By optimizing the mobile experience in Email Marketing, IMP worked with a client to increase 1% of the conversion rate, contributing to the Halloween sales of $164,000.

1. Background

Halloween is one of the most significant celebrations in the US and CA markets that can help businesses devote particular attention. This day is considered a potential sales opportunity for the e-commerce market, especially when the online shopping trend has accounted for nearly 76% of consumer behavior(1).
With an estimated $10.6 billion in spending(2) and nearly 70% of people planning to celebrate, the holiday assures significant revenue growth. It gives a good kick-start for the upcoming festive season (Christmas and New Year).

With an estimated $10.6 billion in spending(2) and nearly 70% of people planning to celebrate, the holiday assures significant revenue growth. It gives a good kick-start for the upcoming festive season (Christmas and New Year).
Aside from online shopping, customers tend to use mobile platforms for various behaviors. These interactions are the ideal touchpoints to build a sales funnel:
- Comparing prices of products or services on their phones(3).
- Learning more about product information.
- Accessing products more visually through pictures and videos.
- Checking product review.
- Sharing personal experience.
These numbers helped IMP design a Halloween campaign focusing on the mobile experience for a client in the cosmetic field. The strategy was driven by real-time data analytics, in which more than 80% of revenue comes from mobile devices.

2. Implementation
When optimizing Email Marketing for mobile platforms, its content, images and layout are all adjusted by IMP to be more user-friendly.

Here’s the detail of the Email Marketing promotion:

3. Results
The broader view of the Halloween market allowed us to plan a promotional campaign that focused more on the mobile experience. Here are the results after six days of implementation:


4. Conclusion
When planning a successful promotional campaign, businesses must consider many factors aside from discounting. Each of them plays a vital role in influencing purchasing decisions, and promotion would be a powerful trigger to encourage customers to buy.
Hence, optimizing the mobile experience in Email Marketing is one of the best ways to help businesses increase revenue effectively. Contact IMP today for detailed consultation for your business.
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References:
- Online Shopping Statistics & Trends in 2023
- Retail Holiday and Seasonal Trends 2022 – US National Retail Federation
- Top 10+ Mobile Commerce Statistics for 2023 [Report]