072: Camo, Clicks & Conversion Rates—Let’s Talk Kiya Tomlin x NFL

Hello, you powerful Creatives!

Welcome to Volume 7️⃣2️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at CreativeOS.

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

Kiya Tomlin x NFL Email 💪

Exclusive Partner: FERMÀT

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What’s working ❤️‍🔥:

1 - Strong Headline & Timely Hook
The email opens with a bold “TOUCHDOWN” and an announcement that the new NFL collection just dropped, tapping into seasonality and team pride. It’s timely, relevant, and perfectly positioned to ride the momentum of football season.

2 - Fashion-Forward Visuals
The campaign maintains a modern, elevated aesthetic while still nodding to team spirit. The camo sets feel fresh and sporty but retain a streetwear appeal that makes the collab feel premium, not gimmicky.

3 - Product Focus with Team Callouts
Highlighting individual teams (like the Eagles, Bengals, Vikings) and matching them with distinct product shots allows fans to quickly identify gear tailored to their loyalty. This personalized visual merchandising is a smart tactic to increase engagement.

4 - Clear, Consistent CTAs
The repeated “SHOP NOW” and “SHOP THE DROP” buttons keep the email conversion-focused. Each CTA is placed right below product imagery, which aligns well with user scroll behavior and shortens the decision-making path.

5 - Efficient Layout and Navigation
The layout is clean and scannable, with clear visual hierarchy. Plus, the bottom nav bar provides quick access to Best Sellers, the full NFL collection, and other relevant collections—smart for re-engagement or upselling.

What could be better 🔨

1 - Lack of Personalization or Segmentation
 The email doesn’t attempt to match product selection with subscriber data. For example, if a subscriber is geo-located in Philadelphia, showcasing Eagles gear first would improve relevance. Even a subject line personalized with the user’s favorite team could boost open rates.

2 - No Mention of Price or Promo Incentives
For new customers or casual browsers, price transparency helps reduce friction. Even a “From $X” or limited-time launch offer like “Free Shipping on Your First NFL Fit” could nudge indecisive shoppers.

3 - No Urgency or Scarcity Messaging
There’s no push to act now. Adding “Limited Inventory”, “Just Dropped—Selling Fast”, or a countdown on a launch window would help drive urgency and increase click-through rates.

4 - Minimal Product Details or Differentiation
While the visuals are strong, the email doesn’t explain what makes the product special. Mentioning softness, fit, sustainability, or even where it’s made could give potential customers the nudge they need.

5 - No User-Generated Content or Testimonials
The collection could benefit from showing fans or influencers already wearing the gear. UGC helps bridge the gap between product photos and real-life use, increasing relatability and purchase confidence.

What To Do 📈

1 - Add Personalization or Team-Based Segmentation
Tailor the content to match the subscriber’s team preference or location for higher engagement.

2 - Include Pricing or a First-Time Offer
Show price ranges or offer a limited-time promo like “10% off Your First NFL Fit” to drive conversions.

3 - Create Urgency Around the Drop
Use phrases like “Limited Teams Available” or “Pre-Orders Close Soon” to add time sensitivity.

4 - Highlight Product Differentiators
Add a quick line about fabric, fit, or features that make the collection unique.

5 - Incorporate UGC or Influencer Shots
Include social proof to build excitement and show the gear in real life.

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