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:

• Importance of First Impressions in Cannabis

• What to Include in Your Welcome Email

• CTA’s that Convert

Let’s Roll 🛼

Convincing your customers to sign up for your email list isn’t the hard part…

Most people can be incentivized to subscribe with discounts, gifts, or other rewards.

The hard part is being memorable, and keeping your list engaged after they sign up.

Even just a few hundred highly-engaged email subscribers can provide predictable income for your dispo, and act as your marketing safety net since email allows for more canna content than social media.

Your IG got banned again? Good thing you have your email list.

But in order to have an engaged audience, you need to be able to display your value to your customer as soon as you meet. That’s how you stay on top-of-mind from the beginning.

That means optimizing your first point of contact: Your Welcome email(s).

Importance of First Impressions:

There are 15,000 dispensaries in The United States and counting…

And most of them are just following the crowd. It’s hard to differentiate between cannabis brands…

That’s because a lot of brands (cannabis or otherwise) think shoving discounts down your throat is how you grow.

Sure, that’ll work to an extent.

But people buy from brands that they remember.

And to be remembered is to be unique.

When your soon-to-be customer is first made aware of your brand (via social media, email signup, referral, etc.), is when they’re the most receptive and responsive.

Take that opportunity to create a strong first impression by showing what makes your brand valuable (USP’s and UVP’s), AND providing actual value.

Your first point of contact with your audience should explain what about your brand makes you more favorable to a canna consumer than other dispo’s.

It should also incentivize their first purchase.

Example:

“Saving the Planet One Puff at a Time…

For every purchase made at {brand}, we donate X% to Life on Land, an organization that plants trees to help protect the environment!

Help us make a difference, and we’ll take X% off your first purchase.”

In that example, we’ve got:

• An intriguing headline

• What makes {brand} different (USP/UVP)

• Phrasing that makes the customer feel involved/important

• Incentive to push for first purchase

Much better than: “Thanks for Joining Our Family!! Here’s a discount.”

What to Include in Your Welcome Email(s):

As I mentioned, the first email in your welcome series should show how your brand is different (better), and incentivize the first purchase.

But what if that doesn’t result in a sale?

That’s why we create a welcome “series”; some people need a little more push.

Your welcome series should be (at least) 5 steps…

1. Thank them for signing up to email/SMS, showcase your differences, push for sale.

2. Deeper dive into brand story, more about what makes you different

3. Customer stories/testimonials

4. Meet the founders, product education/comparisons, social media follow requests

5. Introduction to loyalty program

That gives you 5 chances to try for a sale.

Or, at the very least, that’s 5 times you’ve planted your brand in their brain.

Your welcome series should be PACKED with value. Give them a reason to open your emails:

• Discounts

• Free gifts

• Strain guides

• Usage guides

• Product guides

• Loyalty perks

You should also take this chance to establish whatever theme your brand has.

• Use brand colors/logos.

• Use language that aligns with your theme.

• Keep consistent phrasing and visuals across all platforms.

This is how you improve brand familiarity.

Invest in your welcome series.

You’ll thank me later…

America’s first USDA organic THC gummies

Cornbread Hemp has introduced America’s first USDA organic THC gummies with 10mg of THC, derived from hemp and legal in nearly all 50 states. For a healthier way to experience a carefree moment without the hangover, Cornbread’s organic edibles provide a balanced experience that won’t make you feel paranoid or anxious.

Even with 10mg of THC per gummy, they are legal to ship across America. How? The Farm Bill of 2018 legalized all hemp products with less than 0.3% THC, and all Cornbread Hemp products meet that standard.

Cornbread’s USDA organic THC Gummies are safe, stackable, and shareable for friends and family over 21.

New customers can use code BREEZE25 for 25% off.

Enjoy the moment and take your edge off, this is the good life.

Shop Now

CTA’s that Convert:

A lot of people get their CTA’s wrong.

You’re content could be perfect, but if your CTA doesn’t resonate with your reader, they’re not gonna go for it.

Most brands use Shop Now, Learn More, etc. for their CTA’s.

Not only that, most emails I receive from cannabis brands do not make their CTA’s the focal point of their content.

So, a boring “Shop Now” CTA at the very bottom of your email is not the move.

You want to evoke emotion. Every part of your content should evoke emotion from your reader.

Especially your CTA.

Your CTA should speak directly to your reader.

• 1st or 2nd person point of view.

• Create a visual with your CTA.

• Power words.

Examples:

• Get yours

• Find your strain

• See for yourself

• Say YES to a better buzz!

• Download my free guide

• Discover why they love us!

• Discover the {brand} difference

• Join {number} of happy smokers!

• Want to stay in the loop? Follow us on social!

• Unlock members-only perks when you sign up today

All of these CTA’s are designed to evoke emotion, resonate with your audience, and encourage action.

“Download my free guide”, for example, creates a visual for your reader - they visualize themselves downloading your guide.

Much more effective than “Learn More.”

“Say YES to a better buzz” evokes emotion. Who doesn’t want a better buzz?! The intrigue of a better buzz creates FOMO - one of the most powerful emotions you can evoke in your sales content.

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

If you’re only gonna invest in one email marketing strategy for your dispo, it should be creating a fully-optimized welcome series.

First impressions stick in people’s heads.

If you can create a strong first impression, AND follow it up with consistent value in your content, you will stay on top-of-mind much better than a brand who has zero customer onboarding process.

And a LOT of canna brands have zero customer onboarding process.

Be a big fish in a small pond - invest in your emails (no one else is).

If you’re a dispensary owner with little to no email marketing systems in place, reply to this email or dm me on LinkedIn with “WELCOME.”

I’m starting a new service where I build dispensaries’ email marketing funnels, automations, etc. so you can stop worrying about getting banned on social everyday and losing your audience.

Let your emails work for you.

I’m running a huge deal on this service while I work to perfect it, email or dm me if you want to hear more!

P.S. ⬇️