We were brought in to take over the email and SMS program for a high-volume tattoo and body-art supply brand inside the Body Art Alliance group. The brand had the catalog, the audience, and a large SMS list already producing real revenue. What it did not have was a lifecycle program that worked as one system. Deliverability was compromised, email and SMS were run as strangers to each other, the automated flows that should carry a program were thin or missing, and the list had never been cleaned or properly segmented.
Michael McBride
Founder & CEO, Atelier Commerce
We were brought in to take over the email and SMS program for a high-volume tattoo and body-art supply brand inside the Body Art Alliance group. The brand had the catalog, the audience, and a large SMS list already producing real revenue. What it did not have was a lifecycle program that worked as one system. Deliverability was compromised, email and SMS were run as strangers to each other, the automated flows that should carry a program were thin or missing, and the list had never been cleaned or properly segmented.
Michael McBride
Founder & CEO, Atelier Commerce
We rebuilt Ultimate Tattoo Supply's lifecycle program from the deliverability layer up. We repaired sender reputation, unified Klaviyo email and Attentive SMS into a single coordinated calendar, built the automated flows that were missing, and put real segmentation and list hygiene in place. The result is a program that performs at the top of its category: campaign email open rates of 52.73%, flow open rates of 59.78%, and a blended conversion rate of 5.09% — with email lifecycle revenue now compounding on top of an SMS program that already contributes the majority of lifecycle revenue and runs at seven-figure annual scale.
We rebuilt Ultimate Tattoo Supply's lifecycle program from the deliverability layer up. We repaired sender reputation, unified Klaviyo email and Attentive SMS into a single coordinated calendar, built the automated flows that were missing, and put real segmentation and list hygiene in place. The result is a program that performs at the top of its category: campaign email open rates of 52.73%, flow open rates of 59.78%, and a blended conversion rate of 5.09% — with email lifecycle revenue now compounding on top of an SMS program that already contributes the majority of lifecycle revenue and runs at seven-figure annual scale.
Creative challenges
The first challenge was deliverability. A lifecycle program is worth nothing if the messages never reach the inbox. We inherited a sender reputation that had been eroded by sending to an unmanaged list, so the first work was unglamorous and non-negotiable: repair the sending domain, re-establish reputation through disciplined volume and engagement-based sending, and earn the inbox back before scaling anything.
The second challenge was a silo. Email lived in Klaviyo, SMS lived in Attentive, and the two were run as separate programs by separate logic, often colliding on the same customer on the same day. We unified them into one coordinated calendar so email and SMS reinforce rather than fight each other, with messaging cadence and suppression rules that treat the customer as one person across both channels. The third challenge was missing automation. The flows that should carry a lifecycle program, the ones that earn money while the team sleeps, were thin or absent. There was no real welcome journey, no reliable abandoned-cart or browse recovery, no post-purchase sequence. Campaigns were doing all the work that automated flows should have been doing. The fourth challenge was hygiene. The list had grown without segmentation or sunsetting, which is exactly what had damaged deliverability in the first place. We rebuilt the list around engagement, segmented by behavior and purchase history, and put ongoing cleaning in place so the program stays healthy as it scales.
Creative challenges
The first challenge was deliverability. A lifecycle program is worth nothing if the messages never reach the inbox. We inherited a sender reputation that had been eroded by sending to an unmanaged list, so the first work was unglamorous and non-negotiable: repair the sending domain, re-establish reputation through disciplined volume and engagement-based sending, and earn the inbox back before scaling anything.
The second challenge was a silo. Email lived in Klaviyo, SMS lived in Attentive, and the two were run as separate programs by separate logic, often colliding on the same customer on the same day. We unified them into one coordinated calendar so email and SMS reinforce rather than fight each other, with messaging cadence and suppression rules that treat the customer as one person across both channels. The third challenge was missing automation. The flows that should carry a lifecycle program, the ones that earn money while the team sleeps, were thin or absent. There was no real welcome journey, no reliable abandoned-cart or browse recovery, no post-purchase sequence. Campaigns were doing all the work that automated flows should have been doing. The fourth challenge was hygiene. The list had grown without segmentation or sunsetting, which is exactly what had damaged deliverability in the first place. We rebuilt the list around engagement, segmented by behavior and purchase history, and put ongoing cleaning in place so the program stays healthy as it scales.
What we inherited, and what we rebuilt
A lifecycle program is not a series of sends. It is a system with four load-bearing parts, and all four were broken when we took over. Deliverability had been compromised by sending to an unmanaged list. Email and SMS were siloed across Klaviyo and Attentive with no shared logic. The automated flows that carry a program were missing or weak. And the list itself had no segmentation or hygiene. Any one of these will cap a program. All four together had put a ceiling on a brand that was already generating real demand.
We rebuilt each one and wired them back together. Deliverability was repaired and protected with engagement-based sending. Email and SMS were unified into a single coordinated calendar across Klaviyo and Attentive. The flow library was built out, and a single Welcome Series email drove the largest share of flow revenue on its own. Segmentation and ongoing list hygiene were put in place to protect the gains. The proof is in the engagement: 52.73% campaign open rates and 59.78% flow open rates, well above category norms, with a 5.09% blended conversion rate turning that attention into revenue.
What we inherited, and what we rebuilt
A lifecycle program is not a series of sends. It is a system with four load-bearing parts, and all four were broken when we took over. Deliverability had been compromised by sending to an unmanaged list. Email and SMS were siloed across Klaviyo and Attentive with no shared logic. The automated flows that carry a program were missing or weak. And the list itself had no segmentation or hygiene. Any one of these will cap a program. All four together had put a ceiling on a brand that was already generating real demand.
We rebuilt each one and wired them back together. Deliverability was repaired and protected with engagement-based sending. Email and SMS were unified into a single coordinated calendar across Klaviyo and Attentive. The flow library was built out, and a single Welcome Series email drove the largest share of flow revenue on its own. Segmentation and ongoing list hygiene were put in place to protect the gains. The proof is in the engagement: 52.73% campaign open rates and 59.78% flow open rates, well above category norms, with a 5.09% blended conversion rate turning that attention into revenue.
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