Mobile Email Optimization: How We Drove $164K in Halloween Sales
Mobile email optimization is the process of designing emails to be easy to read and buy from on a phone. When IMP Marketing optimized a cosmetics brand’s Halloween emails for mobile devices, the brand earned $164,000 in six days. This case study examines how we optimized the Halloween campaign (with the actual campaign design showcased for you!) and ends with a six-step checklist you can apply to your own email marketing campaigns.
The Context & Challenge: Why did a brand need mobile email optimization?
Mobile email optimization was essential for the cosmetics brand’s Halloween sale because their customers mostly do shopping on their phones. The brand sells online to customers in the US, where Halloween is one of the biggest shopping seasons of the year. US shoppers are expected to spend $13.5 billion on Halloween in 2026, up from a record $13.1 billion in 2025, according to the National Retail Federation’s 2026 Halloween survey.
The challenge for the brand’s mobile email optimization was the gap between how customers shopped and how the emails were built. If an email does not catch a phone shopper’s interest right away, the shopper is more likely to leave.
The Solution: How did IMP use mobile email optimization for Halloween?
We used mobile email optimization to rebuild every Halloween email, following a six-step workflow from structure to scheduled send.
- Structure the email: Design every email in the same layout of header, banner, offer, products, and CTA “Shop now.”
- Optimize the images: Resize every image so it can load quickly on a phone.
- Add ALT text: Add a short description, called ALT text, to every image. Some email apps hide images until the reader allows them, so ALT text makes sure people can still see key details.
- Check the email on phones in light mode and dark mode: Adjust the layout so each email fits a phone screen. Then we check the colors in both light mode and dark mode.
- Check the content and links: Proofread the text and test every link and button.
- Schedule the send: Set the date and time for each email to go out, picking times when customers were most likely to be checking their phones.
Figure 1. Sample of Halloween email layout
Got lost because of too much information? You can see our simplified 6-step optimization workflow map below!
The Result: What did mobile email optimization deliver on Halloween?
Mobile email optimization delivered $164,000 in Halloween sales in six days. 47.23% of people who received the emails opened them, well above the 31% average open rate for email campaigns following Klaviyo’s 2026 benchmarks.
Design also plays a big part in an email marketing campaign. The Halloween emails used the same look as the brand’s website and social ads, so shoppers saw one consistent campaign wherever they came across it.
If you want IMP to plan, design, and send phone-friendly emails for your store, see IMP’s Ecom Emails solution.
Quick Case Study FAQ
Does mobile email optimization increase sales?
Mobile email optimization can increase sales because more shoppers can read the offer and tap the button on their phones. Stripo reports that emails built to fit phone screens can get up to 15% more clicks than emails that are not. In this case study, phone-friendly emails helped a cosmetics brand earn $164,000 in six days.
How do you measure mobile email optimization results?
You measure mobile email optimization results by looking at how many people bought after getting an email. Most email tools show this as the share of people who received an email and then placed an order within a few days. Klaviyo's 2026 email benchmarks show that for health and beauty brands, about 1.02% of people who receive a one-time promotional email place an order. Compare your own number before and after you make a change.
