LIFECYCLE CASE STUDY

Rebuild the journeys without interrupting the customer.

The Tallowed Truth’s November launch paired a welcome test with six replacement flows, using a staged cutover so customers already in the old journeys could finish them.

Flow launch: 5 November 2025

LIFECYCLE CASE STUDY

Three decisions behind the work.

Flow launch: 5 November 2025

01 · THE CONTEXT

The starting point

Replacing an automation creates a transition problem: new entrants should move into the new journey, while existing recipients should not be abruptly dropped or receive overlapping sequences.

02 · THE WORK

The decisions behind the journey.

Test the front of the journey

A September pop-up test compared 12% and 10% offers. In November, the new standard welcome ran as a test against the existing version. Neither test is presented as having a verified winner here.

Replace the core lifecycle flows

The 5 November update confirmed new site, browse, cart, checkout, post-purchase and sunset journeys were live.

Manage the cutover deliberately

The old flows stopped accepting new entrants while existing customers completed their paths. The November campaign work also coordinated email, SMS, resend wording and the dates on which promotional codes would work.

INSIDE THE DECISIONS

The customer should not feel the cutover.

The Tallowed Truth’s replacement flows introduced a transition problem that does not appear in the artwork. A person already inside an old sequence had a different status from a new entrant. The launch stopped new entry to the old paths while allowing existing customers to finish, and moved subsequent entrants into the replacements.

That approach preserves continuity while making the new programme operational. For another account rebuild, map every old flow to its replacement and decide what happens to queued customers before activation. Check that a completed purchase still stops the appropriate recovery messages during the transition.

Offer timing belongs in the same review as the copy.

The welcome test and six replacement journeys went live on 5 November. Campaign coordination then included email, SMS, resend wording and promotional-code dates. A reminder that promises an unavailable code would undermine otherwise sound messaging, which is why validity periods need to be reviewed against send times.

The popup and welcome comparisons remain tests in this story, without a claimed winner. Evaluate comparable entrants over the same period and record which version each received. Keep static-ad development separate from lifecycle results until an appropriate paid-media comparison is available. The verified transformation is a working replacement programme with a deliberate customer transition.

03 · THE OUTCOME

What the work delivered.

The records confirm seven live journeys in the November launch: the welcome test and six replacement flows. Static ad creative was developed in parallel, but this case study makes no paid-ad performance claim.

WHAT TO APPLY

Take the lesson into your own programme.

Plan the transition as carefully as the new sequence. Decide what happens to people already inside the old flow, block new entry at the right point and verify that the replacement starts correctly. Keep promotional copy and code validity aligned.

Flow launch: 5 November 2025. This case study covers the specific work described. Journey diagrams explain the approach.

QUESTIONS ABOUT THE WORK

What this case study shows.

How do you replace flows without disrupting customers already inside them?

The Tallowed Truth’s November 2025 launch used a staged cutover: customers already in older journeys could finish them while replacement journeys took over new entrants. The documented scope paired a welcome test with six replacement flows. For a similar rebuild, map active recipients and prevent duplicate entry before switching traffic.

What should be checked before switching off old email automations?

Map triggers, active recipients, consent status, exclusions and data dependencies. Confirm replacement journeys receive the expected events and send correctly, then plan the cutover around people already in progress. Monitor entries and duplicate sends afterwards. This is a practical migration checklist, not a claim that every listed check formed part of this project.

YOUR NEXT CHAPTER

What could your email programme do next?

Find the opportunities in your customer journey.

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Original campaign example

A direct founder voice

This example uses a personal message, a specific deadline and a single store-wide offer. Its visual style is deliberately simpler than a catalogue campaign. The important creative choice is the voice: it reads as a note from the founder, with short links and a clear final shopping action. An archive like this also shows why a campaign programme can use more than one format.

Test direct copy against a designed message using comparable audiences. Keep the offer and reporting window consistent before interpreting a difference.

The Tallowed Truth · Original campaign email · 2025-11-30

Explore the service and a related guide

For a similar customer journey, explore our retention marketing services and the beauty and skincare retention guide. Use the case's scope and measurement context to decide which lessons fit your account.

Review the available engagement scopes and pricing before choosing a delivery model.