In partnership with

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:

• How to Create a Fully-Automated Cannabis Email Strategy

• The 5 Automations You NEED

• 4 More You SHOULD Have

• Special Offer for You👀

Let’s Roll 🛼

The average consumer needs to interact with a brand ~5-7 times before becoming a paying customer.

People buy from brands they’re familiar, and comfortable with.

They wanna know what your brand is about, what kind of products you have, and why they should care about you before they actually make a purchase.

You can fast-track and even automate this awkward getting-to-know-you phase by creating a welcome series that tells your new sub everything they need to know about what sets you apart from your competitors.

But it doesn’t stop there, automatic site-abandonment campaigns can engage your customer anytime they’re browsing your online menu, leaving items in their cart (bag), or not completing their checkout.

Follow those up with a post-purchase flow to encourage future purchases, and you have a fully automated email strategy that’s creating new customers, nurturing current customers, and making you money while you sleep.

If that sounds good to you, keep reading…

These are the 5 email flows that you need to have if you want your emails working for you 24/7…

Welcome Series:

The most important email flow you write is your welcome series.

1. It has the highest open rates.

2. It’s a blank slate. You can create whatever experience you want for your new subscriber.

The goal of your welcome series is twofold.

First, you want to use your Unique Selling Proposition (USP), and/or your Unique Value Proposition (UVP) to evoke some sort of emotion. This is how you stay in their mind…

Whatever it is that you do different, or better than your competition, this is where that goes!

Let them know right away how they’ll benefit by becoming a paying customer.

My favorite way of doing this is if your brand donates to any local charities, follows sustainable business practices, or does anything else that benefits the environment or local community, make it clear in your welcome series that they will be actively participating in helping their community by supporting your business.

Make them feel good about themselves! If you can consistently make your customers feel good about themselves, they will associate your brand with that feeling. Science!

The 2nd goal of your welcome series: Get the first sale ASAP!

I recommend spacing your welcome series out over 2 weeks. But the best frequency for yours could vary.

Within those 2 weeks, you want your new sub to know all about your brand, AND make a purchase.

Here’s the “baseline” schedule/strategy I recommend. You can change it according to how your audience engages with your content, but here’s your starting point:

Email #1: Sent immediately after signup: Welcome new sub, thank them for signing up, give them your incentive right away. Ideally they make a purchase after the first email (a lot won’t).

Include a sneak peek into what they’ll get as a subscriber. Like this…

• USP/UVP #1

• USP/UVP #2

• USP/UVP #3

Email #2: Brief brand story, building emotional connections, dive deeper into your USP’s and UVP’s, and show your audience why those things matter.

Email #3: Testimonials/customer stories. Show them what their peers are saying about your products.

Email #4: Meet the founders, more emotional/personal connections. Encourage social media follows for additional touchpoints. More product knowledge.

Email #5: Introduce your loyalty program. Loyalty signups are crucial for retention.

Email #6: More testimonials, product comparisons/benefits. Ideally, email #6 & 7 won’t be needed. Just there for an extra push for your new sub to start their customer journey.

Email #7: Final offer to secure first purchase. You want them to become a paying customer ASAP so you can analyze their behavior and segment them accordingly.

Abandoned Cart:

All of my site abandonment automations follow the same format…

Email #1 sent 1 hour after cart/browse/checkout abandonment: Simple reminder.

“You Forgot These!”

People often get distracted while online shopping and just need to be reminded that they haven’t finished their purchase.

Email #2 sent 23 hours after email #1: NOW you offer a discount if they complete their purchase.

Abandoned Checkout:

Email #1: Reminder email, sent 1 hour after abandonment.

Email #2: Discount offer, sent 23 hours after email #1.

Abandoned Browse:

Email #1: Reminder email, sent 1 hour after abandonment.

Email #2: Discount offer, sent 23 hours after email #1.

Post-Purchase:

Post-purchase emails are slept on…

After making a purchase, your customer is at peak interest and familiarity with your company. Now you wanna make sure they come back.

Your first email of your post-purchase series has 2 main components:

1. The ‘Thank You’

2. The incentive for future purchases

Thank them for visiting/purchasing, and give them a discount on their next purchase.

The rest of the emails in your post-purchase flow is a combination of

• Product use tips

• Cross-sell and upsells

• Customer testimonials

• Social media follow requests

• More incentives (if the first one didn’t work)

A Knockout Night of Sleep, Powered by Plants

• THC & CBD to relax and fall asleep

• CBN to keep you asleep through the night

• Save 25% with code SLP25

Try Risk-Free

Now, here’s 4 additional automations you should have:

These extra email flows and campaigns are intended to add a more personal touch to your marketing, and to get your subs more engaged:

Birthday:

What better way to celebrate your special day than with stopping in to your favorite dispo for a b-day discount?? Wish them well, and give them a little gift for their big day.

Customer Anniversary:

Rule #1 of having a customer-focused marketing strategy: Celebrate your customer.

Automate a celebratory email every year on the anniversary of your customers making their first purchase, and give them a ‘thank you’ gift/discount for being a loyal customer.

Email Refresh Campaign:

If you’re revamping your email strategy, it’s a good idea to launch an Email Refresh campaign to let your current subs know of your revamp. Use this time to re-engage your subs and let them know how your strategy overhaul will benefit them.

Loyalty Signup:

The final destination for your customers and subs is your loyalty program…

Your rewards program needs to be customer-focused, and a no-brainer for your customers to become members.

Create a 1-2 step email sequence promoting your rewards program to encourage non members to signup. Show them exactly how they will benefit from being a rewards member.

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

Having a complete, fully-automated email strategy does 2 things for you.

1. Saves you time

2. Makes you money

It saves you time by indoctrinating, and segmenting new subscribers based on preferences and purchase patterns.

It makes you money by reminding customers to complete their purchase or finish browsing your products, and by encouraging future purchases.

That’s what I mean when I say you need a complete email strategy; from introduction, to post-purchase, and everything in between!

Set up your automations, and get back to more pressing business matters.

Special Offer For You:

Speaking of automations, I thought it’s time to introduce my new service: The Automation Builder.

And it’s exactly as it sounds!

This will be a service where I set up all the automations I’ve named in this newsletter for dispensaries so they can have their emails working for them in the background 24/7.

I’ll create welcome series, all 3 site abandonments, and post-purchase email flows (plus the 4 bonus campaigns I mentioned), customized to each dispensary’s voice, vision, and audience.

I’m in the “testing” phase of this new service, and would love more than anything to work with some dispo’s that need this kind of service to see what kind of value I can bring to these brands.

If you’re a dispo owner/decision maker, I’ll setup all these automations for a small commission (and the case study). $0 upfront from you!

If you wanna hear more, respond to this email, or message me on LinkedIn!

P.S.