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Many B2B marketers have not dedicated time or resources to mobile marketing, finding that technologies like SMS messaging and mobile ads are better suited for B2C marketers focused on branding or awareness. But one area of mobile marketing that can't be ignored is mobile email marketing. This is due to the many decision makers who are reaching for the phones to read their emails. And this means that marketers must follow new email best practices to ensure emails are easy to read on a mobile device, or the opportunity to market to a prospect may be lost.
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