HIMS | SEXUAL HEALTH

MORE PLEASURE, MORE CONFIDENCE

ED medication is what put Hims on the map. As Hims’ first category, Sexual Health had a lot of outdated creative, including the Visit Pending emails series, which is Hims’ version of an Abandoned Cart flow. The ask was two-fold 1) refresh copy and design, and 2) personalize the experience by creating two versions split by audience age.

It’s always gratifying when creative pushes the needle on performance. In this case, the new versions outperformed the older one, showing about a 10% directional lift.

How did messaging play out across the two audiences? For younger customers, I focused on boosting performance, a key priority for them.

For the mature audience, great sex is still the goal, but with some nuance. Getting their confidence and sex life back was a key theme, as well as partner intimacy.

The above are just some highlights from the two email series. Each flow consists of 30+ emails (times that by two), with simple reminders mixed in. Here’s a little snapshot of the first 3 emails for the younger audience.