055: For Hims, But Not for High Conversions?

Hello, you powerful Creatives!

Welcome to Volume 5️⃣5️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

Today, we’re going to go over an email with you and give some great takeaways so you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

Hims’ Email 💪

What’s working ❤️‍🔥:

1. Clean and Aesthetic Design

• The email follows a minimalist design with soft, neutral tones, aligning well with Hims’ brand identity.

• The high-quality images and product packaging reinforce a premium feel, which can positively impact perceived value.

• Clear section breaks guide the reader’s eye smoothly from top to bottom.

2. Strong Product Messaging

• The email communicates the benefits of the product concisely, emphasizing muscle recovery, skin health, and versatility—all key selling points.

• Bullet points under "What it does" help make the information easy to scan, which is crucial for email engagement.

3. Effective Call-to-Action (CTA)

• “Shop Now” and “Get the Collagen Powder” CTAs are clear and stand out against the neutral background.

• The phrase “let’s stir something up” adds a playful, engaging touch that aligns with the product’s use case.

4. Social Proof and Brand Consistency

• The email maintains Hims’ signature casual yet authoritative tone, making it feel like a natural extension of their brand.

• Including the #hellohims hashtag and social media icons encourages further engagement.

What Could Be Better 🔨

1. Lacks a Sense of Urgency
   

   • No time-sensitive incentive like a limited offer, discount, or stock scarcity to drive immediate action.
     

2. Misses an Emotional Hook or Pain Point
   

   • The messaging is functional but doesn’t directly address customer struggles like post-workout soreness, aging skin, or daily nutrition gaps.
     

3. No Social Proof or User-Generated Content (UGC)
   

   • Lacks testimonials, before-and-after results, or influencer endorsements, which are critical for building trust in the supplement space.
     

4. CTA Placement Could Be More Aggressive
   

   • Calls-to-action appear too late and aren’t repeated enough, risking reader drop-off before taking action.
     

5. No Pricing or Offer Mentioned
   

   • The email doesn’t address cost, value, or savings options like subscriptions or bundles, leaving potential objections unaddressed.

What To Do 📈

1. Create a Sense of Urgency
   

   • Add a limited-time offer, countdown timer, or stock scarcity message to encourage immediate action.

   • Example: “Hurry! Only 24 hours left to get 10% off your first order.”
     

2. Incorporate Emotional Hooks
   

   • Lead with a relatable pain point or transformation story to create a stronger connection.

   • Example: “Struggling with post-workout soreness? This collagen powder helps you recover faster and feel your best.”
     

3. Leverage Social Proof and UGC
   

   • Include customer testimonials, influencer endorsements, or before-and-after results to build credibility.

   • Example: “92% of users reported improved skin hydration within 30 days—see the difference for yourself!”
     

4. Optimize CTA Placement and Contrast
   

   • Ensure CTAs are visible earlier in the email and repeated throughout to boost engagement.

   • Example: “Get Yours Now” button placed both at the top and bottom for higher conversions.
     

5. Highlight Pricing and Value
   

   • Clearly state the price, savings, or bundle offers to reduce friction in the decision-making process.

   • Example: “Subscribe & Save 20% every month—cancel anytime.”

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!