Regenerative Farming, Direct to the Customer
White Oak Pastures is a multi-generational family farm built on a simple but uncompromising idea: food should be raised the way nature intended. The brand has become one of the most recognized names in regenerative agriculture, selling pasture-raised meats and land-honoring products directly to customers who care deeply about where their food comes from and how it's produced. Their mission is to prove that radically traditional farming can feed people well while restoring the land it depends on. Dispatch partnered with White Oak Pastures to take ownership of their retention marketing as a full-service lifecycle department, covering email and SMS strategy, automated flow buildout, list growth, and advanced segmentation. Over an 11-month engagement, the team rebuilt the brand's entire flow ecosystem around real performance data, migrated their list growth tooling, and restructured how the brand segments and speaks to its audience. The work was executed primarily in Klaviyo, with list growth powered by a migration to Alia.
The Numbers Tell the Story
From July through December 2025, White Oak Pastures achieved the following performance improvements compared to the same period the prior year.
Where We Started
When Dispatch began working with White Oak Pastures, the brand had a loyal, highly engaged customer base but was capturing only a fraction of the revenue its retention channels were capable of producing. Email accounted for just 13% of total store revenue, meaning the majority of the brand's growth was riding on acquisition while owned channels sat underleveraged. The popup form was converting site traffic at roughly 1.8%, leaving a significant share of hard-won, paid traffic to leave the site without ever entering the list. Meanwhile, the automated flows were built on generic structures rather than the content and offers that actually resonated with the brand's audience, and the segmentation strategy wasn't granular enough to send the right message to the right customer. The result was a retention program that was working, but well below its ceiling.
The key objectives identified were to capture more of the brand's existing site traffic into the email list, rebuild the flow ecosystem around proven performance data, sharpen the segmentation strategy so messaging could be tailored to meaningful customer attributes, and grow retention's overall share of total store revenue without depending on a larger acquisition budget.
Capturing More of the Traffic Already Coming In
The first lever Dispatch pulled was list growth, because every visitor who left the site without subscribing was a paid acquisition cost the brand would never recover. The team migrated White Oak Pastures off Attentive and onto Alia for list capture, then began testing the form against itself month over month. That single change moved the form submit rate from an average of roughly 1.8% to 5.04%, nearly tripling the rate at which site visitors became subscribers.
The downstream impact went far beyond the list size. More qualified subscribers entering at the top of the funnel meant more people flowing into the welcome series and more prospects being nurtured toward a first purchase. This is a direct contributor to the 137.6% increase in first-time customer revenue, and it meant the brand's existing paid ad spend started working harder without a single additional dollar going to acquisition.
Flows Rebuilt Around What Actually Converts
Rather than rebuilding the brand's automated flows on standard templates, Dispatch rebuilt them on evidence. Because the team segments every campaign send into prospects versus customers, it could see exactly which content, offers, and messaging angles performed best for each audience. Those insights were then used to revamp the entire flow ecosystem, so the welcome series, abandoned cart, post-purchase, and winback sequences all reflected what White Oak Pastures' audience had already proven it responded to.
The effect was immediate and measurable. Automated flow revenue grew 130.7%, climbing from $253K to $583K and outpacing every other revenue category in percentage terms. Because flows run continuously in the background, this improvement compounds — every new subscriber now enters a sequence engineered from real performance data rather than guesswork, turning the flow ecosystem into a durable, always-on revenue engine.
Segmentation That Sends the Right Message to the Right Customer
The final pillar was a complete overhaul of the brand's segmentation strategy. Dispatch restructured how White Oak Pastures' audience was segmented around meaningful attributes such as geography and lifetime value, allowing every send to speak directly to the context and behavior of each customer rather than treating the list as a single undifferentiated audience.
This sharper segmentation lifted relevance across the program and contributed to the 83.4% increase in campaign revenue, where smarter audience targeting has the most direct impact. It also played a role in the 89.2% increase in returning customer revenue, as the brand's best customers began receiving messaging tailored to their value and history. Taken together, the three pillars moved retention's share of total store revenue from 13.0% to 24.8% — nearly doubling the contribution of owned channels — while total attributed email revenue grew 96.5% to reach $1.79M.
