Hey, it's Geb from Email Rev Lab!
I signed up for Rainbow Light's 15% discount.
I entered my email. Hit Continue.
Then a second pop-up asked for my phone number.
Then a third pop-up asked for a 6-digit verification code.
Three steps to get a discount code. Three steps before I even got to the thank-you screen.
Most shoppers won't finish that. They came for a coupon, not a background check.
The Brand Bridge:
Rainbow Light has been making food-based vitamins since 1981 in Santa Cruz, California. They created the first whole food-based multivitamin in 1984. They've been a founding partner of Vitamin Angels since 1994, donating over 60 million prenatal vitamins to women in underserved communities worldwide.
Forty-plus years of trust. Real mission. Real science.
But a 3-step pop-up flow that asks for a phone number and a verification code before delivering a discount? That's not family-friendly. That's friction.
The Pop-up Test:
The pop-up appeared immediately on page load. Good. The offer is clear: 15% off your first order.
But the flow has three steps. Email, then phone number, then 6-digit code.
Step 2 is optional. There's a "No Thanks" option. But most new visitors won't know that. They see a second form and assume they have to fill it. That's a drop-off point.
Step 3 asks them to check their inbox for a code, then come back and type it in. That's a round trip most mobile users won't take.
One more thing. The pop-up copy says: "Check your inbox and spam folder for your code!"
That line is a red flag. It signals low deliverability confidence before anything's even gone wrong. It blames the user before they've done anything.
The Tech Test:
The welcome email arrived at 1:41 AM. Same minute I signed up. That's fast, and that part is working well.
No SMS arrived despite entering my phone number. If you're collecting phone numbers, you need to deliver on that promise immediately. A silent opt-in kills trust.
The Inbox Test:
The email landed in Promotions, not Primary. Expected for a discount-first welcome email, but it's still a barrier.
Subject line: "Welcome 👋 (inside 15% OFF)"
Decent. The emoji adds personality. But the offer is already in the subject line, so there's no curiosity gap pulling the reader to open. Anyone who signed up from the pop-up already knows about the 15% off.
The Email Creative Test:
The email opens with a big "15% OFF" hero image. The discount code is displayed above the fold. Good.
But then the email adds product recommendations and a loyalty programme sign-up before the reader even clicks the shop button.
Three calls to action competing in one email.
The welcome email should do one thing: get the reader to use the discount. Everything else can wait for email two.
The Klaviyo Fix (3 steps):
Step 1: Simplify the pop-up to one step.
Email only. Remove the phone number collection from the pop-up flow, or move it to a post-purchase SMS opt-in. Every extra step in a pop-up reduces your conversion rate. Omnisend data puts the average pop-up conversion rate at 2.1%. A 3-step flow is likely sitting below that.
Step 2: Remove the 6-digit verification step.
In Klaviyo, turn off double opt-in for your email pop-up list. The verification step is killing your list growth. Single opt-in with clear consent language (which Rainbow Light already has in their footer copy) is compliant and converts better.
Step 3: Restructure the welcome email to one CTA.
In Klaviyo, edit the first email in your welcome flow. Remove the product recommendations and the rewards sign-up block. Focus the entire email on the discount code and one "Shop Now" button. Save cross-sells and loyalty mentions for emails 2 and 3.
The Impact:
Most supplement brands lose a measurable share of their pop-up signups to multi-step verification flows. Rainbow Light's welcome email send timing is solid. But a 3-step pop-up with a verification code is bleeding signups before the email even gets a chance to do its job. According to Invesp, real-time welcome emails convert at 4.01% versus 0.94% for delayed sends. Rainbow Light's timing is right. Their capture flow isn't.
Here's what I'm curious about: what is Rainbow Light's current pop-up conversion rate? Because if it's sitting below 2%, the verification step is a likely reason why.
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.