Running a CPG brand isn’t for the faint of heart. One minute you’re celebrating a new retail partnership, the next you’re elbow-deep in supply chain issues. 

You’re juggling marketing, product development, inventory management, and customer service. Sometimes all before lunch.

And then there’s email marketing.

You know it’s important. You know it could help strengthen customer loyalty, increase sales, and create long-term growth. 

But between everything else, it often falls to the bottom of the list. Somewhere between “finally update the website” and “figure out TikTok.”

Luckily, a well-built email strategy doesn’t have to be overwhelming. And when you create one that works for you, it can actually lighten your load instead of adding more to it.

Let’s break down how to build an effective, sustainable email marketing strategy, even when you’re stretched thin.

What an Email Strategy Actually Means (And Why It’s More Than Just Sending Promotions)

Think of email marketing like skincare. You wouldn’t rely on a random cleanser you grabbed at a drugstore without knowing what it does for your skin, right? You’d want a routine tailored to your skin type, one that actually helps you see results over time.

Same thing with email.

A strong email strategy isn’t just about blasting promotions when you need a sales boost. It’s about building a routine that nurtures your audience consistently, so they trust your brand, engage with your content, and feel excited to support your business. 

All without you having to chase them down with constant discount codes.

When you build an email strategy with intention, every message has a purpose. Whether it’s welcoming new subscribers, keeping customers engaged between purchases, or reactivating past buyers, your emails work together to create a seamless experience that naturally leads to more conversions.

But creating a solid email marketing strategy? It can feel daunting, but it doesn’t have to be. It can be as easy as:

Step One: Start with the Big Picture (So You’re Not Just Guessing)

Before diving into subject lines and CTAs, step back and look at the full customer journey.

Ask yourself:

• Where are customers finding you?
• What stage of the buying journey are they in when they join your list?
• What’s stopping them from purchasing (or purchasing again)?
• What kind of experience do you want to create for them?

Your email strategy should guide subscribers toward a clear goal. Whether that’s making their first purchase, building brand loyalty, or turning them into repeat customers.

For example:

• A first-time customer might need educational emails that introduce them to your brand story, ingredients, and how to use your products.
• A past buyer might be more interested in loyalty perks, exclusive offers, or behind-the-scenes content to keep them engaged.
• A potential stockist or wholesale buyer might need case studies and proof that your products perform well in retail.

Understanding these paths upfront makes it way easier to create emails that actually resonate instead of just “sending emails for the sake of it.”

Step Two: Build a Sustainable Email Plan (That Doesn’t Burn You Out)

Email should feel like a strength in your marketing strategy. Not like a never-ending to-do list you dread. 

The trick? Setting up workflows that run in the background so you’re not constantly starting from scratch.

Here’s what that might look like:

• A welcome sequence that introduces new subscribers to your brand in an engaging way
• Post-purchase emails that make customers feel confident about their order while setting them up for future purchases
• Re-engagement emails that keep customers coming back instead of disappearing forever
• Regular campaign emails (weekly or bi-weekly) that keep your brand top of mind

Automated workflows save time while making sure customers get a consistent experience, no matter when they join your list.

Step Three: Personalize (Without Feeling Like a Creepy AI Bot)

We’ve all gotten those emails that overuse our name like a desperate ex.

“Hey [First Name], did you SEE this???”
“[First Name], we’re waiting for you!”
“[First Name], don’t ignore us!”

Yikes.

Personalization should feel natural, not forced. Instead of just inserting a name and calling it a day, try:

• Referencing their actions: If they browsed a product but didn’t buy, send a follow-up email with reviews or FAQs that could help them decide.
• Segmenting based on interests: If they purchased skincare, don’t send them haircare promos. Keep your messaging relevant.
• Making your emails sound human: If your brand was a person, how would it talk? Write your emails that way instead of sounding overly scripted.

The more your emails feel like they were written by a human, for a human, the better they’ll perform.

Step Four: Track What’s Working (So You’re Not Wasting Time)

If you’re putting effort into email, you need to know what’s resonating with your readers.

The most important metrics to track are:

• Deliverability (Are they even getting your emails?)
• Open rate (Are people even opening your emails?)
• Click-through rate (Are they engaging with your content?)
• Conversion rate (Are they buying?)

If your emails aren’t getting opened, your subject lines might need tweaking (or you need to build a better brand reputation in your reader’s inbox!).

If your click-through rates are low, your CTAs might not be compelling enough (or the content isn’t appealing to your readers).

If conversions are weak, your emails might not be addressing the right objections.

Numbers tell a story. The more you track, the easier it is to refine your strategy without wasting time on things that don’t work.

Step Five: Stay Consistent (Even When Life Gets Busy)

Let’s be real: running a CPG brand means you always have a million things to do.

The key to making email work long-term is consistency. And no, that doesn’t mean you need to email every single day. It just means sticking to a schedule your audience can rely on.

Whether that’s once a week, twice a month, or something in between, consistency builds trust. It keeps your brand top-of-mind, so when customers are ready to buy, they think of you first.

Final Thoughts

A strong email strategy isn’t about sending more emails. It’s about sending the right emails at the right time.

When your emails are thoughtful, well-planned, and focused on serving your audience instead of just selling, they become one of the most powerful tools in your business.

If email has felt like a struggle, you don’t have to figure it all out on your own. I help female CPG founders build strategic, high-converting email plans that make sense for you, without adding to your workload. Need a solid plan to make your email strategy feel effortless? Let’s chat. Book a free consultation here.

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Thanks so much for reading! And speaking of: let’s talk about how I can help you write emails that your community actually reads.

I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:

Join Email Paradise! Get my best email tips and a splash of lifestyle content delivered to your inbox every Tuesday — your weekly dose of inspiration.

Download the 5 Email Hacks to Flood Your Shopify Store with Sales If you want to turn subscribers into buyers, these five hacks will help you do just that. No fluff, just actionable tips with real-life examples!

Check out my done-for-you email marketing services! If you need a strategic email partner (in any capacity) to craft emails that not only get opened but drive real results, I call dibs! Let’s work together to make your brand’s vision a reality.

Have a question or just want to chat? Drop me a DM on IG @aireannaelanah or email me at hello@aireannaelanah.com. I’d love to connect!