American-Made Denim, Built to Last
imogene + willie is a Nashville-born apparel brand built on a simple promise: denim and everyday essentials made in the United States, cut to fit real people, and made to be worn for years rather than seasons. The brand has grown from a single neighborhood shop into a multi-channel business with a devoted national customer base, a considered wholesale and retail footprint, and a direct-to-consumer engine that now drives the majority of new customer relationships. Dispatch partnered with imogene + willie in early 2025 to take full strategic ownership of the brand's retention channels, and the partnership has run continuously for more than twelve months. The engagement covers email and SMS strategy and execution, on-site list growth and pop-up optimization, the full lifecycle automation suite, advanced segmentation, and the technical implementation that supports all of it inside Klaviyo and Shopify. Rather than operating as a vendor executing a fixed deliverable list, Dispatch functions as the brand's retention marketing department, running a continuous monthly testing program and reporting against revenue rather than send volume.
The Numbers Tell the Story
From February 2025 through February 2026, imogene + willie achieved the following performance improvements:
Where We Started
The initial audit surfaced a retention program that was generating revenue but capturing a fraction of the demand already moving through the site. The pop-up form was converting at 0.89% of views, well below what the brand's traffic quality justified, which meant the top of the lifecycle funnel was being starved before any flow had a chance to work. Meanwhile, the Added to Cart flow had been built and left to run without a structured testing program, so questions like send timing, message order, and sequence length had never been answered with data. In addition, list hygiene was managed manually, unengaged profiles were accumulating against the sending reputation, and campaign segmentation was too broad to match content to the collections and customers each send was actually built for.
The key objectives identified were to dramatically increase qualified subscriber capture from existing paid and organic traffic, use performance data to optimize the Added to Cart flow for maximum recovered revenue, sharpen campaign relevance through smarter segmentation, and establish a continuous monthly testing program that would compound performance rather than plateau after the initial build.
A Pop-Up That Earns Its Place on the Page
Dispatch rebuilt the on-site capture experience from the offer outward, then put it into a structured, phased testing program rather than launching a single form and leaving it alone. The rebuilt pop-up lifted the email submit rate to 2.31%, compared with a previous Klaviyo pop-up average of 0.89% for the account, a gain of roughly 160% against the same traffic the brand was already paying to acquire. Across the measured window the form drove 287,065 views and $253,015 in attributed pre-discount sales within fourteen days of signup, which means the capture layer is now a measurable revenue channel in its own right rather than a cost of doing business.
The team then ran separate experiments for domestic and international traffic, on the premise that the two audiences respond to different asks. In the USA test, a lifestyle-image micro-commitment format was measured against a straightforward email capture variant over a four-week window, and the micro-commitment approach won decisively at 100% probability to win, delivering 3,104 email submissions against 2,681 and $124,208 in attributed sales against $98,036, a 27% revenue advantage. The international test pointed the opposite direction, where the simpler email-first variant outperformed the micro-commitment format on both submit rate and attributed conversion rate, and traffic was shifted accordingly. Furthermore, this is the kind of finding that only surfaces when testing is segmented by audience rather than run globally, and it now informs how every form on the site is structured.
Letting the Data Rebuild the Abandoned Cart Flow
Rather than treating the existing Abandoned Cart flow as a finished asset, Dispatch dug into its performance data to find where it was leaving revenue behind, and every change that followed was built as a test against that data. The first question was timing, so the team set up a 50/50 random-sample split sending the first message after either thirty minutes or one hour. The thirty-minute branch won clearly, with its opening email converting at a 6.6% placed order rate and a 7.3% click rate against 4.4% and 5.9% on the one-hour branch, generating $28.1K compared with $14.3K from a near-identical audience. On that basis, all traffic is being shifted to the thirty-minute branch.
The same split let the team evaluate message order at the same time. The brand-story email built around imogene + willie's made-in-the-USA craftsmanship outperformed the service-led follow-up in both timing variations, so the data supported keeping it in the lead position rather than reshuffling the sequence. The data also showed shoppers were still engaging late in the flow, so Dispatch extended it with an additional send, and both unique clicks and total placed order value increased after it went live. Across the four months since the optimized flow launched, monthly unique clicks grew from 470 to 852 and flow revenue grew from $126,039.65 to $189,327.77, while the placed order rate climbed from 4.98% to 6.09%.
Taken over the full engagement, monthly Added to Cart revenue moved from $29,607.87 in February 2025 to $189,327.77 in February 2026, an increase of 539%, as monthly flow recipients grew from 1,599 to 11,812. As a result of monitoring list health alongside every test, deliverability held steady throughout, with bounce rates in line with historical performance, no meaningful movement in spam complaints, and only a slight uptick in unsubscribes that remains well within an acceptable range. This is the testing loop Dispatch runs across every flow it owns: read the data, form the hypothesis, test it, and scale the winner.
A Welcome Series Built to Absorb the Volume
Increasing subscriber capture only creates value if the nurture journey behind it converts, so the welcome series was rebuilt in parallel with the pop-up rather than after it. Monthly entries into the welcome flow climbed from 595 in February 2025 to 6,005 in February 2026, an increase of 909%, with a peak of 6,950 in January 2026. Monthly welcome flow revenue grew from $6,139.86 to $28,402.81 over the same twelve months, an increase of 363%, and January 2026 delivered the strongest month on record at $34,918.93. Bringing more qualified prospects into the nurture journey earlier in their lifecycle is what connects the list growth work to revenue, and it is why the two programs are managed as a single system.
Alongside the flow work, Dispatch upgraded the account's campaign segmentation around the brand's product collections and customer gender, so that each campaign type is sent to the audience it was actually built for rather than the full list. A women's collection launch now reaches the customers most likely to buy from it, which makes the content more relevant to every recipient and keeps engagement signals strong enough to protect deliverability. The team also scoped an automated suppression flow that uses a segment-triggered webhook against Klaviyo's suppression API to retire unengaged profiles without manual list maintenance. This protects deliverability as the list scales, which matters considerably more at 6,000 monthly signups than it did at 600.
The testing roadmap continues into the abandoned checkout flow, where the team is currently queuing experiments on copy length, discount versus no discount, image-led versus plain-text design, and the addition of content specifically written to address checkout conversion roadblocks. Month over month, Klaviyo last-click attribution in Shopify increased 26%, confirming that email and SMS are playing a progressively stronger role in final purchase decisions across the business. The next phase of work builds on that momentum rather than resetting it.
