An analysis of True Classic's abandon cart journey (2025)

This article is part of our Lifecycle Leaders series. Subscribe here to get every edition along with expert insights like this and journey breakdowns from the world's largest brands.

If you’ve been on social media over the past year or so, you’ve probably stumbled across True Classic, the rapidly growing D2C t-shirt company that’s gone viral.

Everyone talks about their ads, but very few folks talk about their lifecycle program, so I intentionally abandoned cart at checkout to enroll myself in their win-back program. Over the next month and a half, I tracked every SMS and email send and spent 40+ hours breaking down their strategy.

More on the blog

• 

  How Starbucks powers personalization for 34.5M loyalty members

  Uncover the CRM and lifecycle system that Starbucks uses to power email personalization for millions of loyalty members.

  Read
• 

  What 30 years of running lifecycle programs taught us about building programs that actually work

  Everything we wish someone told us about building, scaling, and owning lifecycle programs across industries, enterprises, and mid-market companies.

  Read
• 

  Stop overthinking your lifecycle program: 4 simple optimizations you can make today

  The most overlooked areas that lifecycle teams often ignore, which actually move the needle.

  Read