Case Study: Fishwife drives 67x ROI with Klaviyo

Fishwife drives 67x Klaviyo ROI with email, SMS, + A/B testing

Fishwife, the tinned seafood brand founded in 2020, grew quickly from a startup into a multi-million-dollar omnichannel business but needed help choosing a flexible marketing platform for email and customer messaging. Founder and CEO Becca Millstein wanted a tool that was easy to use for a small team, could support ecommerce growth, and help the brand manage its direct-to-consumer communications more effectively.

With Klaviyo, Fishwife built stronger lifecycle marketing by creating and segmenting emails, refreshing its welcome flow, and ramping up A/B testing to prepare for new subscribers and drive more owned-channel revenue. The results have been substantial: Fishwife reported 67x YTD Klaviyo ROI, 41% YoY growth in YTD Klaviyo-attributed revenue, and a 35% YoY increase in flow revenue so far in 2024, with January revenue up 110% YoY during its Shark Tank appearance.

Fishwife

Becca Millstein

Co-founder and CEO