Hey, it's Geb from Email Rev Lab!
At 9:12 PM last night, I signed up for Wellbeing Nutrition's 10% discount.
The pop-up fired. The email arrived instantly. Then I opened it.
The first line read: "Thanks for signing up! dear"
Not "dear Sarah." Not "dear friend." Just... dear. A blank first name. A broken personalization tag. On the first email a new subscriber ever sees from them.
The Brand Bridge:
Wellbeing Nutrition was built on one idea: that people and nature are interconnected, and nutrition should come from the most potent natural ingredients in their purest form. Their words, not mine: "Honesty Inside Out." wbn-us
Avnish Chhabria and Saurabh Kapoor founded this company in 2019 and built it into a brand expanding into the US, GCC, and Europe. They care deeply about transparency. Tracxn
But "Honesty Inside Out" falls flat when your welcome email can't say a subscriber's name correctly.
The Pop-up Test:
Three pop-ups in sequence. First redirects global visitors to the right domain. Second collects the email with a 10% offer. Third asks for a phone number.
That's a two-step opt-in with SMS capture. Smart structure.
But the SMS step says "Want SMS-only deals?" with no specific offer. No dollar amount. No exclusive product. No urgency. They're asking for more commitment with less reason to say yes.
That second ask needs a real incentive. Right now it's just friction.
The Tech Test:
Email arrived at 9:12 PM, same minute I signed up. Real-time delivery. That part works.
No SMS arrived after I submitted my phone number. That's a missed touchpoint in the welcome sequence.
The Inbox Test:
Landed in Promotions. That's completely normal for marketing emails and not a deliverability concern on its own.
The real issue: the subject line "Welcome to Wellbeing Nutrition" gives no reason to open. When a subscriber is already in buy mode, a generic welcome subject line blends into every other brand in that tab. A curiosity gap, a number, or a benefit hook would do real work here.
The Email Creative Test:
The broken merge tag ("dear") is the biggest credibility hit. But there's more.
The 10% discount code appears twice. Once buried in the body copy, once in bold. No product is highlighted. No story is told. There's one CTA button ("SHOP NOW") with nothing pointing a new subscriber toward a first purchase.
The email looks clean. It reads like a receipt.
The Fix (Klaviyo, 3 Steps):
Find the greeting in your welcome flow email. Replace whatever is there with
{{ first_name|title|default:'there' }}. This is the correct Klaviyo syntax. If a recipient's first name is not set, the message will use the default text you specified (in this case, "there") instead of leaving a blank. KlaviyoAdd one product highlight block above the "SHOP NOW" button. Feature your top seller with a one-line benefit and a direct product link. Give new subscribers a reason to click beyond the discount alone.
Rewrite the subject line. Try something specific: "Your 10% code + our #1 bestseller explained." Specificity is what pulls people out of Promotions.
Most supplement brands lose momentum in the welcome email because the discount code is the only thing doing work. Everything else is filler.
Here's what I'm curious about: what's Wellbeing Nutrition's current click rate on this welcome email? Because a broken merge tag and a generic subject line together can cut that number in half.
Wellbeing Nutrition has the science, the story, and the global momentum. They just need the email to match it.
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.