We discuss the effective string theory of vortex lines in ordinary fluids and low-temperature superfluids, by describing the bulk fluid flow in terms of a two-form field to which vortex lines can couple. We derive the most general low-energy effective Lagrangian that is compatible with (spontaneously broken) Poincaré invariance and worldsheet reparameterization invariance. This generalizes the effective action developed in http://dx.doi.org/10.1103/PhysRevD.14.1524http://arxiv.org/abs/1303.3289. By applying standard field-theoretical techniques, we show that certain low-energy coupling constants — most notably the string tension — exhibit RG running already at the classical level. We discuss applications of our techniques to the study of Kelvin waves, vortex rings, and the coupling to bulk sound modes.