It’s officially football season, which also means sports fans across the country are glued to checking their Fantasy Football team scores. Managing your Fantasy team while on the go is one way to stay ahead of the game—which is where ESPN’s Fantasy Football mobile app comes into play.
To promote the mobile app, ESPN sent the email shown below on the morning of the 2013 NFL Kickoff. By using Agile Email Marketing technology, the same email offered two entirely different experiences when opened on a desktop or on a mobile device.
When the email is opened on desktop, the main call-to-action is to manage the team from your mobile device, and links to more information about the app’s capabilities and the various mobile platforms that are supported. Icons for the AppStore, Google Play, and Windows Phone Store are all shown.
When the same exact email is opened on a mobile device, a few major changes happen. First, the main image is an animated gif of a mobile device with the ESPN app open, scrolling through a team roster to show the functionality of the app. In the example here, the app is shown inside an iPhone screen, but if the fan happened to be using an Android or iPad to read the email, the image of the device shown would match the device actually being used. Also, the call-to-action changes to be device-specific, (notice, “Manage Your Team From Your iPhone”). When fans click on “Download The App For Free,” they are brought directly into the app’s download page on the AppStore, Google Play, or Windows Phone Store—depending the device currently in use.
ESPN gives new meaning to “mobile optimization” with this email. For more tips on how to make your mobile emails stand out, check out our “Mastering Mobile Email” series.