Hey, it's Geb from Email Rev Lab!
One A Day has been trusted since 1940. Miles Laboratories revolutionized the supplement industry with a simple idea: one pill, once a day. Before that, Americans were taking 5, 10, sometimes 15 different pills just to get their vitamins.
That single innovation built an 84-year legacy.
But I just spent 20 minutes trying to give them my email address. I checked their homepage. I scrolled through product pages. I clicked their "Coupons & Offers" button.
Nothing. No pop-up. No form. No way to sign up.
The Heritage Brand Problem:
One A Day built its empire through retail. CVS. Walgreens. Target. Walmart. For decades, shelf space was everything. You didn't need customer emails when you owned every drugstore aisle in America.
But DTC brands changed the game.
AG1 grew from $160 million to $600 million in three years because they own their customer relationships. Ritual crossed $250 million because they capture emails, build welcome flows, and send educational content that keeps buyers coming back.
One A Day sends customers to Amazon and hopes they remember the brand name.
The Real Cost:
Top supplement brands generate 25-40% of their revenue through email. One study showed that email contributing 49% of total store revenue for supplement brands. Another showed brands growing email revenue 368% in four months.
One A Day generates 0%.
They're not losing buyers to a slow welcome email. They're losing buyers because they have no way to talk to them after purchase.
Someone buys Men's Health Formula at Target. One A Day doesn't know who that person is. They can't send a 60-day replenishment reminder. They can't educate on optimal timing for absorption. They can't cross-sell their Age Factor Cell Defense line.
That buyer goes back to Target two months later, sees a competitor on sale, and switches.
One A Day never knew they lost them.
The Fix:
Heritage brands moving DTC need four things:
Email capture (pop-up with $3 coupon matching retail promotions)
Welcome series (3 emails on benefits, timing, expected results)
Replenishment flow (triggered at 60 days based on bottle size)
Cross-sell campaigns (segment by product, recommend complementary formulas)
Most supplement brands lose 25-40% of potential revenue by not having these flows. One A Day is losing 100% because they're not capturing emails at all.
I send these audits daily because bottlenecks like this can be fixed in one day with the right information.
Here's what I'm curious about: How much revenue is One A Day leaving on the table by not owning its customer data?
One A Day revolutionized vitamins in 1940. They just need to revolutionize their email infrastructure in 2026.
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.
I'll send this to One A Day's team and let you know if they respond.
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.