Hey, it's Geb from Email Rev Lab!
AZO has been the #1 Most Trusted brand in women's urinary health for over 30 years. Straight talk. Real solutions. No fluff.
But their email signup experience doesn't match that energy at all.
Here's what I found.
The Pop-up Test:
There isn't one.
The 20% discount offer is sitting at the bottom of the homepage. Static. Buried. Ignored.
No exit-intent. No timed trigger. No slide-in. Just a footer form that most visitors scroll past and never see.
That's where the first money leaks out.
The Tech Test:
The email hit the inbox in under a minute. Fast. That part works.
But here's the problem. What arrived wasn't a welcome email.
It was a double opt-in confirmation.
Subject line: "Confirm Your Subscription."
The entire email? A logo, one sentence, and a button. No offer reminder. No brand story. No product mentioned. Nothing.
They clicked in. AZO handed them a form letter.
The Inbox Test:
It landed in Primary. That's a win.
But "Confirm Your Subscription" as a subject line creates zero desire to open. And if a subscriber doesn't open and click that confirmation, they never enter the welcome series. No list. No nurture. No sale.
The Email Creative Test:
The confirmation email is bare bones. Logo. One line of copy. One button.
No 20% discount reminder. No "here's what you'll get." No product image.
Someone just signed up, excited about 20% off. The next thing they saw was a clinical opt-in form with nothing to remind them why they cared.
That's a cold shower right after the warm handshake.
The Impact Statement:
According to Litmus, 20-40% of subscribers who submit their email to a double opt-in form never click the confirmation link. That's real buyers walking out before they even get to your welcome series.
The Curiosity Hook:
Here's what I'm curious about: what percentage of AZO's signups are actually confirming, and how many are silently dropping off before the welcome flow even fires?
The Fix (Klaviyo, 3 Steps):
Add a pop-up trigger. In Klaviyo, create a signup form with an exit-intent or 5-second delay trigger. Set it to show the 20% offer with a clear headline. This alone starts capturing signups the footer form misses entirely.
Rewrite the double opt-in email. Go to Klaviyo > Lists and Segments > select your list > Settings > Double Opt-In section. Rewrite the subject to something like: "Claim your 20% off (one click away)." Add the discount reminder and one product image. Give them a reason to confirm.
Evaluate whether double opt-in is necessary. If AZO's audience is primarily US-based, consider testing single opt-in. GetResponse data shows single opt-in produces 20-30% faster list growth. More people in the welcome series means more revenue at the end of it.
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.