Hey, it's Geb from Email Rev Lab!
At 7:14 AM this morning, I scrolled to the bottom of bloomnu.com and typed my email into a green box that said, "Don't miss a thing."
No pop-up. No offer. No reason to subscribe except curiosity.
One minute later, a welcome email landed in my Promotions tab. Subject line: "🌱 Welcome to Bloom 🌱 - Open for 15% off ❤️"
And there it was. Fifteen percent off. Inside the email that most people never open.
The Brand Bridge:
Mari Llewellyn built Bloom after hitting rock bottom. She lost 90 pounds, found self-love, and turned that transformation into a supplement brand made by women, for women. They bootstrapped their way to 12 billion views across TikTok, Instagram, and YouTube and nearly $200 million in annual revenue. Inc
That kind of growth doesn't happen by accident. It happens because the story is real and the community trusts it.
But right now, their biggest conversion tool is a footer form with no hook.
Pop-up Test:
There is no pop-up on bloomnu.com.
The only sign-up mechanic is a static form at the bottom of the page. The copy reads: "Don't miss a thing! Get on the list for updates about exclusive offers, product launches, and more."
No discount. No countdown. No reason to act now.
Bloom is driving millions of visitors through influencers and social. Then asking those visitors to sign up for a list with no incentive at the moment of highest intent.
That's the bottleneck.
Tech Test:
Here's what Bloom gets right: speed.
I signed up at 7:14 AM. The welcome email hit my inbox at 7:15 AM. One minute. That's exactly what a welcome flow should do.
The infrastructure is working. The capture mechanic isn't feeding it.
Inbox Test:
The email landed in Promotions. Expected for a brand domain.
The subject line does the work: "🌱 Welcome to Bloom 🌱 - Open for 15% off ❤️"
Problem: the 15% off lives inside an email most new subscribers won't open. It should be on the pop-up, before the sign-up, as the reason to subscribe.
Email Creative Test:
The welcome email is good. Mari's before/after photos from 2017. Her founding quote. Six product categories. Two discount CTAs. A quiz to personalize the experience.
This email does the job of a welcome email. It just needs more subscribers actually seeing it.
The Klaviyo Fix:
The #1 fix isn't the email. It's the entry point.
Add a pop-up to bloomnu.com with the 15% off offer. Trigger it at 5 seconds or 30% scroll depth.
Match the pop-up copy to the welcome email: "Bloom into your best self. Get 15% off your first order."
In Klaviyo, confirm that the pop-up form feeds the same welcome flow. One sign-up source. One sequence. No gaps.
Pop-ups with a discount offer convert at 2.4% vs. 1.7% without any incentive. That's a 41% relative lift in sign-up volume for Omnisend from one form change. At Bloom's traffic levels, that's not a rounding error.
The Impact Statement:
Every month Bloom runs without a pop-up is a month they're collecting sign-ups at footer-form rates when they could be converting at discount pop-up rates.
The Curiosity Hook:
Here's what I'm curious about: if that 41% lift in sign-up volume flows into a welcome flow that already converts, how much additional revenue does Bloom generate per month just by adding one pop-up?
The Pitch:
Bloom built the community. Mari built the trust. They just need one more layer in the capture mechanic.
I send these audits daily because bottlenecks like this can be fixed in one day with the right information.
Want me to audit your Klaviyo account the same way?
Reply to this email, and I'll send you a free breakdown of where your welcome series is leaking revenue.
P.S. I run Email Rev Lab. We've generated $334k+ for brands by building systems that feel like conversations, not ads. I only work with 3 brands per month. Schedule your call here.