Consumer Packaged Goods Marketing

How To Get Started With CPG Email Marketing

May 27, 2024

Consumer Packaged Goods (CPG) encompass a vast array of everyday products, from snacks and beverages to cosmetics and household essentials. While competition is fierce, CPG brands have the unique opportunity to establish meaningful connections with their audience through email marketing.

So, how does CPG email marketing help?

Imagine being able to engage directly with your customers, offer them tailored product recommendations, share insightful content, and keep them informed about the latest developments in your brand. This is precisely what CPG email marketing enables.

CPG brands have a unique opportunity to connect with their audience through email marketing. Whether you’re a well-established brand or just starting out in the world of CPG, email marketing can be a game-changer for your business. 

In this blog, we’ll show you how to get started with CPG email marketing, and some tips and tricks you can use when it comes to building your email list and crafting compelling campaigns that resonate with your target audience.

CPG Email Content Calendar

In the ever-evolving world of CPG, staying top-of-mind with your audience is essential. One key ingredient to achieve this is a well-structured content calendar. Think of it as your recipe for success.

A well-crafted content calendar is more than just a schedule; it’s a roadmap to success in the world of content marketing. Beyond dates and deadlines, a robust content calendar should serve as a comprehensive guide, packed with inspiration, content ideas, sneak peeks behind the scenes, etc.

A content calendar allows CPG brands to plan, organize, and execute their content strategy effectively. It’s not just about scheduling posts; it’s about producing the right content for your audience at the right time. The purpose of a content calendar is to keep your brand messaging fresh and consistent.

We’ve put together a CPG content calendar template that you can use for your own planning. Access the CPG Email calendar here.

CPG Email Marketing Automations

Embarking on your journey into the world of CPG email marketing is an exciting endeavor, but it can also be a complex one. As a newcomer in this competitive arena, you’ll quickly discover that efficiently managing your email campaigns is key to success. This is where automation steps in.

Automation in email marketing for CPG brands offers a multitude of benefits, particularly for those just starting. Automation is not just a convenience but a strategic necessity for beginners in the CPG email marketing landscape:

Time Efficiency: Your time is valuable, automation frees you from the tedium of manual, time-consuming tasks. It allows you to focus on crafting compelling content and strategies while your automated workflows handle the rest. 

Consistency: Automation ensures that your email campaigns run like clockwork. Your subscribers receive timely, consistent messages, establishing trust and engagement with your brand.

Nurturing Customer Relationships: Automated workflows can nurture leads and guide them through the customer journey, from welcome emails to post-purchase follow-ups. This helps you build lasting relationships with your customers.

Automation empowers beginners in CPG email marketing to compete effectively, engage their audience, and achieve their marketing goals. It’s not just a tool; it’s a staple of success in this dynamic industry.

If you are just getting started, explore our top five email automations for CPG brands here.

Creating an Opt-In Form on your site

CPG Email marketing doesn’t just start from nowhere, you need an email list! 

From ensuring your footer as an email opt-in or a compelling popup, getting this opt-in opportunity on your brand’s website is key to being successful in email marketing.

[Image of an example of a cute pop-up]

  • Give them many opportunities to sign up. Include an email opt-in on every page of your website and all your blog posts. You want to make it as easy as possible for people to sign up. 
  • Provide valuable content.  Draw in your audience with helpful blog posts and social media content, and then offer premium content – like an e-book or guide – if they sign up for your email list. These can include DIY recipe ideas, health and wellness tips, live demonstrations, FAQ videos, contests and giveaways, etc.
  • Offer a welcome promotion. It can be compelling to include a promotion on your pop-up to increase the opt-in rate.
  • Keep it engaging. Once a subscriber joins your email list, the battle has only just begun. Now you must find a way to keep that person engaged so they don’t unsubscribe. The best way to do this is by mixing up your email content. Send a combination of promotional and educational emails so your subscribers don’t grow cold on your list.

Post on social to get people onto your email list

When it comes to CPG email marketing, the role of social media in marketing cannot be overstated. It is an indispensable and dynamic tool for CPG brands, providing a platform to engage with customers, drive sales, and build lasting relationships. 

Social media is important to increase your brand’s visibility. Your brand can utilize social media in a variety of ways to get people on board with your products. Take to Facebook, Twitter, and Instagram and post monthly to invite your customers to join their email or SMS list- allowing you to offer them deals and promotions and keep their attention. This can be employed as a VIP list opportunity or a giveaway offer. You want to keep your brand at the forefront of customers’ minds, especially when it comes down to making purchasing decisions.

Social media is a pillar of CPG marketing. It allows you to engage, promote, and connect with your audience in ways that traditional marketing cannot. To thrive in CPG marketing, always utilize social media to build brand recognition, drive sales, and create everlasting customer relationships.

Launching New CPG Products

Launching new CPG products is an exhilarating journey filled with opportunities and challenges. Launches create a dynamic space for your brand to shine. In the realm of CPG marketing, product launches are more about just the introduction of a new item; they’re about creating an engaging narrative, building excitement, and driving action.

Product launches play several crucial roles. They position your brand as a leader in innovation, helping you remain competitive in the CPG market. As consumer tastes and needs evolve, product launches help you stay in sync with these changes, making sure your products resonate with what your audience wants.

Additionally, launching new products opens up exciting avenues for your brand to grow. It allows you to diversify what you can offer, potentially even break into new markets, reach a new variety of customer groups, or explore new regions. This expansion can really widen your brand’s relevance and reach.

Successful product launches generate excitement and engage your existing customer base, providing something for your loyal customers to look forward to and rekindle their excitement for your brand. When done effectively, these launches also boost your brand’s identity, strengthening the connection between your brand and its customers.


Promotion emails are the heartbeat of any effective CPG email marketing campaign. These emails are a pivotal part of driving sales, building awareness for your brand, and cultivating customer loyalty. Take advantage of the holidays and highlight seasonal offers, new product launches, exclusive discounts, or special promotions.

By crafting compelling and engaging promotion emails, you can establish a direct and meaningful connection with your customers. This can ignite excitement and motivate them to act, sharing the news via social media or with friends, exploring your brand’s latest offers or even making a purchase. This approach can genuinely boost your CPG brand’s success in the competitive market.



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