Breaking Through the Noise in CPG Ecommerce

As consumer expectations evolve and brand loyalty becomes harder to earn, email and SMS have emerged as indispensable tools for CPG brands aiming to stay top of mind. But using them effectively requires more than sending coupons or cart reminders. It demands smart ecommerce strategies that are timely, relevant, and grounded in consumer behavior.

Email click-to-conversion rates rose by 27.6% in 2024, showing stronger buyer intent. Email marketing also yields $36–$40 for every $1 spent, according to Omnisend. Meanwhile, SMS continues to perform strongly, boasting open rates above 90% when executed effectively. These are not merely marketing tools, they are effective strategies for brand equity, loyalty, and retention.

Targeted Messaging That Converts

The current e-commerce environment does not lend itself to one-size-fits-all messaging. Delivering ultra-targeted experiences is the beauty of digital channels like email and SMS, which is essential for CPG brands balancing a variety of product kinds and demographics.

Here’s why segmentation works in CPG

• Seasonal shoppers may respond well to holiday bundles or limited-edition offers.
• Routine buyers might appreciate a gentle SMS reminder to reorder their favorites.
• Trial users can be nudged into loyalty with educational content about the product benefits.

Smart segmentation like this turns email and SMS from convenient channels into useful tools that complement your broader e-commerce plans.

Sync Messages with Buying Cycles

In CPG ecommerce, knowing when to message is just as critical as knowing what to say. Timing isn’t just about holidays or launches, it’s about aligning with the natural consumption patterns of your customer base.

Let’s look at Mercato. For Memorial Day, they sent SMS reminders that nudged subscribers to “get any last-minute BBQ dishes or items before the holiday,” smartly timed just as customers planned meals, prompting quick action and boosting orders.

By integrating behavioral data with product lifecycle insights, your brand can create ecommerce strategies that anticipate needs before they arise, which can earn trust and boost retention.

Use SMS to Build Brand Affinity

Too often, SMS is used to flash sale alerts or last-minute promos. But for CPG ecommerce brands aiming to foster loyalty, SMS can do much more when it’s humanized.

SMS should extend your brand’s identity, not fight it. Consider integrating conversational texts like:

• Behind-the-scenes messages during product development
• Birthday wishes with exclusive perks
• Quick “Would You Rather?” polls related to your product line

These messages don’t just drive conversions, they build rapport. And in a space where product parity is common, brand affinity becomes a true differentiator in your e-commerce strategies.

Personalization Beyond the First Name

Personalization is no longer a “nice-to-have”, it’s an expectation. But adding a first name to the subject line won’t cut it anymore. Effective e-commerce strategies for CPG brands involve tailoring experiences based on real behavior and context.

To implement this kind of personalization, here’s what to consider:

A/B Testing That Drives Real Results

You’re sending messages but are you optimizing them? Too many CPG brands treat A/B testing like a checkbox exercise. The most successful CPG brands test with purpose and iterate with data.

Here is a quick checklist to guarantee your A/B testing efforts drive results:

• Focus on one change at a time: To find out just what’s producing results, test simply the subject line, message tone, send time, or design layout.
• Define success before you hit send: Are you aiming for conversions, clicks, or responses? Select a metric and compare it to it.
• Test on high-impact segments: To obtain statistically significant results more quickly, use larger, more active lists (such as cart abandoners or repeat buyers).
• Track what works and what doesn’t: To ensure that insights are used to guide future campaigns rather than being lost, keep a testing record or dashboard.

Compliance and Trust

Compliance is not only required by law, but it is also essential for CPG brands to establish lasting credibility. With laws like the TCPA, CAN-SPAM, and GDPR, every email and SMS must adhere to legal requirements while honoring consumer expectations. But originality doesn’t have to be sacrificed for compliance. It can actually improve your e-commerce approach if done correctly.

To verify user intent and lower spam complaints, start with double opt-in. Always include choice options and unsubscribe links that are easy to find. To increase open rates and prevent misunderstandings, use your brand name in messaging.

To avoid weariness, limit the number of messages you send and think about digest choices. Avoid bait offers and deceptive subject lines as they undermine credibility and put you at danger of legal issues. Honesty is valued by consumers today. Compliance becomes more than just a checkbox when your messaging is clear and valuable.

If you’re looking to create more meaningful interactions across channels, this applies beyond email too, your social marketing strategy for CPG brands should align just as closely with trust and compliance.

Build Relationships, Not Just Reach

Effective ecommerce strategies for CPG brands go far beyond simply hitting “send.” Email and SMS, when thoughtfully executed, become more than marketing channels, they become powerful tools for connection, education, and loyalty.

From strategic segmentation and timely messaging to meaningful personalization and trust-based compliance, the brands winning today are the ones that treat communication as a dialogue, not a broadcast.

So, ask yourself: Are your email and SMS strategies working for your customers or just for your metrics?

If you’re ready to rethink your approach and build messaging flows that reflect your brand’s voice, values, and goals, contact MAVRK Studio to get started.