How UNTUCKit Turned SMS and Email into a Lifecycle Growth Engine with Attentive

Scaling revenue by unifying SMS + Email with Attentive

UNTUCKit, a leading apparel brand that redefined the casual shirt category, partnered with Attentive to streamline its lifecycle marketing and unlock incremental growth. By consolidating SMS and email into one platform and adopting Attentive’s AI Pro, UNTUCKit created a true cross-channel powerhouse:

• 25% year-over-year increase in revenue from triggered journeys
  
• 15–20% incremental revenue growth in abandonment programs powered by Identity AI
  
• Email journeys achieving unique open rates near 60%
  
• Promotional campaigns reaching more than 1 million subscribers with open rates above 60%
  
• SMS campaigns consistently generating revenue at nearly the same scale as email, despite a list size just 15% as large
  
• Near-100% email deliverability, ensuring reliable inbox placement
  

Why fragmented systems created chaos across channels

UNTUCKit had built a loyal customer base through SMS with Attentive starting in 2019, but its email program was still running on their previous ESP. 

Managing multiple systems meant fragmented journeys, code conflicts, and duplicate sends across channels. Customers were receiving conflicting welcome codes, simultaneous abandoned cart notifications, and inconsistent experiences. 

Meanwhile, the brand wanted greater transparency into deliverability metrics and a way to better align its two strongest channels. UNTUCKit knew that bringing email and SMS together could drive stronger results and deliver a more cohesive customer experience.

“It’s been life-changing. Setting up flows across three different platforms was chaotic: duplicate codes, conflicting triggers, and unsubscribes. Now everything is unified, and our journeys are so much more sophisticated.”
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— Shannen McLoughlin, Senior Director of CRM at UNTUCKit

How consolidation and AI Pro unlocked smarter orchestration

In 2025, UNTUCKit migrated its email program to Attentive, uniting SMS and email under one roof. This decision was driven by the trusted partnership already established with Attentive’s team and by the need for smarter cross-channel orchestration. 

The brand also adopted Attentive’s AI Pro toolkit, focusing on Identity AI to extend recognition and maximize audience reach. 

To test the effectiveness of Identity AI, UNTUCKit ran a head-to-head study comparing Attentive against six other identification providers alongside their own advanced internal stack. Attentive outperformed all competitors, delivering superior recognition and incremental revenue.

“Identity AI has surpassed every other identification solution we tested. The reach is far superior, and we saw the results almost immediately.”

— Shannen McLoughlin, Senior Director of CRM at UNTUCKit

How sign-up units, segmentation, and journeys built a lifecycle powerhouse

UNTUCKit’s growth story is built on the combined strength of SMS and email working together inside Attentive.

Sign-up units fueled steady growth, building an SMS list of nearly 200,000 and an email list of over 1.4 million. 

SMS proved to be highly efficient, with single campaigns often generating revenue comparable to email campaigns sent to a list seven times larger. 

Email, meanwhile, became the backbone of automated lifecycle programs, consistently driving revenue at scale with sophisticated flows.

Conversational sign-up and preference journeys helped UNTUCKit learn what subscribers wanted most (updates about new arrivals, sales, or specific products) fueling hyper-targeted outreach instead of broad batch-and-blast campaigns. 

This strategic pivot allowed campaigns to deliver stronger engagement, especially during peak shopping periods like Labor Day and product launches.

“Occasionally, an SMS message to our 200,000 subscribers generates almost as much revenue as an email to over 1 million email subscribers. That's how engaged our SMS audience is.”
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— Shannen McLoughlin, Senior Director of CRM at UNTUCKit

With the migration, email and SMS journeys could finally be orchestrated together. UNTUCKit launched more than 40+ cross-channel flows covering welcome, cart abandonment, browse abandonment, post-purchase, and reactivation. 

Prioritization logic ensured the right message reached customers in the right order: email first, SMS if unopened, and paid social retargeting as a last step.

This orchestration eliminated duplicate codes and overlapping triggers, improved deliverability, and created a seamless customer experience.

What happened when email and SMS started working together

By combining the power of SMS and email inside Attentive, UNTUCKit unlocked efficiency and growth. 

Email performance surged after the migration, with automated journeys achieving unique open rates close to 60% and click rates around 9%, while conversion rates in flows like browse abandonment and post-purchase exceeded 3–5%. 

Campaign performance also impressed, with average open rates of 44% and standout promotions exceeding 62% opens and conversion rates over 1%—driving tens of thousands of purchases from a single send across more than a million delivered messages. 

SMS continued to prove its value as an engagement driver, with campaigns to a list of 200,000 subscribers consistently generating revenue comparable to emails sent to 1.4 million.

Together, the two channels formed a balanced powerhouse: email delivering broad reach and reliable revenue at scale, and SMS amplifying per-subscriber efficiency and immediacy.

“Everyone at UNTUCKit has been bridged to their personal address with Attentive, which has never happened with any other provider. We’ve tested at least six other identification solutions, and none of them could match Attentive’s reach.”
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— Shannen McLoughlin, Senior Director of CRM at UNTUCKit

AI Pro’s Identity AI amplified this success by dramatically expanding recognition rates, enabling more customers to be targeted in flows and driving double-digit incremental revenue lifts. 

Overall, triggered journeys increased their contribution by 25% year-over-year, and the combined program delivered a 30%+ lift in lifecycle-driven revenue within six months of migration.

“We always want to be part of beta programs and influence the final product—and Attentive actually listens and bakes in our feedback.”
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— Shannen McLoughlin, Senior Director of CRM at UNTUCKit

Why a unified approach to lifecycle marketing matters

UNTUCKit’s success shows the impact of treating SMS and email as a unified growth engine. With Attentive, the brand transformed its lifecycle strategy into a powerhouse that blends scale and efficiency from email with high engagement and immediacy from SMS. 

Sign-up units and conversational journeys fueled steady growth, segmentation strategies elevated personalization, and unified automated flows provided consistency across channels.

By consolidating these programs into one platform and layering in AI, UNTUCKit eliminated inefficiencies but also created scalable personalization and meaningful revenue growth.