Hey, it's Geb from Email Rev Lab!
I signed up for Tiger Fitness's 10% back offer at 12:06 AM. Four pop-up steps later, I gave them my email AND my phone number. The final screen told me to check my inbox.
By 12:24 AM, nothing. No email. No SMS. Not in primary, not in promotions, not in spam.
Eighteen minutes of silence after a four-step signup is not a minor bug. That's a broken promise.
The Brand
O15 Nutrition was born from Brandon Curry's 2019 Mr. Olympia title. The name itself tells the story: he was the 15th Mr. Olympia in history. Launched in December 2020 alongside Marc Lobliner, the brand runs on three words. Ethics. Science. Results.
Full label transparency. Zero compromise. That's the O15 promise.
But here's the irony. A brand built on zero compromise is ghosting subscribers 18 minutes after they provide both their email and phone number.
That's a zero-delivery welcome flow from a brand that promises zero compromise.
The Pop-Up Test
The pop-up sequence runs four steps deep.
Step one asks, "Want to save on your order?" with a yes/no prompt.
Step two reveals the offer and collects the email.
Step three asks for a phone number.
Step four says, "Welcome. Check your inbox."
The design is clean. The brand colours hold. But four friction points to get a 10% code is aggressive. Most supplement shoppers bail before step three.
Bigger issue: The phone number screen says "text to activate 10% back." That creates a clear expectation. SMS should fire instantly. Instead, nothing came through on either channel.
The Tech Test
Signed up at 12:06 AM. Checked at 12:24 AM. No email. No SMS. Checked primary inbox, promotions tab, and spam folder.
This is a double-channel failure. Both the Klaviyo welcome email and the SMS trigger are broken, delayed, or misconfigured.
Research from Invesp shows real-time welcome emails convert at 4.01% versus 0.94% for delayed ones. That's a 327% gap in performance. Every minute of silence costs Tiger Fitness conversions.
The Inbox Test
Can't score inbox placement on an email that never arrived. That's the problem in one sentence.
When welcome emails do land for other brands, promotional tab placement is the most common deliverability trap. But you can't even get to that problem if the flow isn't triggering in the first place.
The Email Creative Test
Nothing to review. The email never came.
Tiger Fitness has the brand story, the athlete credibility, and the product line to write a welcome sequence that actually sells. Brandon Curry's name alone is a conversion tool. But none of that matters if the flow never fires.
The Klaviyo Fix
Check the welcome flow trigger. In Klaviyo, go to Flows and open the welcome series. Confirm the trigger is set to "Subscribed to List" and that the list tied to the pop-up is the correct one. Mismatched lists are the most common cause of silent failures.
Check the flow status. Confirm the welcome flow is set to "Live," not "Draft" or "Manual." A flow sitting in draft won't send to anyone, no matter how many people subscribe.
Set the first email delay to zero. The first welcome email should be sent immediately with zero delay. If there's a time delay sitting before the first step, remove it. First email out the door instantly, every time.
Audit the SMS trigger separately. SMS in Klaviyo runs on its own flow. Confirm the phone number capture feeds the correct SMS list and that the SMS welcome flow is also live with a zero-delay first message.
327% Conversion gap between instant vs. delayed welcome emails (Invesp)
Here's what I'm curious about: how many subscribers has Tiger Fitness collected in the past 30 days who received nothing after signing up? Because if the flow has been broken this whole time, that's a lot of earned trust that walked out the door.
The Next Step
Tiger Fitness has the platform. O15 has the credibility. Brandon Curry's story is the kind of origin that writes itself in a welcome email.
They just need the infrastructure to match the brand promise.
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.