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:

• 5 Ways Email Marketing Can Increase Your Dispo’s Average Basket Size

• Example Email Templates

• How to Automate It All

• Sneak Peek👀

Let’s Roll 🛼

Wouldn’t you rather have a smaller audience of high-spending customers than to constantly embark on top-of-funnel campaigns trying to introduce as many people to your brand as possible?

You don’t want to spend all your time, money, and effort on the “Attention” step of your sales funnel (i.e. trying to get more people to start the sales process).

You want to work with the customer base you have now, and encourage them to spend more when they visit your store.

And, surprise! Email marketing can do just that!

Increasing the average basket size for a dispensary is an obstacle I hear of a lot - competition is stiff, and if you’re not standing out, you’re missing out.

Here’s 5 ways email marketing can increase the average basket size for your dispo (and how to automate it all):

And read to the end for a sneak peek of one of my Evergreen Templates!

1. Cross-Selling and Upselling Emails

Goal: Recommend complementary products (cross-sell) or higher-tier products (upsell) to increase the order value.

How to Implement:

• Product Recommendations: After a customer makes a purchase, send follow-up emails recommending products that complement their purchase.

• Upgrade Promotions: For frequent buyers of a particular product, suggest a premium version or larger quantities at a discount.

• Segmentation: Use customer purchase history to tailor these recommendations accurately.

Template:

Subject: Get More from Your Favorites with Our Curated Add-Ons!
Body: Hi [Name], we noticed you purchased [Product]. Did you know it pairs perfectly with [Complementary Product]? Add it to your collection now and save [X]% when you buy them together!

CTA/Button Text: Upgrade My Experience

2. Bundle Offers

Goal: Encourage customers to buy a set of products at a discounted rate.

How to Implement:

• Create Bundles: Package popular products together and offer them at a slightly lower price than if purchased separately.

• Limited-Time Offers: Create urgency with time-sensitive bundles.

• Highlight Savings: Clearly show how much they’re saving by purchasing the bundle versus individual items.

Template:

Subject: Exclusive Bundle Deal Just for You – Save [X]% Today Only!
Body: Hey [Name], we’ve put together something special! Check out our exclusive bundle featuring your favorites. Grab this deal now and enjoy incredible savings—today only!

CTA/Button Text: Grab Yours Before It’s Too Late!

3. Loyalty and Rewards Programs

Goal: Reward customers for higher spending, encouraging them to add more items to their baskets to earn points or rewards.

How to Implement:

• Points System: Customers earn points for every dollar spent, which can be redeemed for discounts or free products.

• Tiered Rewards: Higher tiers offer greater rewards, incentivizing customers to reach the next level.

• Email Notifications: Regularly update customers on their points balance and how close they are to the next reward.

Template:

Subject: You’re Only [X] Points Away from a [Reward]!
Body: Hi [Name], you’ve been racking up points, and now you’re just a few away from earning a [reward]. Check out what you can earn by boosting your basket on your next purchase!

CTA/Button Text: Show Me!

4. Educational Content about High-Value Products:

Goal: Educate customers about the benefits and value of higher-priced items to justify the expense and encourage purchases.

How to Implement:

• Product Spotlights: Dedicated emails that delve into the benefits and features of high-value products.

• Customer Testimonials and Case Studies: Share stories of customers who have benefited significantly from using the higher-value products.

• Webinars or Videos: Link to or embed video content that showcases these products in use.

Template:

Subject: Discover Why Our [Premium Product] Is Worth the Investment!
Body: Wondering why [Premium Product] is a customer favorite? Here’s everything you need to know about its superior quality and unmatched benefits. Dive into the details and see what you’ve been missing!

CTA/Button Text: Discover the Premium Benefits

5. Time-Sensitive Discounts on Minimum Purchase Amounts:

Goal: Encourage customers to increase their basket size to meet a threshold for a discount.

How to Implement:

• Minimum Purchase Discounts: Offer a discount or a free product when customers spend a certain amount. For example, "Spend $100 and get 15% off your entire order."

• Flash Sales: Create urgency with limited-time offers that encourage quick purchases. For example, "Today only! Spend $50 and unlock an exclusive 20% discount on your order."

• Progress Bar in Emails: Include a visual progress bar in your emails showing how close customers are to reaching the discount threshold.

Template: 

Subject: Hours Left to Unlock Your Exclusive Discount! 🕒
Body: Hi [Name], just a reminder that you're only $[X] away from saving [X]% on your entire purchase! This special offer expires at midnight tonight. Don’t miss out on big savings. [Add to Cart Button]

CTA/Button Text: Unlock My Discount Now

How to Automate it All:

One of the best parts about email marketing is the majority of it can be put on autopilot - making you money, and growing your audience 24/7.

The first step is always audience segmentation; segment your customers based on preferences, purchase history, and purchase behavior.

Here’s 5 advanced email segmentation strategies for your canna brand

Once they’re segmented accordingly, you can automate specific emails to be sent to your audience when triggered by a certain action or event:

1. Automating Cross-Selling and Upselling Emails:

• Trigger Points: Set up triggers based on customer purchase history or browsing behavior. For example, if a customer buys a certain type of product, set up an automation to send them an email recommending a complementary product or a premium version a few days later.

• Personalization: Use dynamic content in your emails to personalize product recommendations based on the customer’s past interactions with your site.

Tools & Integration:

• Email Marketing Software: Platforms like Mailchimp, Klaviyo, or HubSpot offer advanced segmentation and automation capabilities that can trigger emails based on specific customer actions.

2. Automating Bundle Offers

• Seasonal or Periodic Triggers: Automate bundle offer emails during high shopping periods like holidays or special promotions.

• Behavioral Triggers: Send automated emails to customers who viewed products that frequently sell together but didn’t make a purchase, offering them as a bundle for a special price.

Tools & Integration:

• E-commerce Platform Integration: Integrate your email system with your e-commerce platform to track browsing and purchasing behaviors that can trigger appropriate bundle offers.

3. Automating Loyalty and Rewards Program Emails

• Point Milestones: Automatically send emails when customers are close to a reward point threshold. These emails can remind them of how many points they need to earn a reward and suggest products to purchase to reach that threshold.

• Anniversary Emails: Automate sending of anniversary emails celebrating their membership or their first purchase, offering points or discounts to celebrate the occasion.

Tools & Integration:

• Loyalty Program Management Tools: Software like Smile.io or Yotpo integrates with most email marketing platforms and can automate the sending of reward-related emails based on customer points data.

4. Automating Time-Sensitive Discounts

• Limited-Time Offer Triggers: Create campaigns for time-sensitive discounts that are triggered under certain conditions such as a previous purchase of a related product, during specific seasons, or after a period of inactivity.

• Countdown Timers: Include dynamic countdown timers in your emails that show the time left to take advantage of the offer, creating a sense of urgency.

Tools & Integration:

Dynamic Content Tools: Use tools that allow for the use of dynamic content like countdown timers and personalized offers based on user behavior or date triggers.

The goal is maintaining consistent, relevant communication with your customers.

Helpful reminders, relevant product recommendations, and personalized experiences builds trust and creates loyal customers that spend more at your shop.

And you can achieve that with minimal ongoing effort through automation!

Happy Emailing!

As promised, here’s a sneak peek of 1 of the 50 email templates that will be included in my High On Marketing Evergreen Email Templates. All 50 will be designed just like this, and be easily and safely available for purchase on my website.

Let me know what you think!

P.S. If you have any advice for pricing on a product like this, I’m all ears! I’d love to hear suggestions from my actual target audience. Reply to this email with your thoughts!