Legal Sea Foods drives $21K+ in Father’s Day Klaviyo revenue with segmented testing

Legal Sea Foods, a well-known restaurant chain on the eastern seaboard (and soon Chicago), also operates an e-commerce platform that delivers prepared seafood and frozen raw seafood nationwide.

Acquired by PPX Hospitality Brands in 2020, the DTC channel is well positioned for growth during the upcoming holiday season—thanks in part to their marketing automation platform, Klaviyo.

Learn how Klaviyo’s comprehensive data helped Legal Sea Foods forecast DTC orders

Challenge

When Danny Catullo joined PPX Hospitality Brands as VP of ecommerce, his first challenge was technical: The team didn’t use Klaviyo. Yet.

But as founder of an ecommerce marketing and logistics firm, Catullo had worked with 300+ food brands selling perishables DTC. He had surveyed their email marketing tools—and he knew Klaviyo was a necessity.

“Klaviyo gives you better data when it comes to A/B testing subject lines and content,” Catullo says. “Being able to connect it with Shopify and get your data merged in one platform—I really saw the advantages.”

Klaviyo gives you better data when it comes to A/B testing subject lines and content. Being able to connect it with Shopify and get your data merged in one platform—I really saw the advantages.

Solution

Shortly after starting, Catullo got Legal Sea Foods to onboard Klaviyo for DTC operations.

Set-up was a breeze—he had done it many times before—and the platform promptly unlocked new revenue and forecasting landmarks for Legal Sea Foods’ ecommerce shop.

Strategy

Catullo’s first Klaviyo breakthrough came when the online store ran a major Father’s Day special.

He wasn’t sure how many orders it would bring in—and if his team blasted it out to the restaurant’s full list of 1M+ subscribers, order volume could overwhelm them.

They needed to gauge demand in advance.

So Catullo created Klaviyo segments of reticent customers—frequent email openers who had never bought, and recipients who hadn’t yet opened—to see how many the sale offer converted.

He could then use that information to predict total order volume from the whole list, and he and his operations could then prepare for the onslaught of orders. .

The segmented strategy helped Catullo drive $21K+ in revenue with Father’s Day email promotions—and deliver smoothly on the high order volume.

“Imagine how powerful that’s going to be for us as we get to Black Friday through Cyber Monday,” Catullo marvels.

As the holidays approach, other plans on Legal’s Klaviyo roadmap include:

• A win-back flow, offering a large discount to anyone who hasn’t opened 5+ consecutive emails in a row
• Gift box deals for their biggest fans, aka their VIP segment with the highest average order value —since they’re most apt to make major purchases

“I would definitely recommend Klaviyo to an intelligent brand that could use the data to their advantage,” Catullo says. “I was able to gather so much information from each send, and then apply it to the next one.”

I would definitely recommend Klaviyo to an intelligent brand that can use the data to their advantage. I was able to gather so much information from each send, and then apply it to the next one.