Crafting Loyalty Into Revenue
Lyons Leather Co. is a premium leather goods brand offering handcrafted accessories built to last a lifetime. With a loyal customer base and a growing catalog of signature collections, the brand came to Dispatch ready to turn their retention channels into a serious revenue engine. Dispatch began working with Lyons Leather Co. to take full ownership of their email and SMS strategy, from monthly campaign calendars to automated lifecycle flows, all built and executed inside Klaviyo. Over the course of the partnership, the team built out a complete flow architecture, managed campaign strategy and execution, and designed and launched a brand-new loyalty program from scratch, one that would go on to become one of the brand's most significant growth levers.
The Numbers Tell the Story
From January 1, 2025 through June 8, 2026, Lyons Leather Co. achieved the following performance improvements vs. the same period the prior year
Where We Started
When Dispatch began the engagement with Lyons Leather Co., the brand had the foundational pieces in place - a healthy customer base, an active email list, and a product worth building a real retention strategy around - but they had no loyalty program at all, leaving an entire category of repeat-purchase incentive completely untapped. Meanwhile, their automated flow infrastructure lacked the depth and personalization needed to consistently convert new subscribers and re-engage lapsed customers. The campaign program was functional but not strategic, and the brand had limited visibility into which messages were driving real purchases versus simply generating opens.
The key objectives identified were to dramatically increase revenue attribution from email and SMS channels, build a more sophisticated flow architecture that reflected the full customer journey, design and launch a loyalty program from the ground up to drive repeat purchase behavior, and establish a rigorous testing culture that would drive compounding improvements month over month.
Flows That Mirror the Customer Journey
Dispatch rebuilt Lyons Leather Co.'s flow architecture from the ground up, modeling the approach after a welcome series framework that had consistently driven strong results across the agency's partner portfolio. The Welcome Flow became the brand's single highest-revenue generating flow, producing over $202,000 in attributed revenue, a testament to the compounding impact of getting the first impression right. Beyond the welcome series, Dispatch built and optimized flows across every major lifecycle moment: browse abandonment, abandoned cart, abandoned checkout, post-purchase, back-in-stock, and a window shopper sequence. Each flow was designed with a clear conversion objective, a deliberate messaging cadence, and both email and SMS touchpoints working in coordination.
The back-in-stock flow emerged as one of the more notable performers outside the core welcome and abandonment flows, generating over $43,000 in revenue at a revenue-per-recipient of $8.78, among the highest of any flow in the account. This demonstrated the brand's audience responsiveness to product-triggered messaging, a signal the team continued to lean into when developing new automation concepts throughout the partnership.
Building a Loyalty Program From the Ground Up
One of the most significant outcomes of the Dispatch engagement was the launch of an entirely new loyalty program for Lyons Leather Co. The brand had no rewards infrastructure in place when the partnership began, so Dispatch designed the program structure, built the supporting Klaviyo automation, and rolled it out as a core pillar of the retention strategy. To drive enrollment and engagement from day one, the team built a dedicated Welcome to Loyalty flow modeled closely on the brand's highest-converting welcome series, and the results were immediate. The flow became the second-highest revenue-generating flow in the entire account, producing nearly $46,000 in attributed revenue and accounting for 17% of all flow revenue generated this year.
Beyond the welcome flow, Dispatch embedded the new loyalty program as a consistent conversion lever across campaigns and other flows. A campaign A/B test showcasing rewards points and inviting customers to join the program produced a 46% increase in placed order rate compared to the control, which included no rewards module. That learning was then applied more broadly, the team began incorporating loyalty points more prominently throughout the flow ecosystem, including an active test using rewards points as the primary offer inside the winback flow. Launching the program from scratch and immediately operationalizing it as an active conversion tool, rather than a passive perk bolted onto existing messaging, became one of the defining strategic themes of the partnership.
A Testing Culture That Compounds Over Time
Dispatch ran a consistent monthly A/B testing program across campaigns and flows throughout the engagement, using each test to surface insights that could be applied account-wide. The loyalty rewards A/B test was one example — a content test that revealed a 41.41% placed order rate lift for Variation B, the version that included a rewards module. Rather than treating that as a single campaign win, the team used the result to inform how rewards messaging was positioned in automated flows, cross-sell sequences, and winback campaigns going forward. This approach — extract the insight, operationalize it — is how incremental monthly testing compounds into transformational annual results.
The SMS channel was another area where disciplined testing drove meaningful growth. Over the course of the partnership, SMS revenue grew by 266%, reaching over $58,000 in attributed revenue — up from just $16,000 in the prior period. By coordinating SMS timing and messaging with email flows rather than treating it as a standalone channel, Dispatch ensured that every touchpoint reinforced rather than repeated the conversation already happening with the customer.
