Hulkmeal | “Don’t Eat Less. Eat Right.” Welcome Email
Client: Hulkmeal.ca
Role: Email & SMS Marketing Specialist
Tools Used: Klaviyo, Canva, Grammarly
Project Type: Welcome Series – First Email
Industry: Health / Food / Subscription DTC
Date: July 2023
The Challenge
Hulkmeal needed a welcome email that packed as much punch as their meals. They offer meal plans, snacks, and supplements geared toward fitness-minded Canadians — but most new visitors still saw them as “just another meal prep brand.” The first touchpoint had to break that mold, quickly communicate variety, and convert visitors with a meaningful first-order incentive.
The Strategy
We led with the headline:
“Don’t eat less, just eat right.”
This let us instantly shift the mindset from dieting to nourishment.
Then came the hook: $20 off on first orders, with a big, high-contrast CTA up top. The rest of the layout was designed as a scrollable walkthrough of Hulkmeal’s breadth of offerings, not just dishes, but juices, supplements, snacks, and even branded bags. Social proof came in the form of an image grid of real customers (great move to show lifestyle, not just product shots), and we ended with a warm origin story that emphasized mission, not hype.
Execution
Built in Klaviyo using image-based modules and custom brand colors
Used a mobile-first layout with CTA buttons at multiple scroll depths
Copy was rewritten for clarity, speed, and personality (e.g. “Hulk out!”)
Ensured all lifestyle shots were high-contrast and community-focused
Included value icon section (quality, delivery, affordability, support)
Results
+36% Welcome Code usage in the first 5 days post-send
CTR >40% on “Check Out” CTA buttons
Product discovery time increased by 2x versus prior plain welcome emails
Instagram follower growth spiked by +9% MoM after new sign-ups clicked the embedded IG links
Why It Worked
Because it felt alive. This wasn’t a sterile email filled with macro counts, it was vibrant, real, and confident. We helped Hulkmeal show who they really are: a wellness brand with energy, identity, and a human touch. The design mirrored the product—colorful, clean, and made to stand out.