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Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

⚡Quick Tip⚡

Today’s Email:

• Why Your Customers Aren’t Loyal to Your Dispo

• 5-Step Process for Turning One-Time Buyers into Loyal Customers

• Let’s Wrap

Let’s Roll 🛼

Nearly 50% of your customers will make one purchase and not return to your dispo.

If that statistic doesn’t drive you mad, don’t bother reading any further.

You could EXPLODE your revenue if you focused on bringing new/one-time buyers back.

But instead you’re just letting them walk out your door…

Never to be seen again…

This email will teach you how to bring more customers back and lower that percentage for your dispensary.

Why Do Customers Jump Ship?

There’s several reasons customers don’t stay loyal to a dispensary.

The 2 biggest are:

1. There’s a LOT of choices when picking a dispo

2. Most dispos do nothing to create customer loyalty

My go to dispensary in PA never emails me.

Like, EVER.

Other than confirming my email when I first signed up, I don’t think they’ve ever contacted me.

I’ve found that the majority of dispos follow one of two possible marketing strategies:

1. Never send a single email.

   or

2. Send the same email to their entire list everyday, landing in spam 90% of the time.

Both strategies suck.

And it’s the reason so many of your customers jump ship.

Here’s how to change it:

Step 1: Capture Emails:

If you want every email you send to make you money, you first need an audience.

You probably have one already, but we wanna make it bigger.

POS opt-ins are your most powerful resource.

Train budtenders to sign customers up at time of purchase.

You’ve seen it a million times - you go to your local grocery or arts & crafts store, and the cashier says something like:

“Are you a {brand name} member? If you sign up today you’ll get 15% off your purchase.”

That’s POS marketing, and it’s highly effective.

The urgency created just by the phrasing of that sentence helps to drive action.

“Are you a {dispensary name} member? If you sign up today you get a free pre-roll.”

Most POS/CRM systems make it super easy for the employee (or customer) to enter their email and start receiving your content.

Once they’re in, you need to…

Step 2: Segment New Subs:

If you’re signing first-time buyers up for emails at POS, you’re already getting some excellent segmentation data.

The most obvious one is product preferences.

Even if they buy 1 product 1 time, you at least know what kind of products they go for.

It’s a jumping off point.

Segment your new subs based off the products they’ve purchased.

I recommend including a brief preference survey in your welcome series to help gather additional info.

Once they’re segmented, you’re ready to…

Step 3: Create Post-Purchase Email Flows:

There’s a 27% chance your customer will return after making their first purchase.

After their third purchase, that likelihood of them returning doubles to ~54%.

You can create post-purchase flows for their 1st, 2nd, and 3rd purchases to help guide them through their first 3 purchases.

Not only do they become more familiar with your brand and messaging the more they buy from you and interact with your content.

But YOU are able to gather more customer/purchasing data the more they engage with you as well.

Meaning your content and incentives become more relevant and irresistible for them.

I wrote an entire article on creating irresistible post-purchase flows - read it here

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Step 4: Offer Incentive to Join Your Loyalty Program:

If you want loyal customers, you need to have a fire loyalty program.

Loyalty members account for the overwhelming majority of your revenue (up to 90% according to some reports).

According to Zinrelo, 83% of consumers say belonging to a loyalty program influences their decision to buy again from a brand.

You want as many loyalty members as possible.

So, make your loyalty program so valuable they’d be foolish to not sign up.

Then, you just have to promote it.

Offer points and rewards for enrolling in your program.

Up the exclusivity and intrigue.

Make them want it!

“Sign up for our loyalty program today and earn 50 points instantly!”

Simple as that.

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Step 5: Use Data to Create Personalized Incentives:

The more your customers shop and interact with your brand, the easier it becomes to promote relevant offers.

Use purchase history, customer behavior, and survey answers to create these offers.

Continuously analyze and segment customers to stay relevant.

You need to be memorable to your customers.

And to be memorable is to be relevant.

Let’s Wrap:

Retaining customers should be one of your highest priorities.

Your loyal customers provide you with predictable revenue, and clears your schedule (and mind) so you can focus on more important business matters.

It’s the closest thing to “passive income” that you’ll get.

Almost ALL of what I’ve discussed in this email can be automated with little effort from you (after it’s all set up).

I’d love to help your brand retain more customers and make more money.

Reply to this email or dm me on LinkedIn to learn how!

When You’re Ready, Here’s How I Can Help You…

Click HERE to download the High On Marketing Evergreen Templates - 50 pre-written emails tailored for cannabis brands to educate, engage, and encourage action from your audience

Stay on top-of-mind while building a well-informed, loyal customer base.

Get your templates today and have the next 6 months of canna content covered!

⬇️Don’t forget to use your subscriber code for 50% off!⬇️

9VVS85T

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