Sitka Seafood Market came to CodeCrew with an ambitious brief. They wanted to grow their customer base, increase revenue, and launch a new brand identity within one month. With a strong mission, a tiered subscription model, and an engaged community, they needed more than just a few good campaigns to help them make an impact. The Sitka Seafood Market team was looking for a partner who could deliver results that were anything but small fry. That’s precisely what we achieved.
The Results (Q4 2023 vs Q4 2022)
About Sitka Seafood Market
Founded by a second-generation Alaskan fisherman, Sitka Seafood Market is driven by one clear goal: delivering the highest quality, sustainably caught seafood directly to households across the U.S. Over the years, they’ve built a passionate community that supports independent fishing families and helps consumers forge a deeper, more conscious connection with the source of their food.
Their approach to sourcing is rigorous, their supply chain is transparent, and their seafood is nothing short of exceptional. Their commitment to offering premium products while supporting healthier oceans and marine ecosystems made Sitka Seafood Market an ideal client for us.
How We Helped Sitka Seafood Market Scale
Sitka Seafood Market came to us with several unique needs: a complex, tiered subscription model requiring nuanced segmentation and messaging, the challenge of converting one-time buyers into subscription purchasers, and a full-scale rebrand that needed to be rolled out in just one month.
So we set sail, creating a strategy-driven email marketing program that would effectively address the brand’s needs and help them achieve long-term growth in subscriptions and consistent revenue from their existing subscription purchasers.
An important part of this was building a customized experience for each subscription tier. We segmented subscribers based on the type of subscription they had, then built different versions of every subscription email, making it easy to deliver tailored content about upcoming subscription box products (which were different for every tier) without having to roll out boatloads of standalone campaigns. For premium subscribers, we created early access emails for launches of new specialty seafood items to consistently demonstrate value and reinforce their VIP status.
To convert one-time purchasers into subscribers, we designed follow-up automations that offered subscription incentives and regularly highlighted the plethora of perks that came with a Sitka Seafood Market subscription in monthly campaigns. We also created an upsell strategy to entice existing subscribers to upgrade their monthly seafood boxes, as well as a subscription churn flow to reinforce value and decrease subscription cancellations.
And Then Came The Rebrand
Formerly Sitka Salmon Shares, the brand needed to make a change to better reflect its growing offering, and fast. Our team got to work quickly and completely overhauled Sitka’s email marketing program, updating every previous automated flow and new campaign to reflect the new name and visual identity in just one month. Yes, really.
We also crafted a clear, strategic communication plan to explain the rebrand to Sitka’s audience, unpacking what was changing, why it mattered, and what it meant for their experience with the brand going forward. In doing so, we reassured subscribers that they would still enjoy the premium-quality seafood they had come to love, in addition to new species and products they hadn’t tried before.
And it paid off. We made a huge splash in Q4 of 2023, increasing orders and campaign revenue by over a hundredfold.
The rebrand also shows how beneficial it is to partner with a full-service email marketing agency. Thanks to our end-to-end approach and 40-strong team, we were able to implement this transformation seamlessly, strategically, and quickly, setting Sitka Seafood Market up for long-term growth and success.
What sets CodeCrew apart isn’t just our ability to build revenue-generating email flows or design award-winning campaigns. We believe that real partnerships start with understanding the why of every brand we work with.
Sitka Seafood Market’s commitment to sustainability, transparency, and respect for the health of the oceans and the future of the planet is at the heart of everything they do. We made sure it was at the heart of everything we did, too. From campaign copy to automations, every email was designed to reinforce what made Sitka Seafood Market different, and why subscribers should care.
With so many DTC brands out there, standing out starts with standing for something.
To see more of what we’ve achieved for our clients, check out our other case studies.
