Hey, it's Geb from Email Rev Lab!
The Lead:
Doug Miller built Core Nutritionals in 2005 because he was sick of supplement companies hiding behind proprietary blends and hype.
His fix? Full label disclosure. Blood-work-backed results. No shortcuts.
Four Inc. 5000 appearances later, Core Nutritionals is one of the most transparent supplement brands in the game.
But I found something this morning that Doug, of all people, would hate.
Their email capture system is built like the very thing he started the brand to fight against: it looks good on paper, but it's not doing the work.
The Brand Bridge:
Doug built Core on his biochemistry background and a simple promise: know exactly what's in your product.
Every ingredient. Every dose. Right there on the label.
That same standard should apply to their email infrastructure.
Because right now, they're making a promise they're not fully keeping. Not in ingredients. But in the subscriber experience.
The Pop-up Test:
There is no pop-up.
Zero. Nothing on entry. Nothing on exit intent. Nothing on scroll depth.
The only opt-in form lives at the bottom of the homepage. You have to scroll past the hero banner, trending products, the "Fuel Your Journey" section, two app download CTAs, and the "Join The Team" block to even find it.
The offer? 10% off your first order.
Most visitors never scroll that far. Which means most visitors never see the offer. Which means Core is bleeding potential subscribers every single day.
The Tech Test:
Here's the one thing Core got right.
Email arrived in 1 minute. Clean. Fast. No delay.
That's solid. Most brands I audit fail this step completely.
The Inbox Test:
Welcome email landed in Promotions tab. Subject line: "You're Officially In!! - Claim Your Welcome Gift."
Double exclamation points with that "!!" formatting is a known Promotions tab trigger in Gmail's filtering.
The discount code is competing with Groupon, Chewy, and every other promotional email in that folder. Buyers have to go looking for it.
The Email Creative Test:
The welcome email itself is actually good. Strong visual. Clear offer. VIP benefits listed. Product categories. Red CTAs.
But the welcome email says 15% off with code WELCOME15.
The bottom-of-page form says 10%.
That's a disconnect. A new subscriber signs up expecting 10%, then gets 15%. It's a pleasant surprise, but it signals the two are not synced. Worth fixing for consistency.
The design is on-brand and conversion-focused. It just needs more people to receive it.
The Fix (Klaviyo):
The primary bottleneck is the missing pop-up. Here's the 3-step fix:
Build a Klaviyo pop-up form. Set trigger to 5 seconds after page load OR 50% scroll depth. Match the offer to what the welcome email actually delivers: 15% off. Keep copy tight: "Get 15% Off Your First Order. Join the Crush It Crew."
Add an exit-intent trigger. When the cursor moves toward the browser bar, fire a second pop-up. This catches the buyers who are about to leave.
Set the form to suppress for 30 days after sign-up so existing subscribers never see it again.
That's it. One afternoon of work in Klaviyo. The form builder is already in the platform.
Bonus fix: Sync the discount offer across the pop-up and the welcome email so the number matches. Pick one: 10% or 15%. Right now, both are live and neither one is consistent.
The Impact Statement:
Every visitor who doesn't scroll to the bottom of that homepage is a subscriber Core never captures. That's not a percentage I need to estimate. That's just math.
The Curiosity Hook:
Here's what I'm curious about: what percentage of Core's current email subscribers came from that bottom-of-page form vs. the checkout flow or other sources?
The Pitch:
Core Nutritionals has four Inc. 5000 appearances and one of the strongest welcome emails I've audited.
They just need one pop-up to put that welcome email in front of the people it was built for.
And they need to pick a number: 10% or 15%. Not both.
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.