Why Your CPG Brand Needs a Welcome Email Sequence

When it comes to CPG marketing, there’s so much hype around social media. But how do you turn all that hype into consistent revenue? With a welcome email sequence.

I know, I know. For some reason, email marketing doesn’t feel as sexy as social. Maybe because it’s not as public or maybe because not everyone loves writing (can’t relate). Or maybe it’s because paying for an email service provider (what a great time to plug my Flodesk discount link), designing newsletter templates, setting up funnels, managing your list segmentations, and optimizing an entire marketing channel feels out of reach.

I promise you, that’s not the case. And I also promise that without email marketing, your social media isn’t working as hard as it could be.

Because they work together. Social media builds your list while email marketing sells to it.

But how do you get started with email marketing? 

With a welcome email sequence, of course! 

P.S Sign up for my email list here 🙂

What is a Welcome Email Sequence?

A welcome email sequence is a series of newsletters sent to new subscribers to introduce your brand, products, and begin building a relationship. 

In your welcome sequence, you can share discount codes or free downloads and educate new subscribers about your products. I always recommend sharing testimonials and social proof that you are in fact, as cool as you say you are.

Why Your CPG Brand Needs a Welcome Sequence

Your welcome sequence is the introduction to your email marketing. 

It helps to establish a relationship and get your subscribers familiar with your brand so they know what to expect every time your newsletters land in their inbox. The goal is to get them excited to open your weekly newsletters! 

TLDR; if your business goal is to increase reach, engagement, and revenue, you need a welcome sequence.

What to Include in Your Sequence

Your welcome sequence can be as short or as long as you’d like, but I recommend using 3-4 newsletters in this workflow. 

The first email should be sent right after a new subscriber joins your list. It can be short and sweet: quickly introduce your brand, share a first-time customer discount code, and encourage them to follow you on Instagram. 

The second email can be sent a couple days later and can dive deeper into who you are, what products you sell, and why you’re different from anything else on the market. This is the time to explain what your newsletters are about, how often subscribers will hear from you, and generally what to expect from you.

The third email can be sent a couple days after your second, and can go into even more detail about your products, flavours, ingredients, recipes, etc. 

The fourth email is optional and it can include customer reviews, recipes, or anything else you didn’t cover in emails 1-3. When I’m designing my client’s welcome sequences, I use this email for the most buzz-worthy social proof from influencers, customers, other brands, literally anything that’s going to build hype.

How to Write Your Welcome Sequence

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Wait, Who Am I?

Hiiii! 👋🏻 I’m Sarah, a CPG social media strategist with over 10 years of experience. I went from starting a clean beauty blog right out of high school to managing social media for Canada’s largest wellness retailer. Now I live in the middle of nowhere in North Carolina, helping high-growth entrepreneurs get SEEN so they can build a crazy fun life their business supports, and not the other way around.

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