Increasing 1% conversion rate by optimizing mobile experience in Email Marketing

IMP Marketing

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.

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.

Page Contents

1. Background

A report of total spending during Halloween (2005 - 2022) — *A report of total spending during Halloween (2005 – 2022) by the National Retail Federation (USA)*

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).

*Total Halloween spending is forecast to jump to $10.6 billion (NRF – USA)*

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.

*Since more than 80% of customers purchase through their phones, optimizing this platform experience in Email Marketing is necessary.*

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.