1. A method comprising: identifying, by a message adaptation component, a pre-defined message adaptation specification for adapting a base electronic message, the message adaptation specification including a message layer definition to indicate a first message layer defining a first presentation of an adaptive electronic message to include a pre-defined image, and a second message layer defining a second presentation of the adaptive electronic message to include a pre-defined video, wherein the first presentation and second presentations are alternative presentations of the adaptive electronic message, and the message adaptation specification further including a decision logic to facilitate selection of the first message layer or the second message layer to adapt the base electronic message; selecting, by the message adaptation component based at least in part upon the decision logic of the message adaptation specification, the first message layer for display of the adaptive electronic message on a first client device; selecting, by the message adaptation component based at least in part upon the decision logic of the message adaptation specification, the second message layer for display of the adaptive electronic message on a second client device; transmitting to the first client device one or more electronic messages to display the adaptive electronic message according to the first presentation, including displaying the pre-defined image; transmitting, by the message adaptation component, the base electronic message to the second client device; and transmitting, by the message adaptation component, to the second client device after said transmitting of the base electronic message, the pre-defined video to adapt the base electronic message according to the second presentation of the adaptive electronic message, including displaying the pre-defined video.