Tricky Fish

In 2023, we launched Tricky Fish’s email marketing initiative from the ground up — developing a strategy that aligned with the brand’s bold, playful voice and delivered short, snackable content that builds familiarity and encourages ongoing engagement. The goal was clear: keep Tricky Fish top of mind, remind customers what they love, and reward loyalty with occasional perks like freebies and exclusive discounts.

As one of the few owned media channels, email offers full control over how a brand shows up. For Tricky Fish, we’ve used this space to shape a voice that’s authentic, consistent, and creatively aligned with everything the brand stands for.

Since Launching Email Campaigns in 2023, We've Achieved:

• 14,000+ total subscribers and growing

• An average of 200–400 new signups each month through the welcome campaign
• 6,535 new subscribers within the first year alone
• A strong 45.46% average open rate, indicating high engagement and brand interest
• A 5.05% average click-through rate — outperforming the 2025 restaurant industry benchmark of 1.13% by over 4x

In 2024, we led a brand refresh of the email experience — keeping the signature Tricky tone while introducing sharper copy, fresh photography, and an elevated design system to better reflect and amplify the brand.

What began as a new channel has grown into one of Tricky Fish’s most valuable brand touchpoints — a high-performing, personality-packed inbox experience that keeps guests informed, engaged, and coming back for more.