“Whatever influence that Apple devices are exerting over complaints and inbox placement is artificial, and whether the user experience is changed or mailbox providers begin accounting for it, or both, the resulting positive effect on deliverability can go away overnight,” said Tom Sather, senior director of research at Return Path. “Or on Black Friday. “Email marketers can avoid the trap - a sudden drop in deliverability and response from mobile users - by knowing which subscribers are reading mail on which mobile devices, and making sure that those users are at least as engaged as others,” he said. “Certainly follow best practices to deliver a great mobile email experience - making it easy to take action form a small screen, or compelling to keep messages for later - but if the holiday season is critical to your success, use the early fall to find mobile subscribers that ignore your messages and reactivate them. Get the full story at Mobile Marketer