Hey, it's Geb from Email Rev Lab!
At 2:01 AM, I signed up for Myprotein's 15% discount.
The pop-up appeared within 10 seconds. Clean. On-brand. The email arrived at 2:02 AM.
One minute flat.
That part? Solid.
But then I opened Gmail. And there it was. Not in Primary. Not even in Social.
Promotions.
That's where the 15% discount code lives. That's where most subscribers will never look.
The Brand Bridge:
Oliver Cookson started Myprotein in 2004 with a £500 overdraft and a lock-up garage in Manchester. He grew it into the UK's No.1 online sports nutrition brand, serving a global community of over 20 million people.
That's over two decades of earning trust.
But trust doesn't help you when your welcome email is buried in Promotions. And 15% off means nothing if the subscriber never sees the code.
The Pop-up Test:
The pop-up is good. Shows up within 10 seconds. Offers a real incentive: 15% off your first order.
Headline: "Fuel your ambition." Short. Direct. On-brand.
CTA button: "GET MY 15% OFF." Action-oriented. No ambiguity.
One problem: fine print at the bottom mentions minimum spend, exclusions, and terms. That's friction hiding behind the offer. Move those details to a separate page and keep the pop-up clean.
Also, the confirmed state says "Welcome Back to Myprotein" with a "FIND YOUR FUEL" button. That's smart. Their system recognises returning emails and adjusts the message accordingly. That's cleaner than blasting the same 15% offer to someone already on the list.
The Tech Test:
Signed up at 2:01 AM. Email landed at 2:02 AM.
One minute. That's real-time delivery. That's what it should look like.
No delays. No bottleneck here.
The Inbox Test:
Email landed in Promotions.
Subject line: "Welcome! Here's 15% Off to Fuel Your Goals."
Descriptive. Accurate. But generic enough that Gmail's algorithm flags it as promotional. The word "Off" combined with a percentage discount is a near-guaranteed Promotions trigger.
This is the primary bottleneck.
A subscriber who isn't watching for the email will miss it, especially at 2:02 AM.
The Email Creative Test:
The email itself is well-designed. Bold header image. Clear discount code. Three product categories displayed visually: Whey, Vegan, and Clear.
But it's long. Very long.
Best sellers section. "Why shop with Myprotein" trust block. Trustpilot rating. Social icons. App download. Footer with legal copy.
That's multiple scrolls before you hit the bottom.
On mobile, most subscribers will see the header image and stop. The discount code is sitting behind the hero banner. It should be the first thing they see.
The Klaviyo Fix (Primary Bottleneck: Inbox Placement):
Rewrite the subject line. Strip promotional language. Try: "Your 15% is waiting" or "Quick note from Myprotein." Less pitch, more personal. Personal subject lines land in Primary more often.
Add a plain-text version. In Klaviyo, under your email settings, activate the plain-text version of the welcome email. Gmail treats plain-text-friendly emails as less promotional.
Move the discount code above the fold. In your Klaviyo email editor, place the code in the first content block, before the hero image. If they see nothing else, they see the code.
The Impact Statement:
Every subscriber who misses the welcome email because of Promotions placement is a subscriber who signed up and got nothing. That's a real person who showed intent and walked away empty-handed.
The Curiosity Hook:
Here's what I'm curious about: what's Myprotein's current welcome series open rate sitting at? Because if it's lower than it should be, Promotions placement is likely the reason.
The Pitch:
Myprotein has the infrastructure right: real-time delivery, returning subscriber recognition, solid creative. They just need the email to land where people actually read.
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.