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The Funnel Gruns Used To Help Them Sell For $1.2B

Author

Max Sturtevant
April 17, 2026

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Grüns just got acquired by Unilever for $1.2 billion.

The gummy vitamin brand went from launch to acquisition in under 3 years... INSANE.

They have over 1 million customers and ship 10 million+ gummies per day.

And they did it largely through DTC and email.

I want to walk through 3 specific emails from their welcome flow because they're using the same strategies we use to get results for email clients.

Email 1: Lead with the offer, then educate

Important to note about this flow… is their offer is 52% OFF, but that is the same offer available on their website to anyone (even if they don’t opt in to the email list.

Seeing brands do this a lot more… avoiding adding an extra discount and using the same offer as the website for the pop-up and welcome flow.

Grüns welcome email 1

First thing you see when you open this email is the discount.

“GET OVER HALF OFF” is an enticing offer for someone who’s never tried the brand before.

That matters because I see brands all the time that include the welcome discount way too low in the email.

Treat the hero sections as the place to deliver the value, then educate below.

The structure is: convert the ready buyers first, then educate the ones who need more before they pull the trigger.

Email 2: Same offer, different angle

Grüns welcome email 3

At this point, we’re 3 emails in and if someone hasn’t bought yet, they need a different angle.

This email effectively covers 2 angles:

  • Grüns serves as your delicious multi-vitamin powerhouse

  • Relieve constipation and bloating while traveling

The first gets to the core value prop of Grüns. Wellness that’s convenient and delicious.

The second hits a real, specific, slightly uncomfortable problem that their audience actually deals with.

And then they drop a customer testimonial from Matthew: "After a week of taking Grüns, I poop regularly now."

A real person with a genuine, casual review that makes you go "okay maybe I should try this." Social proof works best when it sounds like something a friend would text you.

Email 3: Close the loop with urgency

Grüns final welcome email 5.

This is the final email in the welcome flow.

At this point they've educated you and they've shown social proof. Now they create urgency.

"Offer valid today only on your first purchase."

Three separate CTA buttons throughout the email so you never have to scroll far to convert.

And an ingredient grid showing the full breadth of what's in the gummy (21 vitamins, mushrooms, adaptogens, prebiotics) for anyone who still needs the logical justification to buy.

It works because emails 1 and 2 already did the heavy lifting. All they have to do is tell you it’s your last chance and let the customer decide.

The Takeaway:

Your welcome flow shouldn't repeat the same pitch 3 times with different subject lines.

Each email should move the customer forward.

Grüns does this perfectly: offer first, education and social proof second, urgency third.

By the time that "today only" email hits, the subscriber already has every reason to buy. The deadline just gives them a reason to buy now.

Email Inspiration Of The Day

Brand:
Casely

Email Design:
https://drive.google.com/file/d/1qHYmxaej-4qhFzd8vPQR9VvkkyCLQ43m/view?usp=sharing

Notes:
Creative idea! A little RSVP and a checkbox.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

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