Hey, it's Geb from Email Rev Lab!
At 2:27 AM this morning, I scrolled to the very bottom of Herb-Pharm.com to find their sign-up form.
No pop-up. No exit intent. Just a small footer form and the line: "The power of herbs, delivered right to your inbox."
I typed in my email and hit Sign Up. Boom. Email arrived at 2:27 AM. Instant delivery. Impressive.
Then I opened it.
It went straight to my Promotions tab.
The Brand Bridge:
Ed Smith and Sara Katz founded Herb Pharm in 1979 because they couldn't find clean, quality herbal extracts anywhere. So they made their own. From their kitchen in southern Oregon.
Forty-seven years later, Herb Pharm is the #1 liquid herbal extract brand in the US and runs the world's first Regenerative Organic Certified herb farm.
That's a brand built on doing things right, from soil to bottle.
But "doing things right" doesn't automatically transfer to your email infrastructure. Right now, their welcome email is landing in Promotions, and their 15% discount code is buried deep inside a scroll-heavy email that most people won't finish reading.
That gap matters.
The Pop-up Test:
There isn't one.
The only way to subscribe is to scroll all the way to the footer. That means Herb Pharm is only capturing the most motivated visitors. The ones who don't scroll that far? They leave without ever joining the list.
That's a significant leak at the top of the funnel.
The Tech Test:
Here's the good news: the email arrived instantly. Zero delay. That's rare and it matters.
Instant delivery = instant intent capture. Herb Pharm is doing this right.
The Inbox Test:
The welcome email landed in Promotions, not Primary.
Subject line: "Exclusive 15% off!"
That's a discount-first subject. Gmail's algorithm sees it and routes it straight to Promotions. Most subscribers never check that tab. The ones who do are already comparison shopping.
The discount code, WELCOME, is buried mid-email behind a hero image, a headline, and two paragraphs of copy.
By the time a buyer finds it, some have already given up.
The Email Creative Test:
The email is beautiful. Genuinely. Herb farm photography, warm colors, strong brand identity.
But it's long.
There are at least five distinct sections: welcome message, recipe content, plant-based wellness story, product categories, and a contact block. That's five competing priorities in a single email.
On mobile, this becomes exhausting fast.
The Fix (Klaviyo, 3 Steps):
Step 1. Change the subject line. Remove the explicit discount language. Try: "Your herbs are waiting, Sara and Ed started this in 1979." or "Something from the Herb Pharm farm for you." Curiosity-driven subjects route to Primary more often.
Step 2. Move the WELCOME code above the fold. It should be the second thing they see after the header image. Not buried after three sections of copy.
Step 3. Cut the first welcome email to one job: deliver the code and make one click feel easy. Move the recipe content, wellness education, and product categories into emails 2, 3, and 4 of the welcome series.
The Impact Statement:
Most supplement brands lose a significant chunk of their welcome conversions because the discount code never makes it to Primary, and buyers don't dig for it.
The Curiosity Hook:
Here's what I'm curious about: if Herb Pharm's welcome email landed in Primary with the WELCOME code above the fold, what does their 7-day conversion rate look like compared to now?
The Pitch:
Herb Pharm has 47 years of brand trust and a product line that practically sells itself. They just need the email 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.