Total U.S.

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Direct mailers take note: Despite the dismal economy, the strength of the mobile web is evident. As a result, it may be time to consider integrating mobile marketing—where ads are text-messaged or sent to mobile phones—into a future campaign. Just look at the statistics: Total U.S. mobile web users increased 3 percent between April and May this year, according to a mobile report from the Nielsen Co. In addition, retail mobile marketing promotional campaigns increased 6 percent between the two months, according to Millennial Media's May Scorecard for Mobile Advertising Reach and Targeting.

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