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:

• Finding the Right Frequency for Emailing Your List

• The Power of Evergreen Content

• Email Frequency Guidelines

• What You Can Do Today

Let’s Roll 🛼

How often do your customers actually want to be contacted?

I wish I could give you a simple answer to this question, my friend…

The truth is, every canna brand requires their own unique marketing strategy in order to engage, and sell to their own unique audience (which can take a while to perfect).

But fear not!

I’m here to show you exactly how to figure out the perfect schedule for your brand’s emails.

Follow these steps and your emails will start printing you money 24/7:

Understanding Your Audience's Email Tolerance:

It’s all about finding the perfect balance between providing consistent value without being annoying or pushy, and segmenting your list based on interaction levels.

And the first step is always knowing who you’re talking to:

1. Analyze Engagement Metrics

Metrics such as open rates, click-through rates, and especially unsubscribe rates can give you insights into how your audience is reacting to the current frequency of emails.

• High open and click rates might suggest that your audience is engaged and possibly receptive to frequent emails.

• High unsubscribe rates or a sudden spike in them after certain emails might indicate that you are sending too many emails, or the content is not resonating.

2. Segment Your Audience

Different segments of your audience may have different tolerances and preferences. Use segmentation to tailor your email frequency:

• New subscribers might like more frequent communications as they’re getting to know your brand.

• Long-term subscribers may prefer less frequent, but highly relevant updates to maintain their interest without feeling spammed.

Segmenting by engagement level (highly engaged vs. low engagement) can also guide how often you send emails to each group.

Identifying customer personas is crucial in effectively segmenting your audience! Click here to learn exactly how to do it

3. Conduct Surveys and Collect Feedback

Just ask! Directly asking your subscribers can provide clear insights into their preferences. Include a brief survey in your emails or on your website asking subscribers how often they would like to receive updates. Questions can include:

• How often would you like to hear from us?

• What type of content are you interested in receiving?

• Do you find our current email frequency too high, too low, or just right?

4. Test Different Frequencies (A/B Testing)

A/B test by sending emails at different frequencies to similar audience segments and monitor how each group responds. For instance:

• Group A receives weekly emails.

• Group B receives bi-weekly emails.

Compare the performance across these groups to determine which frequency results in better engagement without increasing unsubscribes.

The Power of Evergreen Content:

Evergreen content is the foundation of an effective email strategy.

Without it, you can’t accurately segment your list based on preferences and needs because you won’t have the customer data that comes from analyzing what content they’re interacting with.

The 3 biggest benefits evergreen content will provide you:

• Consistent Value: Provides continuous value to new subscribers who might not have seen your earlier content.

• Resource Efficiency: Reduces the need to constantly create new content, as evergreen content can be reused and repurposed.

• SEO Boost: Drives consistent traffic to your site as these topics remain relevant over time.

My Evergreen Templates are dropping in less than 2 weeks - 50 pre-written cannabis emails right on your phone to help boost audience engagement, brand familiarity, and sales! Stay tuned - More sneak peeks coming soon!👀

Factors to Consider When Scheduling Emails:

1. Audience Engagement Levels: Use analytics to monitor how different frequencies affect engagement metrics.

2. Content Type: Balance promotional content with educational and evergreen content to provide a varied and valuable experience.

3. Customer Lifecycle Stage: Adjust frequency based on where subscribers are in their journey—from intensive onboarding sequences for new users to more spaced, laid back contact for loyal customers.

Email Frequency Guidelines:

Every brand is different, and it’s important to find the best schedule for your audience. Here’s some simple guidelines to help you get started planning a more effective strategy:

• New Subscribers: Welcome them with a series that mixes immediate value and introduces evergreen resources.

• Regular Subscribers: A weekly or bi-weekly newsletter featuring a mix of the latest news and evergreen content keeps your brand top of mind without overwhelming your audience.

• Highly Engaged Segments: They might appreciate more frequent updates, especially if you include deep dives into evergreen topics or advanced tips.

• Less Engaged Subscribers: Send less frequent, but highly impactful emails laden with evergreen content that provides significant value, potentially reigniting their interest.

Testing and Optimization:

The one thing I will always include in any marketing advice I give: TEST

• A/B Testing: Experiment with different frequencies and monitor how inclusion of evergreen content impacts engagement.

• Surveys: Ask your subscribers for feedback on content types and frequency preferences.

• Segment: Segment your audience based on the results of your tests and surveys and adjust their customer personas accordingly.

What You Can Do Today:

Plan a content calendar: Choose an email frequency you feel can be maintained consistently by your brand or marketing team.

Create content: Start creating content for different segments of your list; start incorporating relevant evergreen content into your strategy to build trust with your customers for when it’s time to ask them to take an action.

Test: Experiment with different email frequencies with different segments. Figure out which metrics are most important for you to improve on, and start analyzing the results of your new, beefed up email strategy!

Finding what works for your specific audience is key.

Remember, email marketing is a long game - the goal is to build trust over time with your audience. Show them that you understand them, and want to help improve their lives and cannabis experience.

Be their friend. That’s how you create loyal customers.

Happy Scheduling!

Steve

P.S. Happy belated Father’s Day to any dads reading this! You’re more important than you’ll ever know!