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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.

Today’s Email:

• How Email Automation Can Print You Money 24/7

• The 5 Email Flows You NEED

• What You Can Do Today

Let’s Roll 🛼

There are far important matters at hand in the cannabis industry than optimizing email marketing strategies…

Confusing laws, tax issues, and ‘black sheep’ brands that are lying about ingredients and giving the rest of the industry a bad rap are a few of the frontrunning problems.

⬆️THIS⬆️

… is where email automation comes in:

You can’t be spending all your time creating content. If this was any other industry, then maybe.

You need to let your content do the work for you so you can focus on more important industry matters.

Here’s what a little bit of time and effort creating automatic flows can do for your canna brand:

1. Increased Revenue with Minimal Effort:

Continuously engaging is how you stay on top of your customer’s minds. And email automation allows you to engage your audience 24/7 with zero manual intervention from you.

• Welcome email

• Abandoned cart reminder

• Browse abandonment

• Post-purchase flows

• Surveys

All of these can be automated, and triggered by specific customer actions.

2. Enhanced Customer Retention:

Your customers don’t want another cannabis brand that shoves discounts and bundle deals down their throats.

Instead, your marketing efforts should feel more like an open conversation between brand and customer.

Automate your “response” to their specific actions.

If your customer leaves items in their cart (or bag), your “response” is a reminder to complete their checkout.

If your customer makes a purchase, your response might be ‘Thank You, Here’s a Related Product:”

Use email automation to handle customer objections and to upsell or cross-sell products. That’s how you retain customers.

3. Efficient Customer Segmentation:

Here’s how you can automatically collect customer data right at sign up:

1. Include a customer preference survey in your welcome email.

2. Make it worthwhile for your customers to fill it out (i.e. new sub discount).

3. Segment your new customers based on their answers.

Some say including a survey at first contact can be overwhelming…

That’s why you give them the option. Don’t force it. Tell them what they’ll get for doing it (benefits), and wait.

If your reward for completion is good enough, you’ll get responses.

Couple things to keep in mind when creating preference surveys:

1. Some customers will fill it out, some won’t. The ones that do can be segmented based on their answers, as well as be considered “Engaged Subscribers” for further segmentation.

2. Streamlines the “awkward phase” of sending irrelevant content to your audience to see what they engage with. Learn their preferences ASAP to turn them into a paying customer ASAP.

4. Scalability:

As your customer base grows, it becomes increasingly difficult to maintain one-on-one relationships with your customers.

If you’ve segmented correctly, email automation can continue to nurture your audience and drive action on a larger scale.

Automations allow for personalized experiences for your customers. 24/7. 365.

5. Data-Driven Insights and Optimization:

Email automation allows for easy data-based optimization. You can clearly see who’s engaging with your content, and who hasn’t been targeted correctly yet.

A/B testing subject lines, CTA’s, and content formats can be done with just a click of a button on most email marketing platforms, and the value you get from running these tests is immeasurable.

Test everything in your email flows and double-down on what works for you.

Remember, every canna brand is different and has to find its own “style” of marketing. Find yours through consistency, testing, and refining.

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The 5 Automatic Flows You Need:

1. Welcome Series: An email, or series of emails, welcoming them to your brand.

2. Abandoned Cart: Remind the customer of what they’ve left behind.

3. Abandoned Checkout: Recover potentially lost sales by addressing any issues or objections they might have encountered at checkout/pick-up reservation.

4. Browse Abandonment: Re-engage customers who showed interest in your products but didn't make a purchase.

5. Post-Purchase: Improve customer loyalty and satisfaction and encourage future visits.

These are the core 5 - implementing these automatic flows will keep your brand on top-of-mind and help create an engaged, paying audience.

What You Can Do Today:

Review your current marketing funnels and see which automated triggers listed above are missing.

Since you’re a subscriber of HOM, you already have my Automation Templates! (Here they are in case you don’t have them handy)

My suggestion is to use my templates to create a more engaging Welcome Email/Series; the introduction to your brand is the most important time to make an impression.

Aside from testing and refining your flows, automations are mostly a “set it and forget it” type of strategy; put in the effort now, reap the benefits for YEARS.

Happy Automating!

Steve

P.S. This post is significantly shorter than usual. I’m trying to see if I can provide the same value to you with shorter-form content! I want to provide you with only value all the time! Please take a second to answer the question below💖