Hey, it's Geb from Email Rev Lab!
At 7:00 pm last night, I signed up for BelliWelli's 15% discount using the footer form.
No pop-up. Just a quiet little email field sitting at the bottom of the page.
Two minutes later, their welcome email landed. Right in my Promotions tab.
That's two problems stacked on top of each other. And most brands don't even know they have either one.
The Brand Bridge:
Katie Wilson built BelliWelli after years of her own gut issues. She turned that frustration into a brand now sitting in over 6,300 stores, with #hotgirlshaveibs going viral because millions of women felt exactly the same way.
That's a founder who knows how to earn attention.
But attention doesn't matter if your capture system leaks. And right now, BelliWelli's does.
The Pop-up Test:
There isn't one. The only opt-in is a footer form most visitors never scroll to.
Footer-only embedded forms are the lowest-converting capture format on any site, per Omnisend's data. A well-timed pop-up converts at 2.1% on average. A footer form doesn't come close.
BelliWelli is leaving a significant number of signups on the table before the email system even starts.
The Tech Test:
Two minutes is fine. But the email hit Promotions, not Primary.
That's an inbox placement issue. Research shows Primary inbox emails average 30% higher open rates than those landing in Promotions. For a welcome email carrying a discount code, that gap matters.
The Inbox Test:
Subject line: "You're probably seeing fiber everywhere. Here's why."
Smart. Conversational. Ties right into the viral fiber trend. But it's landing in the wrong tab, which means a significant chunk of subscribers never see it at all.
The Email Creative Test:
The email itself is solid. Personal note from Katie. Clean copy. Big discount code up front. Good CTA. The bones are right.
The problem isn't the email. It's that not enough people are seeing it.
The Fix (Klaviyo):
Add an exit-intent or timed pop-up in Klaviyo signup forms. Set trigger at 5 to 6 seconds or exit intent. Use the same "join the club, get 15% off" offer already on the footer.
In Klaviyo, configure a custom authenticated sending domain with SPF, DKIM, and DMARC all set up. This is the biggest single lever for improving inbox placement.
In the welcome email, add one line near the top: "Move this to Primary so you never miss a deal." It takes one second for the subscriber. Gmail notices.
The Impact Statement:
Most supplement brands don't realise their welcome emails are landing in Promotions until they check their open rates and can't explain the drop.
The Curiosity Hook:
Here's what I'm curious about: what does BelliWelli's welcome series open rate look like right now, and how much of it is from Promotions vs. Primary?
BelliWelli's copy is already working. Katie built something people genuinely want to buy. They just need the infrastructure to match the brand.
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.