Inbox Insider: E-mailers are optimizing for the mobile phone

As Google touts the G1, its new mobile phone, and Nokia boasts about its soon-to-be-released answer to the iPhone, one thing is for sure: There are more options than ever for consumers to access the Web on their mobile phone.

So, what does this mean for e-mail marketers? Wise e-mailers are finding that optimizing their e-mail campaigns to render and deliver to devices such as the iPhone help make it easier for customers to access. Also, this is becoming more of an expected service as consumers adopt Web-enable phones.

To address this climate, mobile software vendors and e-mail service providers are coming together. For example, last week, mobile and digital services firm MobileStorm partnered with Message Systems to boost the performance of its e-mail marketing service, to keep pace with the company's growth while ensuring client campaign deliverability. Under the terms of the deal, MobileStorm will use the Message Systems Delivery Manager to build out its e-mail platform.