Hey, it's Geb from Email Rev Lab!
At 7:30 pm last night, I signed up through Rootine's homepage.
No pop-up appeared. I found a small form buried near the footer, typed my email in, and hit submit.
It is now 8:23 pm. I've checked primary, promotions, and spam.
Nothing.
did
The Brand Bridge:
Rachel Soper Sanders co-founded Rootine because she was tired of guessing. Tired of generic supplements, tired of stress and fatigue with no real answers. She and Dr. Daniel Wallerstorfer built this brand on one idea: use real biological data to give people real solutions.
That's a serious commitment to precision.
But precision in the lab doesn't mean anything if your welcome email never reaches the inbox. The buyer who just gave you their email is still waiting.
The Pop-up Test:
There isn't one.
No pop-up, no slide-in, no exit intent trigger. The only way to subscribe is through a small form near the bottom of the page labeled "Elevate Your Inbox!"
Most visitors never scroll that far. The ones who did gave you their email and got nothing back.
The Tech Test:
53 minutes. That's how long I waited. Checked primary. Checked promotions. Checked spam.
Still nothing.
That's not a delay. That's a missing email.
The most likely culprits: no welcome flow is live in Klaviyo, or a flow filter is blocking new subscribers from entering. Either way, the subscriber is left in silence.
The Inbox Test:
There's nothing to test. The email hasn't arrived.
What I can say is this: an inbox that goes quiet right after signup is the fastest way to lose a warm lead. Buyer attention is highest in the first five minutes. After that, it drops fast.
The Fix (Klaviyo):
Go to Flows > Create Flow > Welcome Series. Set the trigger to "Subscribed to List" and confirm the subscriber list matches the form on your site.
Check your flow filters. If "Has placed order" is checked as an exclusion, new subscribers who are also buyers get blocked. Remove that filter.
Set Email 1 to send immediately. Zero-minute delay. The first email should hit the inbox before the buyer closes the tab.
The Impact Statement:
According to Invesp, welcome emails sent in real-time convert at 4.01%. Delayed ones convert at 0.94%. Rootine's welcome email isn't arriving at all.
The Curiosity Hook:
Here's what I'm curious about: how many subscribers have signed up in the last 30 days and received absolutely nothing from Rootine?
The Pitch:
Rootine built something real. Clinician-formulated drinks, data-backed dosing, a brand with a genuine founding story. They just need an email system that matches the quality of the product.
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.