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:

• The Essence of Evergreen Content.

• Evergreen Examples.

• Integrating Evergreen Content into Your Email Strategy.

• What You Can Do Today.

Let’s Roll 🛼

Is your email deliverability, engagement, and CTR down? This one change to your strategy can fix that!

Gone are the days where you could use the same content and offers to engage everyone on your follower list.

One email does NOT fit all! And discount-spamming doesn’t work.🚫🚫

Your audience needs to see you as a source for all things cannabis, not just a ‘plug’.

The best way to do this is to provide cannabis info, guides, and other free-value content to your audience - staying on top-of-mind always.

That way, anytime your audience needs to restock on their favorite products, they think of you first.

This type of content is called Evergreen Content; content that stays relevant over a long period of time.

Crafting evergreen content takes some time at first, but your top performing pieces can be used for years to come to welcome new subscribers, provide extra value to your content, and boost engagement.

Here’s everything you need to know to start creating content that engages your audience, and stays on top-of-mind.

Let’s get into it⬇️⬇️

The Essence of Evergreen Content:

Your evergreen content is the foundation of your email marketing strategy. It’s your safety net - when you’re not promoting a sale, holiday, or event, evergreen content is used to “fill in the gaps” and keep your audience engaged.

But that’s just one of the benefits of creating content that holds its relevancy over time;

What is it?

Evergreen content is educational or entertaining content that your audience can find value in right away, and can continue to provide value over time without losing relevancy.

A great example is ‘How-To’ cannabis guides for beginners; create strain guides for people just starting on their cannabis journey and are looking to find what products they like.

A comprehensive strain guide could be used as evergreen content for years - anytime a new smoker discovers your brand, provide them with instant value with your helpful guide!

Versatility:

Evergreen content can be used tons of different ways:

In my opinion, it’s best to create a library of your top-preforming content, and incorporate it into your weekly/monthly content calendar.

“Peppering” educational-based, value-driven, relevant content into your promotional content will help you build a sense of trust with your audience.

But you can also use your evergreen content to spice up your email flows:

• Add a strain guide to your welcome series - All new subscribers will receive instant value from your brand (make a strong first impression!).

• Create an “Understanding Terpenes” infographic and add it to your post-purchase automation. Encouraging repeat business by adding free value after purchasing.

• Create an eBook on Canva with cannabis cooking tips and use it as a free lead magnet to get your followers to subscribe.

AND THE SEGMENTATION POSSIBILITIES😱😱

When creating your evergreen content, you can get as targeted as your little heart desires!

Create Beginner’s Guides for:

• Vapes

• Flower

• Tinctures

• Edibles

• CBD

• CBN

• CBG

• Etc.

Use customer data like purchase history, preferences, and experience level to ensure your guides are going to customers that will truly find value in them.

Over time, create guides, how-to’s, and infographics for each segment of your email list.

Evergreen Examples:

Fear not, there’s no shortage of evergreen content ideas for the cannabis industry:

Beginner guides are one of the most powerful types of evergreen content; you can reuse these guides again and again whenever a newbie signs up for your emails.

Experiment with different content topics, find what’s resonating, save your top performing emails for future use.

Remember, A/B test subject lines, CTA’s, formats, etc.

Sometimes the topic is great, but the design/phrasing is off.

Unlock the Secrets to Winning Every Cannabis Customer's Heart🥰 

How To Create Content They WANT To See!

Integrating Evergreen Content into Your Strategy:

Balancing evergreen and promotional content in an email strategy is key to maintaining subscriber interest and engagement over time.

A good starting point is to use the 80/20 rule—80% of your content should be evergreen, focused on educating, informing, or entertaining your audience, while the remaining 20% can be promotional.

Then just experiment with your ratios over time.

Remember, evergreen content is still a type of promotional content; you’re promoting your brand as a whole - staying on top-of-mind through high-value, engaging content.

Your customers crave value, and not just in the form of savings.

Educating your audience and being transparent with them builds trust; once trust is built, customer loyalty follows.

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

What You Can Do Today:

• Plan Your Content Calendar: Start planning out your content strategy for the next month. Ensure there's a balance between promotional and value-driven content - start with the 80/20 rule and go from there.

Once you’ve settled on a content schedule, you can:

• Create a Content Library: Organize your evergreen pieces into a digital content library. Reference and link back to these resources in your emails, encouraging deeper engagement with your brand.

• Engage and Listen: Use every email as an opportunity to learn more about your audience's preferences. Include calls-to-action that encourage feedback and suggestions for future topics.

• Track and Optimize: Monitor the performance of your evergreen content. Which pieces resonate the most? Use these insights to refine your strategy and content creation efforts.

My advice is to start creating content today.

Create how-to guides for every section of your sub list; “How to get the most out of your {product type}.”

Once you have some good content written, start sending, and analyzing.

Like I mentioned before, your best emails can be used for years to come. So put in the work now!

The more targeted value you provide your audience, the more they’ll trust you, the more they’ll buy, and the more they’ll recommend your brand to others.

Happy Emailing!

Steve