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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.

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Today’s Email:

• The Limitations of Social Media Marketing and Word of Mouth

• Specific Advantages of Email Marketing for Cannabis Dispensaries

• Implementing an Effective Email Strategy with Minimal Investment

Let’s Roll 🛼

I ran a poll on LinkedIn last week asking cannabis business owners why they aren’t investing in email marketing.

The most common response was “Don’t think email is worth it”.

I don’t think my answer to the question “Is email marketing worth it?” will come as a surprise to anyone.

But I’m here to show you just how ‘worth it’ even a tiny bit of email marketing can be for your dispensary…

If you’ve ever wondered if email marketing is a good fit for your canna brand, this newsletter is for you:

The Limitations of Social Media Marketing and Word of Mouth:

The two most common marketing strategies used by dispensaries are social media, and word of mouth.

Most brands put all their content creation into their social media pages, and hope/encourage customers to share with friends.

Both social media marketing and word of mouth are what I call Secondary Strategies.

They’re used to compliment your primary marketing strategy.

That’s because there are serious limitations to both techniques:

For cannabis social media marketing, the limitations are all too familiar…

• Account suspensions

• Perma-bans

• Algorithm changes

• Unpredictability

You never know for sure if your socials (and audience) will be there tomorrow. If you’ve ever had the line of communication with your audience pulled out from under you, you get it.

I don’t really consider word of mouth a marketing ‘strategy.’

It’s more like a result of good marketing and good business practices.

It’s difficult to scale, track, and predict.

Instead, you should create content and run promos that are unique and valuable that will make people WANT to share with others.

Focus on providing value first.

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Advantages of Email Marketing for Cannabis Dispensaries:

The biggest difference between email marketing, and the marketing strategies I mentioned above?

Pre-dict-a-bility!

Email allows for direct and personalized communication that can be:

• Measured

• Analyzed

• Automated

• Segmented

• Monetized

You can create the exact experience you want for your audience with email marketing. You don’t have that kind of freedom with social media.

Email audience = Owned audience

Social media audience = Rented audience

You can’t keep putting all your time and effort into social media and risk losing everything over a community violation.

You need your email safety net to fall back on when (not if) that happens.

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Implementing an Email Strategy with Minimal Investment:

One of the most common misconceptions in cannabis marketing:

You need a flawless, complete email strategy for it to be worth your investment.

Wrong.

Most of the cannabis brand email lists that I subscribe to (for research) follow 1 of 2 strategies:

Strategy 1: Radio silence. I subscribe, and never hear from them again.

Strategy 2: Daily, repetitive emails filled with large images and salesy words that go straight to promotions.

Even if you just have a 5-step welcome sequence for new subs, you’re gonna stand out in their inbox, and in their mind.

And that’s what marketing is really all about.

Btw, I’ll create a welcome sequence for your brand for super cheap! If you doubt the power of email marketing, I challenge you to let me create your automations😈 Just reply to this email with “CHALLENGE”, and I’ll be in touch shortly…

A minimal-investment email marketing strategy for a dispensary looks like this:

First, create your welcome sequence; for a complete breakdown, check out last week’s newsletter on how to MAXIMIZE your welcome email here.

But for now, your welcome email (or sequence) serves multiple purposes.

1. Allows you to set the tone for communication between you and your audience (first impressions)

2. Shows what makes your brand better than others (USP’s and UVP’s/customer stories)

3. Begins to collect customer preference data through polls, surveys, and analytics

4. Incentivizes a sale

And the best part is it’s automatic. After you create your sequence and implement it, you just sit back, analyze, and make any necessary changes.

“But what about our current subscribers?”

Even if you’re not utilizing your email list, you most likely have an email list.

You probably have at least a few hundred subs that you haven’t engaged in a while.

After creating your welcome series, you’ll want to create a Re-engagement Campaign.

The goal of this campaign is to (obviously) re-engage your current subs, but more importantly, you’re letting your customers know that your email marketing is getting a facelift!

Treat it like a mini welcome series; it doesn’t have to be as involved as your welcome series because your subs already know who you are. They just need a little reminder.

Let stale subscribers know to be on the lookout for your emails moving forward, and offer them a re-engagement discount or reward for engaging/taking an action.

After your welcome series and re-engagement campaigns are live, you need to start funneling more people to your signup.

You do that with incentives, and by training your budtenders to sign more people up.

Signing up for your email list should be a no-brainer (because of whatever reward you’re giving them for signing up), and should be as easy as possible for your customer.

Train/incentivize your budtenders to encourage email signups at checkout.

Promote your email signup in store, on social media, on receipts, everywhere!

Once people have gone through your welcome series, you’ll be able to segment some of them based off their answers to your surveys or polls, or based off what type of content and products they engage with.

Makes it much easier to promote your sales and products when you know who will actually be interested in them.

So…. Is email marketing worth it?

Creating a welcome series (or any other automation), and re-engagement campaign doesn’t have to be expensive OR time-consuming.

Your competing with brands that have no email marketing strategy.

If you just have a welcome sequence that introduces new subs to your brand, and your able to engage your subs based on your knowledge of what their buying habits are, you’ll easily stick out in your audience’s mind.

You don’t need a flawless strategy.

You just need your strategy to be a little bit better than everyone else’s.

Need more help?

I’ll set up all your automations for $1500 (and the case study)! Reply to this email for more details…

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!⬇️

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