How Tatti Lashes Lifted Revenue per Send by 325%

When Tom Everson joined Tatti Lashes, email and SMS didn’t have a dedicated owner. CRM had landed with the graphic design team, and the brand wasn’t getting the level of strategic support it needed from its previous platform, Klaviyo. The program leaned heavily on campaigns, with 75% of revenue coming from campaign sends, while list growth had stalled.

For Tom, it was time to rethink the program.

Choosing a partner for the rebuild

A rebuild is a rare chance to decide what you actually want your program to do. For Tom, the answer was clear: more journeys across SMS and email, and a subscriber list that kept growing.

Tom wanted one platform that could grow the list and make every send count across both channels, but support mattered just as much. Tom knew no migration would be perfect, so he asked a different question.

“Not everything's going to be perfect when you move platforms. I focused on one question: if it goes wrong, who do I want in my corner?” — Tom Everson, Digital Director, Tatti Lashes

Tom found that partnership with Attentive. 

"Everyone we spoke to at Attentive was approachable and could pick up the phone. We still talk regularly about what's coming up, what's working, and what to try next, and that's made a real difference to how we work." — Tom Everson, Digital Director, Tatti Lashes

Building a program around journeys and relevance

In August, the team completed a full rebuild across its journeys. The goal was to let automated journeys carry more of the revenue and use campaigns more selectively, across both SMS and email.

Sign-up was the next piece. Tatti Lashes serves three audiences: everyday shoppers, makeup artists, and lash technicians. Each group shops differently. Shoppers who start with pre-glued lashes tend to stay with pre-glued, while customers who buy Invisi-Lash kits are comfortable applying adhesive, bond, and seal themselves.

Instead of one pop-up for everyone, the team tailored the entry point to the category a visitor was browsing, with a teaser offer to encourage sign-up. Signal amplifies the impact of this personalization even further, resolving cross-device identities in real time so every pop-up hits the right person with the right offer.

AI Pro rounded out the build, helping the team use changing customer behavior to find additional customers worth reaching beyond its original campaign segments.

A list that grows faster—and stays

To see how the rebuild was performing, Tom compared August 2026 on Attentive with August 2025 on Klaviyo, applying the same one-day click attribution window to both. The difference showed up quickly in list health.

More people joined, and fewer left. Tatti Lashes drove 78% more new subscribers while cutting unsubscribes by 47%, lifting net subscriber growth by 170%. Sign-ups surged across both channels—email grew 91%, while SMS climbed 42%.

Tom points to two driving factors: a pop-up experience tailored to shopper intent, and sharper real-time visitor recognition powering it behind the scenes.

Reaching customers the team wouldn't have reached

Good segments matter at Tatti Lashes. Shoppers, makeup artists, and lash technicians each buy differently, and many customers stick with the products they know. But customer behavior changes, and the people most likely to respond won’t always fit neatly inside a segment built at one point in time.

That’s where AI Pro comes in. The team can expand beyond an original campaign segment to find additional subscribers likely to purchase while excluding those less likely to.

“Audience expansion is one of the best things in the suite because it stops your segments being so static. It finds customers we wouldn't have sent to ourselves, and all of that revenue is incremental. Without it, we simply wouldn't have reached them.” — Tom Everson, Digital Director, Tatti Lashes

In August alone, audience expansion added around 60,000 sends to customers the team wouldn’t otherwise have messaged, with a 93% increase in revenue per send on those sends.

For a team focused on efficiency, the result mattered for a simple reason: Tatti Lashes found additional customers worth reaching without having to continually rebuild audiences by hand.

Earning more from every send

Of all the performance metrics Tom tracks, one stood out above the rest: revenue per send.

"Revenue per send was the biggest one for me. We want to be more efficient in what we send, and we want to send less. The goal isn't to send more, it's to make each send work harder." — Tom Everson, Digital Director, Tatti Lashes

Since moving from Klaviyo to Attentive, Tom has seen the shift he was looking for. Compared with the same month a year earlier, Tatti Lashes sent 71% fewer messages while total revenue increased 24%—resulting in a 325% increase in revenue per send.

Automated journeys delivered the bulk of that growth. By shifting the balance from heavy campaign sending toward more triggered messages, Tatti Lashes generated more revenue with less overall volume:

• Overall Journeys: Revenue surged 116% on 24% fewer messages.
• SMS Journeys: Message volume grew 57%, driving a 235% spike in revenue.
• Email Journeys: Revenue per send jumped 89% while reducing volume by 51%.

Campaigns used to be the main event, and Tom's candid about why that wasn't working.

"It was the equivalent of throwing everything at a wall and hoping something sticks, because there wasn't that strategic guidance. With Attentive, we send far less, we're more targeted, and our efficiency is higher. We're moving that revenue into journeys that are tailored to the customer." — Tom Everson, Digital Director, Tatti Lashes

Email became a bigger driver of growth

Both SMS and email now run as one system on Attentive. Shoppers join through the same sign-up experience, journeys are built side by side, and the team sees how each channel is performing in one place. What they learn in one channel can shape the other, so neither starts over. That's omnichannel in practice: SMS and email working together, not two separate programs.

The payoff is less noise for customers and better performance for the brand, and email shows it most clearly. Nearly eight in 10 of August's net new subscribers joined through email, and net email subscriber growth rose 251%, while unsubscribes were cut by 51%.

Sending followed the same efficiency-first approach. Email campaigns sent 73% fewer messages, and each one earned 171% more. Campaign revenue dipped 26% as more of the work moved into journeys, where email revenue held close to steady (down 7%) on 51% fewer sends.

"Having SMS and email in one place makes it so much easier to see the whole picture. Email is where our list has grown most, and we're sending a fraction of what we used to. Fewer people are leaving, and every email is working harder." — Tom Everson, Digital Director, Tatti Lashes

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Getting answers faster with Dema

Tom's team uses Dema to keep a close eye on how the program is performing. It pulls in data from both Attentive and Klaviyo, so Tom can line the two platforms up side by side and compare year on year.

"Dema has let us surface data a lot quicker. I can see the year-on-year picture across Attentive and Klaviyo in one place, which makes it much easier to see what's working." — Tom Everson, Digital Director, Tatti Lashes

What's next

With Black Friday and Q4 around the corner, Tatti Lashes is heading into the busiest stretch of the year with a program that looks very different from the one it had a year ago. The list is growing faster, journeys are carrying more of the revenue, and the team has a clearer view of what’s working.

Now Tom wants to go deeper on quality. Growing the list and revenue is one thing. Understanding whether customers who arrive through different journeys and AI-supported experiences stay valuable over time is another.

Using Dema, the team is working toward that longer-term view so it can keep investing in the audiences and experiences that create lasting value.

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