Hey it’s Edoardo from ElediaMails,
You’ve probably spent hours working on your flows, campaigns, and email designs...
But what if I told you one of the biggest bottlenecks in your entire email strategy isn’t inside your Klaviyo dashboard - it’s your sign-up form?
Let’s talk about why most brands get this wrong… and how Kosmos BBQ gets it really, really right.
🚪 Your Sign-Up Form = The Front Door of Your Email Revenue
Think about it:
The more people who sign up to your list → The more people open your emails → The more people convert → The more money you make.
Simple as that. But most brands treat their sign-up forms like a checkbox instead of what it really is: a high-leverage conversion asset.
❌ The Problem With Most Sign-Up Forms
Here’s what I see way too often (especially fashion brand owners out there):
Bland pop-ups with one line of copy
No visuals or brand personality
A generic “Sign up for 10% off” that no one believes anymore
Even if the offer is good, if it doesn’t feel exciting, people won’t sign up.
There’s no emotion. No curiosity. No hook. And no real reason to care.
✅ What Kosmos BBQ Did Differently
Let’s look at a great example from Kosmos BBQ: A brand that turned their sign-up flow into a whole experience.
Here’s how they did it:
Step 1.
Step 2.
1. Gamified Entry
Instead of a generic discount pop-up, Kosmos starts by asking a fun question:
“How would you rate your BBQ skills?”
It’s harmless. But it grabs attention and it gets the user to interact.
This simple “micro-commitment” increases opt-in likelihood dramatically.
Why? Because once someone takes action (even a fun one), they’re more likely to continue.
2. Delayed Discount Reveal
Once you answer the question, they don’t immediately show the discount.
Instead, they ask for your email so they can send it to you.
This creates mystery and urgency. The subscriber wants to see what they’re getting.
This two-step approach has been shown to increase sign-up rates to 7 - 8% or more (vs. the typical 2 - 3%).
3. Branded & Memorable
Every step of the Kosmos form feels on-brand. From the visuals to the language to the BBQ references; It’s not just a sign-up, it’s an experience.
Which means people remember it. And engage more.
💡 What You Can Learn From Kosmos
You shouldn’t copy their quiz word-for-word.
But here’s what you should take from this instead:
Your sign-up form should feel like an extension of your brand, not a stock Shopify pop-up.
You can start by testing these things:
Add a micro-interaction (question, preference, quiz)
Delay the offer reveal to build curiosity
Add visuals or motion that align with your product/brand
Split-test offers ($ off vs % off vs mystery vs free gift)
Most brands obsess over what happens after someone joins the list.
But your growth (and revenue) starts before the welcome email even hits.
Your sign-up form is the first impression, and the easiest place to 2–3x your list growth and revenue with almost no effort.
Until next time!
Edoardo
P.S. If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.