Keeping Competitive Dancers Organized, Season After Season
Rac N Roll USA makes rolling dance bags with a built-in garment rack, built for competitive dancers and the parents who get them to every rehearsal, competition, and nationals weekend. The brand has become a staple in the competitive dance world by solving a real, recurring problem: keeping costumes, shoes, and accessories organized and ready through long, chaotic competition days. Dispatch partnered with Rac N Roll to take full ownership of its retention marketing across email and SMS, with this case study covering September 2025 through September 2026. Over that time, Dispatch owned the monthly campaign calendar across both channels, rebuilt and expanded the automated flow program, and ran an ongoing testing program on the brand's pop-up sign-up forms. The team also built a recurring educational content stream designed around the specific friction points dance families face every season. Dispatch managed the program in Klaviyo, with Alia powering on-site capture and a structured testing roadmap running on the forms every month.
The Numbers Tell the Story
From September 2025 through September 2026, Rac N Roll achieved the following performance improvements
Where We Started
When Dispatch began the partnership, Rac N Roll's owned channels were driving less than a quarter of total store revenue, despite a highly engaged, community-driven customer base. The pop-up form was converting just 2.79% of visitors, which meant the vast majority of paid and organic traffic was leaving the site without ever joining the list. Meanwhile, the flow program had significant gaps, with no browse abandonment flow in place and a back in stock flow that needed a full rebuild to capture restock demand. In addition, SMS was significantly underused as a campaign channel, and the calendar leaned on promotions rather than content that built value around the product.
The key objectives identified were to turn far more site traffic into subscribers through continuous form testing, convert those new subscribers into first-time customers as quickly as possible, build out the missing flows that were leaving automated revenue on the table, and create a campaign calendar that could drive revenue without depending on discounts.
A Pop-Up That Never Stops Testing
Dispatch treated the pop-up as a revenue lever rather than a set-and-forget asset, running systematic tests on offers, messaging, imagery, multi-step structure, and gamification mechanics every month. As a result, the average sign-up rate climbed from 2.79% to 13% over the last 365 days, roughly 4.7x the previous form's performance. Across 141,372 pop-up views, the form generated 18,400 email sign-ups and 14,200 phone sign-ups, with a dedicated phone-capture step building the SMS list as a natural by-product of the email opt-in.
Every test was judged on revenue, not just sign-ups. When Dispatch tested a Plinko gamified format against the Mystery Discount control, Plinko lifted email submissions by 15% and sitewide conversion by 17%, but the team also tracked that sign-ups from the new format converted to purchase at a lower rate, which informed how the winner was rolled out. Similarly, a test removing imagery from the pop-up produced a 99.7% probability to win, delivering 5% more email sign-ups per visitor and a 6% higher sitewide conversion rate than the image-led variant.
In addition, Dispatch layered in smart triggering to show the form at the moment each visitor was most likely to convert, adding 194 incremental email sign-ups (+12.9%) and 148 incremental SMS sign-ups (+13%). The team also deployed Prism AI testing across 10 image and copy variants, which drove an average lift of 3.5% in email sign-ups, 4.4% in SMS sign-ups, and 1.8% in attributed orders. This meant the form was being optimized continuously at both the strategic level and the variant level, rather than waiting on one big redesign.
Flows Built to Convert Every New Subscriber
Better capture only matters if the automation behind it converts, so Dispatch treated the pop-up and the Welcome Series as one connected system. The Welcome Series alone generated $196,127 from 565 orders, accounting for 57% of all flow revenue in the account. With the form now converting at 13% instead of 2.79%, far more new subscribers were entering the highest-earning asset in the account every single day. As a result, revenue from first-time customers grew 217.5%.
Furthermore, Dispatch launched a new Browse Abandonment flow and fully rebuilt the Back In Stock flow, generating automated revenue that simply did not exist a year earlier. Together, these improvements drove a 199.6% increase in total flow revenue.
Content That Converts Without Discounting
Dispatch invested in genuinely understanding Rac N Roll's customers, competitive dancers and dance parents, and built a recurring educational content stream around their real frustrations with packing, organization, competition-day logistics, and bag care. This included sends such as The New Season Handbook, a Dance Season Checklist with a downloadable calendar, The Nationals Packing Checklist, Competition Day, Hour by Hour, and a bag-size guide helping families choose between the Mini, Medium, and Large. Alongside education, the team built a dedicated social proof and UGC pillar featuring dance mom testimonials and customer-submitted "pack with me" content, balanced with plain-text sends in the founder's voice.
The results proved that education can earn like promotion without giving away margin. Because of this, education became a permanent part of the calendar rather than filler between promotions, and creative and structure were A/B tested throughout, with winners rolled into resends.
This balanced approach allowed Dispatch to scale volume without fatiguing the list. Email campaign deliveries grew 58.3% to nearly 2.93 million, yet revenue per recipient still improved 18.8%, driving an 88.1% increase in email campaign revenue. Meanwhile, SMS became a real revenue channel, with campaign revenue up 1,239.1% and revenue per recipient up 29%.
