Fishpeople Seafood

Welcome Email Series

Fishpeople, located in Portland, Oregon, sells sustainable, locally caught seafood across the nation. Their traceability program and commitment to the environment is what sets them apart from their competitors, and they hold the B-Corp label to prove it. They currently sell frozen fillets, in addition to tasty soups and entree starters that come in a microwavable or boil-ready pouch, easy for quick dinners or outdoor activities.

Connecting with Customers

Fishpeople was new to the online space and needed help increasing online sales and building brand engagement. While sales were happening in-store, they needed to draw more attention to their online sales. They also needed to understand their customer better and one way to do this was connecting with them through email. Therefore, not only did they want to improve revenue, there was a significant push to increase email list size and collect pertinent data on customers’ interests and behaviors.

Incorporating Simple Solutions

Fishpeople brought on Subtext as a partner to help increase online sales as well as improve engagement and loyalty with their existing customer base. With this project, we focused on email list growth by offering a series of coupon incentives to entice visitors to come back to the site to purchase more products.

To begin, we implemented a newsletter signup popup screen upon initially landing on the website, offering 20% off their next purchase. Soon after a visitor signed up for the newsletter, an automated series of emails were triggered on a timed basis with additional offers.

This same Welcome Series was also set up for and sent to consumers who completed their first online purchase. Since these visitors (who had already purchased products) were more engaged with the brand, these welcome emails focused on brand stories and personal notes from the founder himself.

In addition to these welcome programs, Subtext also created a Preference Center for Fishpeople to collect even more data around their customers’ demographics and interests. Fishpeople may now use this information to create and send targeted emails and information to their consumers based on their selected preferences.

Growing Revenue & Signups

Doing something as simple as designing and implementing an email signup pop up has brought in close to $17,000 in revenue over an eight-month period and increased Fishpeople’s email subscriber list by 195% in less than one year.


To learn more about how simple strategies and tactics can help your brand increase revenue or email signups, simply let us know and we’ll be in touch.

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