If you’re only showing up on socials, you’re leaving real money—and real retail opportunities—on the table. Email marketing isn’t optional. It’s the only channel where you have direct, owned access to both your customers and the people who decide what hits the retail shelves.

Why Email Marketing for CPG Brands Is a Non-Negotiable Growth Tool

Email Isn’t Just a Sales Tool. It’s a Strategy.

For most emerging CPG founders, email marketing is either an afterthought or a total mystery. But email should sit at the core of your brand’s communication strategy. Why? Because:

• Social algorithms change. Email doesn’t.

• Retail buyers open emails (they’re literally required to).

• You can connect with customers on a more personal level.

• It’s the easiest way to nurture your audience between launches or trade shows.

  
  

If you’re serious about growth, email marketing for CPG brands isn’t just a nice-to-have—it’s essential for building loyalty, showcasing your retail readiness, and staying top-of-mind in a crowded market.

Retail Buyers ≠ Your Average Subscriber

Here’s where most brands get it wrong: they blast the same “10% off!” newsletter to everyone. Big nope.

Retail buyers want to know:

• Sell-through rate and proof your product moves

• How your brand aligns with their customers’ values

• Why your packaging earns shelf space

• What marketing support you'll bring to help them sell it

  
  

Meanwhile, consumers want:

• Your story

• Product benefits

• Recipes, behind-the-scenes, lifestyle content

• Community, values, vibes

Both need to be welcomed with content that speaks directly to them. If you only take one thing away from this blog, let it be this: segmented email marketing = more conversions.

Welcome Sequences = Strategic Seduction

A great welcome sequence doesn’t just say “Hi, thanks for subscribing!” It says: “Here’s who we are, why we matter, and why you should care.”

For buyers, it could be:

Email 1: Professional intro, line sheet access, brand pitch

Email 2: Success stories, sell-through stats, or packaging mockups

Email 3: Case studies or “Why customers choose us” content

For consumers, this might look like:

Email 1: The story behind the brand (and why they’ll love being part of it)

Email 2: Product education, top sellers, or a best-use guide

Email 3: Testimonials, social proof, or first-purchase incentive

This is made so much easier when you know your brand messaging - which is exactly the type of thing I outline when I build your Brand Storey Guide.

“But I Don’t Want to Be Spammy”

Let’s settle this once and for all: sending thoughtful, on-brand emails is not spam. The key is consistency and value. If you’re giving your subscribers a reason to be excited, there’s no reason they won’t want to hear from you.

Here’s a solid cadence to aim for:

DTC Audience: 1–2 emails per week

Think: one story-driven email + one product/promo email

Retail Buyers: 1 email per month + occasional timely updates

Think: launch announcements, awards, trade show follow-ups

Pro tip? Always make it worth opening—lead with a hook, a bold statement, or a killer image.

Want More Guidance?

You’ve got the basics. Now let’s make sure you’re sending the right emails to the right people at the right time.

Grab the Email Cheat Sheet for CPG Brands who want to send better emails—it’s free, it’s juicy, and it’s built to help you email with confidence (not guesswork).

Inside, you’ll get:

The ideal email frequency for buyers and consumers

A breakdown of what to send—and when

Bonus tips to boost your open rates without being spammy

Download the Cheat Sheet Now

(And keep an eye out for the CPG Email Marketing Starter Kit—coming soon!)