Mapping a Path to Retention-Driven Growth
Muir Way creates beautifully designed maps that help people celebrate the places they love, from hand-illustrated national park prints to detailed elevation and hydrological maps of every state. Built for outdoor enthusiasts, travelers, and design-minded collectors alike, the brand has earned a loyal following by turning cartography into art worth hanging on the wall. Dispatch began working with Muir Way in August 2025 as the brand's full-service retention marketing partner, taking ownership of email strategy and execution across the entire customer lifecycle. Over the past nine-plus months, the partnership has covered monthly campaign calendar strategy, a complete rebuild of the automated flow ecosystem, advanced segmentation, deliverability remediation, and ongoing A/B testing to drive consistent list growth and incremental revenue. All work has been executed within Klaviyo, integrated with Muir Way's Shopify storefront, with Dispatch operating as a seamless extension of the internal team.
The Numbers Tell the Story
From August 1, 2025 through April 30, 2026, compared to the same period the prior year, Muir Way achieved the following performance improvements.
Where We Started
When Dispatch began its initial audit, the most pressing issue was deliverability. Muir Way's emails were struggling to consistently reach the inbox, which suppressed engagement across the board and capped the revenue potential of every send. Contributing to the problem, campaigns were being sent broadly with limited segmentation, meaning unengaged subscribers were receiving the same volume of mail as the brand's most loyal customers and dragging sender reputation down with them. Meanwhile, the automated flow ecosystem was significantly underbuilt relative to the strength of the brand, leaving high-intent moments in the customer journey, from first site visit through repeat purchase, without the messaging needed to convert them. As a result, email was contributing far less to total store revenue than it should have been for a brand of Muir Way's caliber.
The key objectives identified were to restore deliverability and rebuild sender reputation through smarter segmentation, elevate campaign content so every send added value and drove measurable revenue, build out a flow ecosystem that mirrored the full customer journey, and grow email's contribution to total store revenue quarter over quarter.
We’ve had a fantastic experience working with The Dispatch Agency. They are strategic, creative, and incredibly responsive—consistently delivering thoughtful campaigns that align perfectly with our brand and business goals.
Jared Prince, Founder of Muir Way
Rebuilding Deliverability from the Ground Up
Deliverability was the foundation everything else depended on, so Dispatch addressed it first. The team implemented engagement-based segmentation that concentrated campaign volume on subscribers actively opening and clicking, while gradually re-engaging dormant segments through carefully throttled sends. This meant that inbox providers began seeing consistently strong engagement signals from Muir Way's sending domain, steadily rebuilding sender reputation.
The results of this work were dramatic. Comparing January through May 2026 to the same period the prior year, unique opens increased 59%, unique clicks rose 39%, and open rates climbed 11%. Most importantly, that recovered reach translated directly into revenue, with placed order rate up 30% and total orders placed from email up 85%.
Campaign Content Worth Opening
Reaching the inbox is only half the battle, so Dispatch simultaneously overhauled Muir Way's campaign strategy and content. The team built monthly campaign calendars around product launches, seasonality, and the storytelling that makes Muir Way's maps so compelling, ensuring every send educated, inspired, or merchandised with intent rather than simply broadcasting promotions. Dynamic content and audience-specific messaging allowed the same calendar to speak differently to first-time subscribers, one-time buyers, and repeat collectors. This combination of sharper content and tighter targeting drove campaign revenue up 19% year over year even as sends became more selective.
Flows That Mirror the Customer Journey
The largest revenue unlock came from the automated flow ecosystem. Dispatch rebuilt and expanded Muir Way's lifecycle automations to cover every high-intent moment in the customer journey, including the welcome series, browse and cart abandonment, post-purchase, and winback sequences. Each flow was structured around the questions customers are actually asking at that stage, then continuously refined through ongoing A/B testing of messaging, timing, and offers.
As a result, automated flow revenue grew 123% year over year, becoming the largest driver of email attributed revenue. Combined with the campaign and deliverability work, total email attributed revenue increased 70%, and email's share of total store revenue grew 22% even as the store itself grew 38% overall. Email is no longer a supporting channel for Muir Way; it is a core growth engine that makes every paid acquisition dollar go further.
