4 proven ways to supercharge your CPG email strategy to win and retain more customers

For a consumer products business, email remains one of the most powerful channels for establishing and nurturing customer relationships. However, to maximize its potential, brands need to go beyond the basics.

No matter how strong the products are, if the CPG email marketing strategy is weak, a brand’s potential is stifled.

Fixing this doesn’t have to be hard. By focusing on quality CRM data and the welcome series, brands can significantly improve their email performance for better consumer products marketing.

Here are four proven ways to supercharge your CPG email strategy:

1. Crafting compelling offers that customers can’t resist
2. Collaborating with partners to expand your reach
3. Creating a strong first impression with a well-crafted welcome email
4. Using dynamic segmentation to tailor future campaigns

The power of the irresistible offer

In the CPG industry, where consumer preferences can change fast, having a robust and continuously expanding CRM database ensures a direct line to customers. This direct connection is invaluable for building customer engagement and fostering long-term loyalty.

“The backbone of DTC is obviously data. Many CPG brands face challenges today on limited transaction visibility, but one of the challenges is finding ways to collect data and leverage that data at scale,” says Don Brett, host of The CPG View Podcast.

Focusing on the value exchange in a CPG email strategy is one way to do this. Consumers are more likely to share their contact information if they see immediate benefits, such as:

1. Exclusive discounts: Welcome first-time subscribers with a special discount on their next purchase, encouraging them to sign up and make a purchase.
2. Early access to new products: Allow subscribers to be the first to know and purchase new products, creating a sense of exclusivity.
3. Free samples or trials: Entice potential subscribers by offering free samples or trials of new products, especially those that align with their preferences.
4. Educational content: Provide valuable content such as how-to guides, product care tips, or creative use cases that help customers get the most out of your products.
5. Loyalty program enrollment: Automatically enroll new subscribers in your loyalty program, giving them immediate access to rewards and perks.
6. Interactive content: Engage potential subscribers with interactive content like quizzes, which can also help provide more personalized data about their preferences.

Creating a value exchange that truly resonates and is dynamic over time is key, says Diana Macia, Director of Global Omnichannel Capabilities at global food brand Kellanova.

“The relationship with the consumer will change. How do we evolve our personalized content as that relationship with our consumer evolves?” she says.

CPG email: Leverage third-party partnerships

Even customers who love a brand shop around. As a result, to speed subscriber acquisition, consider partnering with third-party organizations that complement your brand and align with your customers’ interests. This collaboration can deepen relationships with existing customers, and also help tap into a broader audience and encourage potential new customers to subscribe to your email lists.

Here are some partnership examples to consider:

• Retailer collaboration: Partner with major retailers to offer co-branded promotions or exclusive offers. For instance, a food brand could collaborate with a grocery store chain to offer discounts to shoppers who sign up for both the brand’s and the retailer’s newsletters.
• Complementary brand partnerships: Team up with brands that offer complementary products to create a joint promotion. For example, a skincare brand could partner with a makeup brand to offer a beauty bundle, with both brands promoting the offer to their respective email lists.
• Content platform partnerships: Work with popular content platforms or influencers in your industry to create exclusive content that drives subscribers. For instance, a home goods brand could partner with a DIY blog to offer a downloadable guide on home decor tips, available only to those who subscribe to the brand’s email list.
• Event-based partnerships: Engage in partnerships around events or pop-up experiences. A beverage brand could partner with a fitness brand to offer a joint promotion at a wellness event, encouraging attendees to subscribe to both brands’ communications.

When engaging in these partnerships, ensure that the messaging remains not only true to your brand, but also consistent with the discovery journey of new subscribers. To help make this happen, the onboarding process should feel seamless and personalized, with 1:1 messaging that immediately adds value and establishes relevance.

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Perfecting the welcome email

The first impression matters—especially in email marketing. A well-crafted welcome series is a critical component of a CPG brand’s email marketing strategy.

This series sets the tone for your relationship with new subscribers, offering them a glimpse of what they can expect while collecting valuable data to enhance future interactions.

A well-structured, strategic welcome series progressively engages and profiles subscribers. Instead of relying on a single welcome email, consider deploying a series of messages that introduce subscribers to your brand, while also gradually building a more detailed picture of each subscriber’s preferences and behaviors.

• The initial welcome: Welcome new subscribers with an initial email that introduces your brand’s core values, flagship products, and unique selling points. This first touchpoint should be engaging, informative, and aligned with the brand’s voice.
• Next in the sequence: After the initial introduction, continue the conversation with a series of targeted emails that provide additional value. For instance, offer content that helps new customers get the most out of your products, such as usage tips, care instructions, or creative ideas like recipes or DIY projects.

Each email in the series should serve a dual purpose: delivering value while encouraging interaction and engagement. This approach not only keeps a brand top-of-mind, but also deepens the relationship with subscribers and helps build a clear picture of who they are – providing insights to personalize content and serve them better.

Building dynamic segments for future campaigns

As the welcome series unfolds, use each interaction to build dynamic segments within your email platform. Track what types of content your subscribers engage with most—whether they’re more interested in product tutorials, promotions, or brand stories.

Taking things one step further, build content preferences into email capture forms, or create a preferences landing page linked to your email service provider that allows consumers to select the types of content they’re interested in receiving.

This data is invaluable for personalizing future campaigns and ensuring that emails remain relevant and engaging. The more tailored your communications, the stronger your customer relationships will be, leading to higher engagement rates and, ultimately, greater customer loyalty.