Hey, it's Geb from Email Rev Lab!
At 9:24 PM, I signed up at the bottom of Pique's homepage.
No pop-up. No exit-intent overlay. Just a quiet footer form promising 12 free samples and a $25 welcome gift.
At 9:25 PM, the email hit my Primary inbox.
One minute. That's genuinely impressive. But what I found inside the funnel told a different story.
The Brand Bridge
Simon Cheng spent his 20s cycling through surgeries; staples in both lungs, a screw in his jaw. He celebrated his 30th birthday with a tube delivering antibiotics directly into his heart valve. That was the breaking point.
He traveled across Asia, learned from TCM masters and tea farmers, and built Pique around one idea: everything you need to heal is already inside you. Every product is Triple Toxin Screened for pesticides, heavy metals, and toxic mold. That's rare. That's earned trust.
But a brand this obsessive about purity is leaving buyers cold at the very top of its funnel. And the fix has nothing to do with ingredients.
The Pop-up Test
There isn't one.
No entry pop-up. No exit-intent trigger. No timed overlay. The only email capture is buried at the bottom of a long homepage scroll.
That means every visitor who doesn't reach the footer leaves without a code, without follow-up, and without a reason to come back.
Benchmark: The average email pop-up converts at 2.1% (Omnisend, 1.24 billion pop-up displays, 2025). Pique is currently converting zero of those visitors — because they never see a pop-up at all.
The Tech Test
The good news: 60-second delivery, straight to Primary. That's top-tier infrastructure.
The email was sent from [email protected], which has solid domain health. No red flags here.
This part of the system works. The problem lives upstream.
The Inbox Test
Subject line: "Claim Your 12 Samples — $25 Gift 🎁"
Primary tab placement puts Pique ahead of most brands. But the subject line leads with the offer before curiosity has a chance to build. It gives away the ending before the reader opens the door.
The Email Creative Test
The welcome email is genuinely beautiful. Simon's founding story, the Pure/Effective/Accessible science section, strong product photography, and trust badges; it's all there.
But the email is doing too much in one scroll. Story. Science. Products. Referral program. Wellness quiz. Social proof. Each element competes with the next.
When everything fights for attention, nothing wins. One email needs one job.
The Impact Statement
Real-time welcome emails convert at 4.01%. Delayed ones convert at 0.94%; a 327% difference in revenue per email (Invesp). Pique's delivery is fast. But without a pop-up capturing visitors earlier in their visit, the pipeline feeding that fast welcome email stays thin.
The real question: how many visitors scroll past Pique's homepage without ever seeing that footer form?
The Fix (Klaviyo)
Add an exit-intent pop-up in Klaviyo's sign-up form builder. Trigger it when the cursor moves toward the browser tab. Keep the same 12-sample offer. This captures buyers who were already leaving cold.
Add a timed pop-up (12 to 15 seconds after page load) as a secondary trigger for mobile, where exit-intent doesn't fire reliably. Mobile visitors are most likely to scroll halfway and bounce.
Strip the welcome email to one job: get them to claim their samples. Move the founding story, science breakdown, and quiz to emails 2, 3, and 4 in the flow. One email. One CTA. One conversion.
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.