Hey, it's Geb from Email Rev Lab!
Most supplement brands don't know this, but you can have a perfectly good email offer sitting on your website and still lose 40% of first-visit buyers.
Not because the offer is wrong.
Because a different pop-up fires first.
I just found exactly that on MINAMI's website. And it's one of the quieter conversion killers I've seen.
The Brand Bridge:
Jo Wyckmans founded MINAMI in 1999 because he was fed up with low-quality, oxidized fish oil. Twenty-five years later, MINAMI sits inside Nestlé Health Science's global portfolio with up to 95% EPA and DHA per capsule, sustainably sourced oil, and a 100% recycled rPET bottle.
"Purity you can feel" isn't just a tagline. It's the product.
But that level of brand credibility means nothing if first-time visitors get a satisfaction survey before they ever see your 20% off offer. The buying window closes. The email never gets captured. The welcome flow never fires.
The Pop-Up Test:
MINAMI does have an email signup offer. It's a 20% off first purchase through their BOOST newsletter program (a Nestlé platform).
The problem? A website satisfaction survey is firing as the primary pop-up experience. It asks visitors to rate the site, score content usefulness on a 1-10 scale, and answer, "Would you recommend us to others?"
That's a research tool asking for feedback from someone who just arrived.
The 20% offer gets buried. The survey takes the pop-up real estate. And the visitor leaves, having given MINAMI data but not their email address.
The Tech Test:
Because the survey pop-up is interrupting the capture flow, the BOOST email signup isn't being triggered in the right session window. No email was received after visiting the site. No welcome flow fired.
That means the Klaviyo automation (or whatever platform backs BOOST) is sitting idle while paid and organic traffic lands, hits a survey, and bounces.
The Inbox Test:
No email arrived. No subject line, no tab placement, no delivery timing to analyze. The pop-up conflict is the reason.
The Email Creative Test:
MINAMI's website copy is clean, science-forward, and well-organized by life stage (joints, heart, kids, prenatal, anti-aging). That segmentation already exists on the product side. It's just not being used to personalize any welcome sequence because the sequence isn't triggering.
The Solution:
3 steps to fix this in Klaviyo:
Audit pop-up firing rules. In Klaviyo (or your pop-up tool), check which pop-up has priority. The 20% BOOST offer needs to fire before the survey. Set the survey to trigger only after a second page view or on exit intent, not on first load.
Confirm the BOOST integration is passing subscribers into Klaviyo correctly. When the 20% offer is submitted, that signup should trigger a welcome flow immediately, under 5 minutes. If BOOST and Klaviyo aren't syncing in real time, add a Zapier connector or check the native integration settings.
Build life-stage segmentation into the welcome flow. MINAMI already organizes products by lifestyle category on their site. Add a single question to the signup form ("What brings you here today?") with 4-5 options matching their product categories. Route each answer into a different welcome sequence in Klaviyo using conditional splits.
The Impact Statement:
Most supplement brands lose 35-50% of pop-up signups when a competing overlay fires first and pushes the email offer out of the primary session window.
The Curiosity Hook:
Here's what I'm curious about: what's MINAMI's current welcome flow open rate, and how much of that potential list is never making it into the sequence at all?
The Pitch:
MINAMI has 25 years of brand trust, pharmaceutical-grade science, and a life-stage product range that's built for email personalization. They just need the front door of their capture system to stop competing with itself.
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.