From real client conversations
Questions clients ask before hiring us
Real questions from brands we work with, paraphrased and answered the way we answered them. Names and details removed.
“It's just swapping one email path for another in our journey. Why does that need extra testing time?”
A UK automotive services company running event-triggered journeys on a customer-messaging platform · Oct 2024
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How we answered
Because the journey is live and real customers are moving through it. Before switching off the old path, we check that the new emails render and every link works, that personalization variables pull the right data, and that entry conditions send the right people down the new branch. We test with a separate event rather than the live trigger, so customers already in the existing path don't receive a second set of emails. It takes a little longer up front, but nobody gets duplicate or broken emails during the transition, and the new path goes live already proven.
“Why do you need to see the automations already running in our CRM before setting up the new email platform?”
A UK home-improvement services company connecting its CRM to a new email platform · Oct 2026
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How we answered
Two reasons: to avoid double-emailing and to keep one consistent voice. Many service businesses already send automated emails from their CRM, for example enquiry or quote follow-ups. If we build new flows without knowing what those send and when, the same customer can receive overlapping messages from two systems. Reviewing them lets us decide what stays in the CRM, what moves and how the messaging should sound. We also map the pipeline stages, from enquiry through to job won or lost, so contacts sync correctly and each email reflects where the customer is.
“The emails are already built, so why do I need to upgrade my email platform plan before they can go live?”
A UK knitwear brand on an entry-level Mailchimp plan · Oct 2023
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How we answered
On some email platforms, automated flows like a welcome series sit behind a higher plan tier; the entry plan lets you send one-off campaigns but not trigger emails automatically when someone signs up. We'd already built and loaded your emails, so the upgrade was the last switch needed to turn them on. Because billing belongs to you, we recorded a short walkthrough showing exactly where to click, and as soon as you confirmed, we activated the welcome series. It's a small step that lets every new subscriber get a timely introduction without anyone sending it manually.
“What's the first thing you do when you start building our welcome and abandoned cart flows?”
A new fashion brand onboarding for welcome and abandoned cart flows on Shopify and Klaviyo · Jul 2024
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How we answered
We start with the plumbing. Before writing a word, we verify the store-to-Klaviyo integration ourselves: we subscribe to the newsletter and add products to a cart to confirm data is syncing and events are firing. Next we share a structure document for every email, covering subject line, preview text, word count and layout, so the copy is agreed before design begins. Once designs are approved we build the flows, test every trigger and link internally, and send test emails to your team for sign-off. Only after your approval do the flows go live.
