 269 million mobile devices were sold to users during 1Q09 alone, I’d be willing to bet that mobile e-mail readership today is pushing 70%.

When it comes down to it, mobile devices (not lack of interest) might be the real reason behind your recent drop off in open or click-thru rates. The only way you’ll really know is to start catering to the mobile crowd with messages that render properly on their mobile devices.

Here are 5 mobile-friendly e-mail tips, a few which I lifted straight from MailerMailer’s 2009 E-Mail Marketing Metrics Report.

Mobile-Friendly E-Mail Tip #1: During signup, give people the option to receive a mobile version of your e-newsletters and promotions.
If you give subscribers a mobile box they can check on your signup page, you’ll know right away what percentage of your audience plans to use their mobile device to read your messages.

Mobile-Friendly E-Mail Tip #2: Ditch the images.
Images have been known to turn an otherwise great e-mail message into a horrible mess. To be safe, save the flashy graphics for your brochures. Focus on solid content for your mobile readers.

Mobile-Friendly E-Mail Tip #3: Shorten your subject lines.
MailerMailer’s research suggests that succinct subject lines can pull nearly 4% more opens. How short is short? Thirty-five characters or less.

Mobile-Friendly E-Mail Tip #4: Ditto for your e-mail content.
For as long as I’ve been writing e-mails, there’s been a long-standing debate between long copy versus short copy. I myself have always tended towards long, because personal experience taught me long outsells short. The trend towards mobile, however, is making me rethink my position.

If you have a mobile audience, MailerMailer suggests that you give readers an abbreviated version of your message with link they can use to get the full story.

Mobile-Friendly E-Mail Tip #5: Test your messages on a mobile device.
Fine advice if you have a smartphone, but what about us traditionalists who still believe a phone is just for talking?

Fortunately, there are free simulators on the web. A quick search turned up these simulators:

• iPhone: http://www.testiphone.com/ or http://iphonetester.com/
• Blackberry: http://www.blackberry.com/developers/downloads/simulators/index.shtml
• Windows Mobile: http://www.g-site.com/ppc/

Let’s get a discussion going. If you’re already a savvy mobile e-mail marketer, what tips, tricks, and best practices do you use when creating content for your mobile crowd?

Sue Anderson
Marketing Lure, Inc.