The brand used Email Marketing to help scale their business in the past, but they wanted to apply their findings from previous tests and lower their costs. They decided to test videos against still images to see if they could be more cost-effective in their Email Marketing strategy while increasing conversions.
The creativity that the brand used in their A/B test showed their app being used in the everyday busy lives of their target market. With over 174,000 impressions across the email journey, the results showed that the brand audience was more compelled to click through and download when they viewed the emails including graphics. The conversion rate from clicks to install (CVR) was 3.9x higher with the video graphics as compared to the still image.