There are countless ways to stay in touch with clients throughout the day, including social media, digital marketing, and your blog. Email marketing is one of the most effective of these strategies since it reaches clients directly in their inboxes with news, promotions, and information. However, email marketing for cannabis firms requires a little more thought and preparation than other forms of cannabis marketing. These are some content ideas, best practice recommendations, and our advice for your cannabis company’s email marketing campaign.
Cannabis-Friendly Email Platforms
Prior to starting email marketing for your cannabis business, you need to find out which platforms are open to accepting your content. Regretfully, some platforms are unwilling to accept the plant wholeheartedly. Additionally, there are differing levels of acceptability; some platforms only permit CBD, while others will cooperate with related businesses or any cannabis company. What you should know about your possibilities is as follows.
Cannabis-Centric Customer Data Platforms
Numerous businesses that deal with plants, including delivery services and shops, choose to use platforms designed especially for the cannabis sector for their marketing, loyalty, and analytics. These businesses are not only adept at understanding the subtleties of the expanding cannabis market, but you can also rely on them because they were constructed with the sector in mind. You won’t lose all of your hard work when your account gets abruptly erased or suspended one morning.
CRM Software Platforms
Some of the industry’s leading CRMs, like Hubspot, which includes email marketing capabilities as standard features, are now providing services to the cannabis sector in all its forms. These platforms permit the cannabis sector to use both their email marketing tools and sales management software. The response will differ depending on the business, so before deciding to purchase any CRM software you have your eye on, it’s wise to get in touch with customer support and ask some questions.
Mainstream Email Marketing Platforms
The content policies of many prominent email marketing systems differ significantly among providers. Everyone upholds their own policies and guidelines (TOS). Understandably, given their familiarity, ubiquity, and popularity, marketers might wish to use systems like Klaviyo, Constant Contact, and Mailchimp. However, not all CBD brands or cannabis firms will find them to be the greatest option. Prior to using one of these sites, you need to perform some homework.
The Power Of Email Marketing
Email marketing has a high return on investment (ROI)
The exact number varies depending on the industry, but generally speaking, a company can profit from every dollar invested in Cannabis email marketing by anywhere from $36 to almost $45. Email marketing offers not just a better return on investment than other marketing tactics, but it also costs less to set up, maintain, and adjust over time.
Your email list is yours
Building an email list is a laborious process, but the power of possessing this information is unmatched. By using their email addresses, you may communicate with customers directly and bypass any middlemen. You lose all the attention and the labor of your hard work if your social media profiles are deleted tomorrow. That’s not the case with email marketing; once you obtain an email, you cannot lose it (if the recipient unsubscribes, of course).
Customers want your emails
It’s true that nobody enjoys spending their day sifting through 500 spam emails. However, a customer’s opt-in indicates that they are okay with receiving communications from you. Even if this kind of marketing should undoubtedly be used to gauge your success (after all, who wants to get ten emails a day from anyone, let alone a corporation), you can plan campaigns with the knowledge that your target audience is paying attention and finding your content interesting.
Effective Email Marketing Content Tips
Achieve a balance between fascinating and uninteresting. This leaves a great deal of space for innovation. The balance between getting readers to open and increasing the important open rate and making them press the snooze button must be struck in your subject line. If you go too far in either way, your email will end up in the trash or spam folder. A call to action is always included. Do you want guests to look at your menu, complete a form, or register for a program? Provide a call to action that motivates readers to take an additional step. Remember to include UTM parameters around the URL in your call to action so you can more accurately determine the source of clicks. Monitor your opening rates. Observe which emails receive the most click-throughs. Open rates reveal what your consumers genuinely want to see in their inboxes, whether sales emails experience a spike in opens or readers rush to read your most recent blog post. Remember to conduct A/B testing. You can test which version of your email receives the best feedback using a sample client group, which will help to increase open rates and click-through rates. It’s a good idea to gather feedback from other members of your team on your potential subject line and content ideas if you don’t have access to A/B testing.
Additional Ways To Leverage Email Marketing
Use drip campaigns to simplify email marketing
Emails that are automatically sent to users who complete an activity on your website are known as drip campaigns. A drip campaign may send an email with the white paper attachment, an email with an attention-grabbing graphic summary of the paper, and a survey asking for input on the white paper, for instance, to someone who has signed up to download one of your white papers. With the correct email marketing platform and website integrations, those campaigns may be put up really fast and simply, relieving you of all the follow-up labor.
Get personal to encourage open rates
Email open rates are greatly impacted by personalization techniques, such as addressing subscribers by name in the email content. Using a customer’s data to display their loyalty points, customizing an email’s content for a particular group of people, or even just adding the subscriber’s first name to the email’s body or subject line are examples of customization.
Consider abandoned cart emails to bring back customers
The fact that American dispensaries are unable to deliver their products to customers’ homes does not absolve them from engaging in e-commerce. Additionally, consumers may add things to their carts, become sidetracked, and forget to check out—just like at any other large-box retailer you could visit online. Utilize solutions designed to recover abandoned carts, which notify and remind customers to finish the checkout process via email. Win-back campaigns are what these are called, and with the correct tools, they’re simple to put into action. If it is permitted by state legislation, you may even offer a voucher or additional loyalty points as a particular inducement for finishing the transaction. Emails with abandoned carts have a high open-rate—up to 43%, according to some estimates—and a high conversion rate. This increases your company’s revenue.
Cannabis Brands
Remove this significant task from your plate. You collaborate with an award-winning team of professionals at CannaContent who have years of expertise in creating successful email campaigns. Together with creating excellent copy, we also have the technical know-how to execute your program while keeping the rest of your marketing plan in mind. Our all-encompassing strategy makes a difference by guaranteeing that no component of your marketing runs independently. We are passionate about what we do; get in touch with CannaContent to find out how we can help your business.
