Hey, it's Geb from Email Rev Lab!
Metamucil is the #1 doctor-recommended fiber brand.
Yesterday, I signed up for their Two-Week Challenge.
The email arrived in under a minute. That part? Solid.
But before I even got the email, I ran into something that's leaking signups every single day. And it has nothing to do with their copy.
The Brand Bridge:
Metamucil has been around since 1934. That's over 90 years of psyllium fiber science and earned doctor recommendations.
When P&G acquired Metamucil from G.D. Searle's OTC business in 1985, they did it specifically to move into new consumer health categories. They saw what the brand had built.
But 90 years of trust mean nothing if people can't find the signup form. And right now, a lot of them aren't.
The Pop-up Test:
There is no pop-up on Metamucil's site.
That's not always a problem. Some brands do well without them.
But Metamucil replaced it with a single "Sign Up for 2 Week Challenge" button sitting in the top navigation bar. That button takes you to a separate form page.
The issue: most visitors never click it.
Without a pop-up or an inline form on the homepage, Metamucil is relying on intent-driven visitors to self-select into their list. For a brand with this much traffic, that's a passive list-building strategy leaving real money on the table.
The Tech Test:
Credit where it's due. The welcome email arrived in under 60 seconds.
That's a clean infrastructure win.
Subject line: "Welcome to the Metamucil Two-week Challenge!" with preview text "Look out for tips & tricks to guide you through your journey!"
Functional. Not compelling. But it delivered fast, and that matters.
The Inbox Test:
The email landed in the Promotions tab. Not Primary.
For a brand running a 14-day daily behavior challenge, Promotions tab placement is a real problem. Daily tips and reminders in Promotions get ignored at a much higher rate than Primary.
The subject line doesn't help. "Welcome to the Metamucil Two-week Challenge!" is safe, expected, and easy to skip past.
The Email Creative Test:
The email itself is clean. On-brand orange. Bold "YOU'RE IN!" header. Nice product shot.
But the body copy is doing passive work: "We're excited to get you there!" and "Metamucil is here to support YOU."
There's one CTA: a button to Metamucil.com. No urgency. No next step instruction. No "here's what happens tomorrow."
For a 14-day challenge, Day 0 is the highest-engagement moment you've got. This email underuses it.
The Fix (Klaviyo):
The email infrastructure is actually fine. The leak is upstream.
Step 1. Add an exit-intent or time-delay pop-up to the homepage. A "fiber quiz" or "find your Metamucil" lead magnet creates more entry points and captures visitors who would never click a nav button.
Step 2. In Klaviyo, update the Day 0 welcome subject line to create open-loop tension. Try: "Your fiber challenge starts tomorrow. One thing to do tonight." Higher open rates on Day 0 train inbox placement toward Primary over time.
Step 3. Add a plain-text P.S. at the bottom of the welcome email with a forward request: "Know someone who needs this? Forward this to them." Plain-text signals in HTML emails help shift placement toward Primary.
The Impact Statement:
Brands that rely on a single passive signup point, with no pop-up coverage, consistently leave a significant portion of their potential list subscribers on the table.
The Curiosity Hook:
Here's what I'd want to know: what's Metamucil's current signup conversion rate on that Challenge page? Because if it's below 25%, the pop-up absence is the entire story.
The Pitch:
Metamucil has the trust, the product, and the doctor endorsements. They just need the list-building infrastructure to match.
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.