Svenfish drives 70% of ecommerce revenue with Klaviyo email + AI

Svenfish specializes in fresh seafood, from sushi-grade salmon to swordfish and scallops. Primarily an ecommerce shop, Svenfish delivers locally and ships throughout New England, packing fish in eco-friendly returnable coolers or compostable packaging.

To keep customers up to date on the catch of the day, or the latest business news—like the brick-and-mortar store the brand recently opened in Acton, Massachusetts—Svenfish relies on Klaviyo.

Learn how Svenfish uses Klaviyo’s Segments AI to execute a high-volume, highly-targeted campaign strategy

Challenge

Not everyone likes every type of seafood. Using segmentation to personalize emails was a top priority for the Svenfish team.

It was a way to keep their email marketing relevant, and a way to improve the customer experience when they got in small batches of popular cuts of fish, like halibut cheeks.

If Svenfish promoted the cheeks to their whole list, the vast majority would click through to a sold-out product page. But if they promoted them only to the segment of people who previously engaged with and bought them, fewer people would end up disappointed.

The team needed to be able to spin up segments quickly, too, based on the catch of the day.

But segmentation was a high-friction process in their email platform. They realized they needed a new platform that made personalization simple.

Solution

Klaviyo stood out right away. “The Klaviyo UI makes segmentation way easier than our previous software,” says Sreevats R., product manager at Svenfish—plus, it had sleeker templates, and cost a similar amount.

“I led the transition and we’ve never regretted it,” he adds. “Klaviyo has been a game-changer.”

The Klaviyo UI makes segmentation way easier than our previous software. I led the transition and we’ve never regretted it.

In Klaviyo, Svenfish can easily send their customers frequent, hyper-personalized campaigns. In August 2024, they sent 27 targeted campaigns, nearly one a day.

These targeted campaigns have helped Svenfish drive nearly 70% of their total ecommerce revenue with Klaviyo, improve discounting efficiency, and reduce the number of customers going 3+ months between purchases.

“It’s all about hyper-personalized campaigns,” says Sreevats R.

Strategy

Svenfish uses Klaviyo to segment their customers based on factors like the date of their most recent purchase, the number of purchases they’ve made, or their proximity to Svenfish’s new brick-and-mortar shop.

The team can also quickly build segments of customers who have shown interest in or bought whatever fish is fresh that morning—and send out targeted promotional campaigns that same day.

That’s a tribute to Klaviyo’s ultra-flexible data infrastructure and Segments AI, a new feature that can quickly generate a segment from a text prompt.

“Segments AI makes it so much easier to turn your thoughts into a basic segment skeleton you can work on,” says Sreevats R. “It saves a lot of time, because we don’t have to scroll through the tens of metrics we can use for segmentation to build it out.”

Svenfish uses Klaviyo to support its high-volume, highly-targeted campaign strategy in other ways, too—for example, to:

• Target high-risk, high-value customers with discounts: Before Klaviyo, Svenfish sent discounts to their whole list. Now, they can offer them to disengaged customers who haven’t bought for 3+ months, or use Klaviyo’s predictive analytics to reward high-value customers whose forecasted customer lifetime value is >$200. This has helped them shrink their win-back segment and improve margins.
• Generate effective subject lines, fast: With Klaviyo AI, Svenfish can create top-performing subject line copy on demand. “I love how Subject Line AI helps us analyze what subject lines have worked in the past, and gives us concise inspiration,” Sreevats R. says. “I almost always use it to generate subject lines.”

So far, Svenfish has made 82% of year-to-date ecommerce revenue with emails that leveraged at least one AI feature.

The team has plans to integrate even more of their tech stack with Klaviyo in the future, including a mobile app they have in the works with MobiLoud. They’ll use Klaviyo to run their push notifications.

“We’re making Klaviyo our central CRM,” Sreevats R. says. “It’s easy to use, it’s modern, and it makes our lives simpler with AI. You don’t want to waste time, especially at a small business like Svenfish, where we’re all wearing multiple hats. Klaviyo makes life easier.”

We’re making Klaviyo our central CRM. It’s easy to use, it’s modern, and it makes our lives simpler with AI. You don’t want to waste time, especially at a small business like Svenfish, where we’re all wearing multiple hats. Klaviyo makes life easier