Turning a Promotions-Only Program Into an Education-Led Revenue Engine
EMStore is an e-commerce brand whose customers value clear, trustworthy information as much as the products themselves. Before partnering with Dispatch, its email and SMS program leaned entirely on promotional campaigns, which meant that subscribers only heard from the brand when there was an offer on the table. Dispatch began working with EMStore in May, 2026, and the partnership has now run for more than five months across email and SMS. In that time, the team rebuilt the campaign strategy around a healthier mix of promotional and evergreen sends, increased the sending cadence thoughtfully, and introduced educational content designed to build trust and drive purchases without relying on discounts. Dispatch also monitored flow and campaign performance throughout the period so that each decision could be measured against a clear baseline. All of this work was carried out in Klaviyo, using EMStore's existing Shopify data to inform segmentation, timing, and content priorities.
The Numbers Tell the Story
From June 1 through October 6, 2026, EMStore achieved the following performance improvements
Where We Started
When Dispatch audited EMStore's program, the most important finding was one of imbalance. Every campaign the brand sent was promotional, which trained subscribers to expect an offer in every message and left no room for the education that many of EMStore's customers were actively looking for. Meanwhile, the sending cadence was modest, so large portions of the list went long stretches without hearing from the brand, and the revenue the program generated depended heavily on how well each individual promotion performed. In addition, the absence of evergreen content meant there was no reliable, repeatable way to engage subscribers who were interested in the category but not yet ready to buy on a deal.
The key objectives identified were to diversify the campaign mix with evergreen and educational content, increase send frequency without hurting list health, and strengthen the share of revenue attributed to email and SMS, all while reducing unsubscribes so that the audience would keep growing in value over time.
Evergreen Content That Educates AND Sells
The biggest strategic shift Dispatch introduced was moving EMStore beyond promotions-only messaging. The team built out evergreen campaigns that could be sent and re-sent over time, with a particular focus on educational content that explains the category to subscribers who are still forming opinions. Campaigns such as Peptides 101 became standouts, giving newer subscribers a clear starting point and giving experienced customers a reason to keep engaging with the brand.
These educational sends turned out to be meaningful revenue drivers in their own right. Because they were not tied to a discount or a deadline, they continued to perform well as they reached new audiences, and they gave EMStore a stronger foundation of trust to build on. This also changed what subscribers expected from the brand, since a message from EMStore no longer meant only a sale, which helped protect list health as the volume of sends increased.
A Smarter, Higher-Frequency Cadence
Dispatch increased EMStore's campaign volume by 24% compared with the period before the partnership. Campaign deliveries grew 34.5% to more than 939,000, and campaign revenue was up 22.4% from the previous period and 31.2% year over year.
Increasing cadence is usually where programs run into trouble, but EMStore's results moved in the opposite direction. The unsubscribe rate fell 34.7% against the previous period and 27% year over year, which points to the combination of more relevant content and a better balance between education and offers. Furthermore, the share of EMStore's total store revenue attributed to email and SMS rose to 28.9%, up 33.6% from 21.6% in the previous period, showing that the program is now responsible for a much larger portion of the business.
Flows That Continuously Compound
Automated flows were the fastest-growing part of the program, with flow revenue up 22.6% from the previous period and 260.4% year over year. Flow deliveries more than doubled, rising 104.9%, which reflects both a larger and more engaged audience entering EMStore's automated journeys and the stronger content feeding them.
Because flows respond to subscriber behavior rather than the send calendar, this growth is the kind that continues to pay off between campaigns. Together with the campaign program, it brought total attributed revenue up 22.5% over the previous period and an 87.8% increase year over year. Dispatch continues to monitor and refine both sides of the program so that the gains compound rather than plateau.
