Work
Tatti Lashes
A lifecycle programme rebuilt around repeat purchase, not promotion.
- Sector
- Beauty
- Platform
- Attentive
- Services
- Email · SMS · Lifecycle
The brand
Tatti Lashes is a British beauty brand built on lashes, brows and a following that grew faster than its email programme. When we met, campaigns went out to everyone and flows were doing very little of the work.
The brief
The existing lifecycle programme was heavily focused on acquisition, with limited post-purchase and retention activity despite operating in a category built around repeat purchases.
Additional challenges included:
Additional challenges included:
- Email and SMS operated largely independently, creating inconsistent customer experiences.
- Existing journeys couldn’t support Tatti’s complex product catalogue and multiple customer types.
- Different customer groups required entirely different messaging, purchase journeys and automations.
- The migration needed to happen with minimal disruption while establishing a scalable foundation for future growth.
What we did
Rather than simply migrating platforms, Apostle redesigned Tatti Lashes’ lifecycle strategy from the ground up.
Our work included:
- Migrating the brand’s SMS programme from Klaviyo to Attentive.
- Designing one of Apostle’s largest lifecycle ecosystems, comprising more than 300 personalised customer touchpoints across email, SMS and on-site acquisition (pop-ups).
- Expanding lifecycle coverage from approximately 20 live flows to 60 specialised journeys, covering acquisition, browsing behaviour, purchase, post-purchase, retention, re-engagement and sunsetting.
- Creating separate customer journeys for Consumers, Makeup Artists and Lash Technicians.
- Building product collection-specific Browse, Cart and Checkout journeys tailored to different shopping behaviours.
- Connecting Klaviyo email and Attentive SMS into a single coordinated lifecycle programme.
- Rebuilding on-site acquisition through six highly targeted pop-ups designed around customer intent and product interest.
- Developing a phased implementation strategy, allowing the client’s internal design team to roll out journeys progressively while maintaining business continuity.
What changed
Lifecycle became the largest revenue channel in the account, and it kept growing after launch.
+455%
SMS attributed revenue
+333%
Flow revenue
+152%
Email attributed revenue
- SMS moved from an occasional broadcast to a planned, segmented channel.
- Automated flows carried a third of lifecycle revenue instead of a fraction of it.
- Email revenue grew without increasing send volume.
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