CPG audience engagement via email

Audited a CPG brand's Klaviyo account last week doing $2.4M/year. Welcome flow had 7 emails, beautiful design, tons of brand storytelling. Conversion rate? 2.1%. The first email didn't even include the discount code from the popup. It was a "welcome to the family" intro with the founder's story and a bunch of lifestyle imagery. The code was buried in email 2, sent 48 hours later. By then, half those leads had already forgotten they signed up, it's actually pretty frustrating for them. Now yes, traffic quality plays a huge role in welcome flow performance. If your popup is capturing low-intent visitors, no flow structure is going to save you. But assuming your popup is dialed in and you're capturing high intent leads, the welcome flow needs to do one thing above everything else: convert them into a first-time buyer as quickly as possible. For CPG brands specifically, speed matters more than most categories. CPG products tend to have lower price points and lower switching costs. If someone signed up but doesn't buy within the first 24 to 48 hours, they're either forgetting about you or buying from a competitor. The window is small and it closes fast. That first email is the most important email in your entire Klaviyo account. The majority of welcome flow conversions happen right there. After that, intent drops off a cliff. So email 1 needs to be dead simple. Deliver the incentive. Clear CTA. Get them to use the code right now. Don't overthink the design or load it with brand story content. That comes later. Here's a general structure we use for CPG brands across the accounts we manage: Email 1: Incentive delivery. Trigger immediately. Deliver the code. Clear CTA. That's it. Email 2: Brand story and why you're different. Mission, values, what makes your product better than what they're currently using. For CPG this usually comes down to ingredients, sourcing, taste, formulation, or sustainability. Lead with your strongest differentiator. Email 3: Social proof. Testimonials, reviews, UGC. Get anyone still on the fence over the line. Email 4: Product education and best sellers. Showcase top products and explain what makes each one great. Introduce bundles here too. "Most of our customers start with this starter pack" reduces decision fatigue significantly. Email 5: Last chance and objection handling. Final incentive reminder. Answer the top 3 to 5 objections. For supplements: "Is it safe? How long until I see results?" For skincare: "Will this work for my skin type?" Kill the hesitation. Two critical things most brands miss: Turn Smart Sending OFF for this flow. If it's on, Klaviyo will skip emails for subscribers who received a recent email. Tag people entering the flow and exclude them from campaigns. You don't want a Tuesday promo competing with your welcome flow (A/B test this, it doesn't always make a huge difference).

I studied 78+ high-performing emails from top CPG brands. But these 8 campaign angles showed up again and again. Because they actually work. 👇 Here are the 8 campaigns + their structure: 1. The Lifestyle Upgrade Email Show how your product usage makes everyday life easier. Structure: → Hook calling out one clear upgrade → Quick intro of the product → 3–4 reasons it’s useful in daily life  → CTA to shop 2. The Recipe Drop Email Give a fun recipe using your product, no selling needed. Structure: → Catchy recipe name → Quick highlights (e.g. no oven, high protein) → Short and friendly description → CTA to see full recipe → Suggest more recipes 3. The Choose Your Flavor Email  Make it easier for people to choose their favorite flavor of your product. Structure: → Fun hook to start with → 2-3 clear diffrentiation (e.g. with sugar vs no sugar etc) → Simple benefit breakdown for each → Visual comparison → CTA to shop both 4. The UGC Feature Email  Show off what your customers have made with your product. Structure: → Hook celebrating the community → Message appreciating customer creativity → Grid of user-generated photos → CTA to explore or shop 5. The Subscription Bonus Email  Offer a fun freebie to boost subscriptions. Structure: → Hook that highlights the free gift → Short summary of subscription benefits → Image of the bonus item → CTA to subscribe 6. The Retail + Freebie Email  Talk about your retail presence and reward customers for trying. Structure: → Hook related to your retail → Details on the freebie offer → Clear steps to redeem it → CTA to take action 7. The Savings Breakdown Email Highlight how much people save when they subscribe. Structure: → Hook about saving money → Real numbers (e.g. receipt visual) → Benefits of joining → CTA to see savings 8. The Why Buy Listicle  List 3–5 quick reasons why your product is better. Structure: → Bold hook → Quick Reason 1 → Quick Reason 2 → Quick Reason 3 → CTA to shop These are easy plug and play email campaigns that you can use. Tweak the angle, and you’ve got a fresh campaign every time. 📒 Want my notion board with 78+ email examples? → Like this post → Comment "CPG" or "Axes" I’ll DM you the link! P.S. Make sure we’re connected so I can DM you!

I made one brand $55,570 in 1 month with segmented email campaigns. A consumer CPG brand was struggling with low email conversion rates, sending generic promotions to their entire list. Engagement was dropping and they weren’t seeing the sales they expected. The Problem: No segmentation. One-size-fits-all emails. Minimal personalization. Here’s What I Did: 1. Segmented the Email List: Divided their audience into groups based on behavior—new subscribers, frequent buyers, and dormant customers. 2. Tailored Messaging for Each Group: New subscribers got educational content. Frequent buyers received loyalty-driving emails. Dormant customers were re-engaged with value-focused offers instead of just discounts. 3. Personalized Content: Added dynamic content to make emails feel personal and relevant. The Results: 35% increase in conversion rates. 25% boost in open rates. Higher engagement across all customer segments. An extra $55,570 in just 4 weeks. By sending the right message to the right audience, we turned their emails into a reliable sales driver. Stop sending the same emails to everyone. #EmailMarketing #CaseStudy #MarketingStrategy #CustomerSegmentation #ConsumerBrands #DigitalMarketing #RetentionMarketing Read this post and more on my Typeshare Social Blog: https://lnkd.in/ectNZQic

Here's how a CPG brand like Catalina Crunch can turn one-time buyers into "sticky", repeat customers: 1) Set up a New Buyer Flow Goal: get new buyers "sold" on the product & brand. Think of it as an alternate Welcome Sequence. Send these emails: - Brand story (text-based email from the founder) - Review-based emails (highlighting USP) - Product education (to reduce returns and increase adoption) - Introduce a new product line (e.g. chocolate bars x cereals) 2) Set up a Returning Customer Flow Goal: make loyal customers feel special (to increase LTV). Send these emails: - Acknowledge their loyalty - Cross-sell & up-sell relevant products/categories - Introduce them to other sales assets (ambassador program, referral program, loyalty program, etc). 3) Set up a Replenishment Flow Goal: make it super easy for customers to replenish their last order, or create a new one, with a simple click. - Appeal to the motivations they have to buy in the first place - DON'T offer a discount right away - Appeal to problems they're trying to solve Trigger this flow right before the normal replenishment time, so your brand is top of mind. Follow these steps and you'll be automating a big chunk of your repeat revenue.

Most brands explain what their product does. But only a few explain when customers will start seeing results — and that’s a huge missed opportunity. That’s why for every CPG brand we work with, we add a Timeline Section inside their emails. This simple block shows: - What customers can expect after using the product - When the first signs of results appear - How the product continues to work over time For example: Day 7: Hydration Boost Day 14: Clearer, Brighter Skin Day 30: Radiant, Healthy Glow It’s a small touch, but it does a lot: - Builds trust (you’re being transparent about results) -Sets clear expectations (reduces refunds & complaints) - Reinforces product efficacy (makes them excited to start) If you’re selling a consumable product, supplements, skincare, haircare, etc.. this section is a must-have in your email campaigns and flows. What would you add?

Unlocking Loyalty: Email Marketing Tip for CPG Brands Did you know that simply segmenting your email lists can dramatically improve customer engagement? If you’re a CPG brand offering multiple product lines—think coffee vs. tea or gluten-free vs. regular snacks—group subscribers by their specific interests or past purchase behaviors. Then, tailor your email content accordingly. Why does this matter? When customers see messages aligned with their actual preferences, they’re more likely to open, click, and purchase again. Over time, this approach can boost loyalty and increase repeat business. Micro-Tip: If you’re just getting started, experiment with two to three segments first—like “frequent shoppers” and “new customers”—and measure the differences in open rates and conversions. You might be surprised at the impact of personalized messaging.