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:

• The Anatomy of a Cannabis Email

• What NOT to Do

• How to Make Your Emails 10% More Effective Today

Let’s Roll 🛼

I’m not here to pitch you on some revolutionary way to market your cannabis brand.

The marketing industry has been around for thousands of years. The legal cannabis industry has been around for ~a decade.

I’m just here to teach you how to apply proven tactics that have been used for thousands of years to your own marketing strategy.

There’s no need to ‘reinvent the wheel’ when the wheel we have still rolls.

That being said, there are caveats to the cannabis industry. There’s a right way, and a wrong way to promote your brand.

Here’s exactly how you should structure each one of your canna emails to leverage these proven marketing tactics to the best of their abilities:

The Anatomy of a Cannabis Email:

Each email you send should work like a well-oiled machine.

Each element of your email should compliment the last, and take your reader on a journey from curiosity to resolution to a problem.

Here’s the basic structure:

1. Subject Line: Your subject line has 1 job; to get your reader to open. That’s it. Address a common pain point, evoke curiosity, or show how they’ll benefit from opening.

2. Preview Text: Compliments the SL. Providing additional details to entice the reader.

3. Greeting: Personalization is key in email marketing. Greet them by name, and/or open your email by agitating the pain point.

4. Main Content: Each line you write should flow into the next. Relate to their problems. Ask them questions throughout that result in positive answers *i.e. “Have you tried traditional sleep aids?” (yes) “Are you ready to finally get restful sleep with our 100% safe, natural products?” (yes).

   Your audience needs to know that your brand hears them and understands what they’re going through, and that there is hope for relief from whatever ails them. Using real customer stories is one of the best ways to show your audience that other people have found relief from the same problems as them.

5. CTA: Your entire email leads to this point… Your CTA needs to be 3 things:

   Relevant to the content above

   Easy to understand

   Urgent

6. P.S. (optional): I highly recommend using postscripts in your emails. It acts as a quick reminder of your offer, and can act as an extra CTA.

✅Use this a checklist next time you’re writing emails.

Example Time:

Here’s a direct copy & paste example email from my Evergreen Templates.

Why it Works:

• Subject line grabs their attention by “challenging” their canna knowledge.

• Greets them by name, and starts with a “yes” question.

• Intro flows into the main content which provides valuable info on selecting products (benefit).

• Personal and conversational (w/ another “yes” question to wrap it all up- “Wanna Try?”

• CTA gives clear next steps, adds a personal touch with your name and contact info.

• P.S. acts as additional CTA and encourages further brand engagement.

What NOT to Do:

Alright, how much time you got??

But seriously, there’s A LOT wrong with cannabis marketing. In fact, there’s a lot wrong with the cannabis industry as a whole.

But there are ways to make your brand stand out from the rest of the money-hungry brands that are just here to try to make some fast cash.

That’s because you actually care about your customers and about providing them with the best canna experience possible.

Here’s what everyone else does:

Subject Line: “BOGO Sale on Budder! Today Only!”

Preview Text: N/A.

Body: High resolution images that take way too long to load.

CTA: Shop Now

P.S.: N/A.

No personality, no value, email lands in the promotions tab…

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

How to Make Your Emails 10% More Effective Today:

Forget about your discounts for a minute. Here’s three ways you can make your emails more effective today:

Rework Your Subject Lines: You can have the best content in the world, but if no one opens it, who cares… Put yourself in your audiences’ shoes. Focus on writing subject lines that address a common pain point, ‘challenges’ your reader, or evokes curiosity.

Personalization Beyond Names: Go beyond just using your reader’s first name. Personalize content based on their past interactions, purchase history, or preferences (segmentation).

Clear CTA’s: One of the easiest ways to make your canna emails stand out is by writing better CTA’s. Why? Because soo many brands use “Shop Now”, “Learn More”, or “Browse Menu”.

What problem is your email solving? That should be your CTA -

“Join {number} of People Who Found Relief from Chronic Pain with Our {product}”

Remember, you’re email strategy doesn’t need to be perfect, it just needs to be this much 🤏 better than your competition.

Happy Emailing!

Steve

P.S. Wanna learn how to identify your core canna customers AND create targeted content for them? Click here to ensure your emails are reaching their intended audience.