Hey, it's Geb from Email Rev Lab!
The Lead:
I went to Cellucor.com at 11:31 PM looking for a deal.
Scrolled through hero images, bundle sections, flavor collabs, customer reviews, and Shop by Goal.
Then I hit the footer.
That's where the email sign-up lives. A single line on a yellow bar. "Sign Up for Discounts, Events and Tips." No pop-up. No offer front and center. No reason to stop scrolling.
I typed my email in anyway. Got a "Thanks for subscribing" confirmation instantly. Then waited.
One minute later, the welcome email showed up. Fast delivery. Good.
But it landed in Promotions. Not Primary.
And when I opened it, I realized the delivery speed was the only thing that worked.
The Brand Bridge:
Cellucor has been building performance products since 2002. They've sold over 3 billion servings across 125+ countries. Their tagline is "Performance Innovation Redefined." C4 launched in 2011 and helped create the pre-workout category as we know it.
A brand with that kind of reach deserves a signup experience that hits just as hard. Right now, the opt-in is buried in the footer. And the welcome email lands where buyers don't look first.
The Pop-up Test:
There isn't one.
The sign-up form sits at the very bottom of the homepage. No exit-intent pop-up. No timed overlay. No offer triggered after 10 seconds on the page.
Every buyer who didn't scroll past the bundles, the reviews, the flavor sections, and the goal categories never saw the 20% offer. They came, looked around, and left with nothing pulling them back.
The Tech Test:
The email arrived in under one minute. That's a real win. Cellucor nailed the delivery speed.
But the send went to the Promotions tab in Gmail. Most buyers check Primary first, sometimes Social. Promotions are where welcome emails collect dust.
The Inbox Test:
Subject line: "Thanks for Joining 🎉 20% Off Welcome Discount Code Inside."
It tells you everything and makes you feel nothing. No curiosity. No urgency. No reason to open fast. It reads like an automated receipt, not a message from a brand that's sold 3 billion servings.
The Email Creative Test:
The email is almost entirely images. Big ones. Stacked vertically. C4 section, Cellucor section, XTEND section, then a product grid at the bottom.
If a subscriber's Gmail hasn't loaded images yet (which happens when a sender is new or unrecognized), the code WELCOME20OFF disappears. The 20% offer disappears. The conversion disappears. There's no plain-text fallback to catch them.
The Solution:
The #1 fix is the pop-up. Here's how to do it in Klaviyo:
Go to Sign-up Forms in Klaviyo. Build a pop-up that fires after 8 seconds or on exit intent. Put the 20% code in the headline. Not tucked in the footer.
In the welcome email, add a short plain-text block above the images. Something like: "Your code is WELCOME20OFF. Use it on any order. Details below." Plain text survives image-loading issues and puts the code in front of every subscriber.
Simplify the email layout. One CTA. One hero product. Not three brands fighting for attention in a single scroll.
Most supplement brands lose 30-40% of their pop-up signups by not having one at all.
Here's what I'm curious about: what does Cellucor's homepage email capture rate look like right now compared to what a properly placed pop-up would generate?
Cellucor has the products, the reach, and the legacy. The front door just needs to match the house.
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.
Geb Vence
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.