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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.

⚡Quick Tip⚡

Today’s Email:

• 5 Steps to Transform Your Email List from a Desolate Wasteland, to a 24/7 Weed-Selling Machine

• How to Segment, Incentivize, and Analyze

• Conclusion

Let’s Roll 🛼

Your email list is your most valuable marketing asset.

Nowhere else do you have the kind of control over your content or freedom to talk about what you want to talk about.

You can create whatever experience you want to create for your audience without the fear of bans.

And if I were you, I’d want to create a customer-focused strategy so my customers keep coming back for more weed.

And if you want to use email marketing to its full potential, we need to get those subscribers engaged.

Here’s 5 steps you should take to ensure your emails are working at full capacity:

1. Segment Your Audience:

Sending the same email to your entire list is like using a megaphone in a crowded mall to talk to one person.

You have to group customers with similar interests and behaviors together in order to create content that will engage them.

Some common ways to initially segment subscribers is:

• Product preferences

• Engagement levels

• Purchase history

• Demographics

• Location

Purchase history and preferences are easy to collect (given they’ve made a purchase).

But here’s a few tips for gathering the other pieces of data:

Surveys: Surveys are your best friend.

Going straight to the source is always a good idea when collecting customer data.

Design short surveys to include in your welcome series, or just for anytime you wanna ask your audience anything.

Keeping surveys short (5-10 questions) is important; attention spans aren’t like they used to be!

Ask your customers questions about

• Products they like

• When/why they like to consume cannabis

• Lifestyle questions

Give them a small reward for doing it - preferably a discount to encourage their first purchase.

Just from those 3 questions above, you’ll know

• What products they like

• What products they might like to try

• How to market to them

Now imagine knowing THAT for all your segments and allllll your customers.

The weed sells itself at that point…

2. Build Engaging Automations:

Your life will be much easier if you automate your emails.

• Set up your welcome series to engage new subs and turn them into paying customers.

• Create post-purchase flows that recommend products and incentivize their next visit.

• Design re-engagement campaigns for customers that haven’t shopped for 30, 60, and 90 days.

These emails will work 24/7 to engage your list and drive weed sales.

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3. Incentivize Engagement:

If you want high engagement, you need incentives.

Incentivize any action you want your customers to take.

And gamify it whenever possible.

Offer rewards for

• Opening emails

• Subscribing

• Clicking links

• Referring friends

• Answering a survey

• Making purchases

• Providing feedback

Include spin-the-wheel promotions, leaderboards, and tiered rewards to gamify the experience.

The more fun you can make it for your audience, the better.

And the more incentives you offer, the more actions they’ll take.

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!

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4. Focus on Providing Value:

Customers don’t want to be sold to constantly. They want information, entertainment, and value.

Here’s what that DOESN’T mean…

Providing value isn’t ONLY giving rewards. Obviously that’s a big part of it.

But the simplest way to be valuable is to be relevant.

That’s why we gather data and segment.

Sending an email to your entire list about a sale on carts is only valuable to your cart smokers.

Anyone else will see your content as not valuable, and they are less likely to interact with you in the future.

The more you know about your customers, the more valuable you can make your content.

👉👉 If you have health-conscious customer segments, you can include general health and wellness content into your strategy.

👉👉 If you have customers that are music buffs/musicians, start a series where you pair products in your shop with music recommendations.

👉👉 If you have pet lover segments, include articles on CBD for pets or the best products to take on a hike with your pup.

All of these suggestions are relevant to their respective segments.

By providing value consistently, you “train” your audience to engage with your content; staying on top-of-mind.

5. Analyze and Optimize:

Even the best strategies can’t succeed without regular tweaking and improvement.

You have to track everything so you know what works and what doesn’t.

• Track metrics like open rates, click-through rates, and conversions.

• A/B test subject lines, CTAs, and content formats to see what works best.

• Regularly clean your list by removing inactive subscribers to improve deliverability.

Once you find what’s working, it’s full steam ahead!

Conclusion:

Turning your email strategy into a 24/7 customer-engaging, weed-selling machine doesn’t happen overnight.

It’s all about consistency.

• Consistently sending emails

• Consistently testing and analyzing

• Consistently providing value to your subs

These 5 steps will help you build a strategy that consistently engages your audience and keeps your dispensary top-of-mind.

Need help with building automations or anything else discussed this week?

One of the hardest parts of email marketing for most business owners is finding the time to set everything up.

You have enough on your plate as it is… That’s why people like me exist!

If you want your emails to generate more revenue for your dispensary but don’t have the time (or staff) required to develop your strategy, reply to this email or dm me on LinkedIn with “ENGAGE”.

I’ll help you create systems and funnels that segment your audience, re-engage inactive subs, and put more money in your pocket.

If you’re not using email to its full potential, you’re missing out on thousands of dollars, and I want to help!

P.S. ⬇️⬇️