The Dutch shoe brand Nubikk has been dedicated to improving our footwear since 2012. In addition to the online shop, email marketing plays a significant role for the brand’s inbound communication. Encouraged by the successful tests on their product pages using Fibbl’s 360 viewer, Nubikk and our Customer Success Team once again partnered to provide Nubikk’s customers with a more visual basis to help them make better purchase decisions.
/Michael Slagman, E-commerce Manager, Nubikk.
The hypothesis
By utilizing 3D-generated videos (GIFs) in campaign emails showcasing the shoes in 360 degrees, Nubikk’s customers will gain a better idea of the product, resulting in more users visiting the website and making a purchase. We integrated 3D-generated videos into four emails and initiated testing, benchmarking them against four emails without this feature, which only included images.
Test format
Testing channel: Email
Testing feature: 3D-generated videos (GIFs)
Test results
The email A/B tests aimed to evaluate the effectiveness of incorporating 3D generated videos in Nubikk’s email campaigns. After 3 months of testing (April – July, 2023) our initial hypothesis showed promising results with a general CTR uplift of 4,39% for emails with 3D generated videos, compared to those without.
Here’s a full breakdown of the results:
- Emails with 3D videos showed an uplift of 8,10% in average sales compared to non-3D emails.
- Emails featuring 3D videos showed an uplift of 4,39% in CTR compared to non-3D emails.
- The 3D emails also resulted in a 3,32% uplift in RPC (Revenue Per Click).
- Nubikk showed that recipients who engaged with the 3D content showed a higher propensity to make a purchase.
Summary
In theory, if Nubikk implements 3D generated videos (GIFs) in all their emails and keep the frequency of 2 emails a week, they could increase their yearly revenue in the channel by large numbers.
