Hey, it's Geb from Email Rev Lab!
At 4:00 AM this morning, I signed up through the Wild Foods footer form.
Their pop-up fired after. Said 15% off. I closed it and kept watching.
Their welcome email hit at 4:00 AM. Primary inbox. Fast. Subject line with the deer emoji. So far so good.
But the code inside said 10% off. Code: 1WildCustomer.
Not 15%.
Then at 4:12 AM, a second email arrived. Promotions tab. Sent by "Wild Foods via SafeOpt." Code: WILD15LIFE. Offering 15% off, free shipping over $69, and $10 back.
Two emails. Two codes. Two different offers. Twelve minutes apart.
That's a broken welcome experience.
The Brand Bridge:
Colin Stuckert bootstrapped Wild Foods from $350 in his first month to a 7-figure brand by standing for one thing: real food, no shortcuts, no synthetic garbage. His mission is to help people say NO to Big Food, Big Pharma, and the broken status quo. BluetuskrWildly Rooted
That's a powerful origin.
But right now, a new subscriber's first experience is confusion. Two codes, two promises, two systems fighting for the same buyer at the same time. That's not the Wild Way.
The Pop-up Test:
The pop-up is solid. Dark background, green CTA, 100,100+ social proof, 15% hook, free ebook, 90-day guarantee. All the right ingredients.
But it fires after the footer signup. That's a sequencing mismatch. A buyer who signed up at the footer already opted in. The pop-up now feels like a second ask with a better offer than what just arrived in their inbox.
The Tech Test:
Two separate email systems are firing at the same time.
The 4:00 AM email came directly from wildfoods.com. Primary inbox. Fast delivery.
The 4:12 AM email came from "Wild Foods via SafeOpt" Promotions tab. SafeOpt is a retargeting service that identifies website visitors using a tracking pixel and sends them targeted offers, even without a direct form signup. It fires based on the site visit, not the footer form. Suped
So Wild Foods now has two systems sending two different discounts, 12 minutes apart, to the same buyer.
The Inbox Test:
The native welcome email landed in Primary. That's the win. Primary inbox placement maximizes welcome email ROI, and Wild Foods is getting that right with the native send. Mailmend
The SafeOpt email went to Promotions. Expected for a third-party sender. Gmail users check their Promotions tab infrequently, and some never do at all. So that 15% offer is effectively invisible to a big chunk of new subscribers. Mailmend
The Email Creative Test:
The native welcome email is doing too much. Long scroll. Ten reWild principles. Four CTA buttons (Wild Survey, Wild Deals, Wild Cashback, Wild Shop). Plus a comparison table.
The conversion rate for real-time welcome emails is 4.01% vs. 0.94% for standard welcome emails. That gap exists because immediacy and focus drive action. Wild Foods has the timing. They're losing it on the focus. Invesp
One email. Four exits. That's four ways to lose the buyer before they shop.
The Fix (Klaviyo):
Pick one discount. 10% or 15%. The SafeOpt email is offering more than the native welcome. That inconsistency trains buyers to ignore the first email and wait for the better deal.
Suppress SafeOpt for new email subscribers. If a buyer just opted in via the footer or pop-up, they're already in your Klaviyo welcome flow. SafeOpt firing 12 minutes later with a separate code creates discount confusion, not conversion.
Strip the welcome email down to one CTA. Move mission content to Email 2. The welcome email's only job is to get the new subscriber to use the code and make a first purchase.
The Impact Statement:
74% of people expect to receive a welcome email immediately after subscribing, and when two competing offers land in two different tabs within 12 minutes, that expectation turns into confusion instead of a click. Invesp
The Curiosity Hook:
Here's what I'm curious about: how many Wild Foods buyers are clicking the SafeOpt code instead of the Klaviyo welcome link, sending revenue that should be attributed to the welcome flow into a black box?
Wild Foods has the product, the mission, and Colin's story. They just need one clean welcome experience that doesn't send buyers chasing two different codes in two different tabs.
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.