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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:

• The #1 Mistake Dispensaries Make When Growing Their Email Lists

• 3-Step strategy so You Can Avoid the Same Mistake

• Final Thoughts

Let’s Roll 🛼

“Just throw a signup form on the website and we’ll grow the list.”

If I had a pre-roll for every time I heard this…

Let me be blunt (pun intended):

This is the #1 mistake dispensaries make when growing their email list.

They treat email collection as a checkbox instead of what it actually is:

The start of a relationship with a potential long-term customer.

The result? You end up with a stale list full of low-quality contacts that:

• Don’t open your emails

• Don’t click your links

• Don’t buy from you

• Don’t engage with you

Soon, your brand will be forgotten and replaced by a dispo that actually knows their customers.

Let’s fix that.

Here's how to actually build a high-quality email list that makes money:

⚠️ The Real Problem: “List Collecting” vs. “List Building”

Most dispensaries (or businesses in general) focus on collecting as many emails as possible…

…but they don’t have a plan to:

✅ Incentivize the signup
✅ Gather preferences
✅ Segment the new subscriber
✅ Follow up with relevant emails

Essentially, once they signup… Nothing.

No plan.

That’s not list building. That’s list hoarding.

And it’s why their engagement sucks.

Do this instead:

Treat every new email subscriber like a new customer walking into your store for the first time.

• You greet them.

• You get to know them.

• You recommend things based on what they like.

• You offer value.

Same mindset. Just digital.

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Step 1: Capture With Intention

People don’t give away their email for nothing anymore.

If you want more subscribers, you have to earn them.

Here’s how:

• Incentivize signups.
  Offer a free pre-roll, reward points, or an instant discount only available through email signup.

• Make the reward immediate.
  No one wants a 10% off coupon next week. Make the benefit instant.

• Train your budtenders.
  In-store email capture is GOLD. Train your staff to promote signups at checkout with a one-liner like:

“Want to join our VIP list and get a free pre-roll today?”

Simple as that.

Step 2: Segment From the Start

Segmentation should start as soon as the email is collected.

Every new sub should be asked about:

• Their favorite product category (edibles, flower, vapes, etc.)

• Their frequency of use (daily, weekly, occasionally)

• What they’re most interested in (deals, education, events, etc.)

Use this info to create customer personas and send relevant emails from Day 1.

Pro Tip:
Offer 50 reward points to fill out a preference survey in your welcome series. Easy data. Big impact.

Step 3: Set Up a Real Welcome Series

The #1 missed opportunity in dispensary email marketing:

No welcome sequence.

If someone signs up and hears nothing for days or weeks… you’ve lost them.

It’s important to strike while the iron is hot - engage them when you’re on top-of-mind.

Your welcome series should:

1. Welcome them + deliver incentive

2. Explain how they benefit by staying subscribed

3. Ask for preferences (survey or quick quiz)

4. Show off bestsellers and social proof

5. Tease future content/deals

This is your first impression - don’t waste the opportunity!

For a full breakdown of what to include in your welcome series, click here!

Why It Matters

• An unsegmented, cold list = low open rates

• Low open rates = bad deliverability

• Bad deliverability = your emails land in spam

• Spam = no clicks, no sales, no ROI

It’s a snowball. Start it right, or you’ll be playing catch-up forever.

Final Thoughts: Build the List You Want to Sell To

Don’t just collect emails.

Collect emails with intention, and create a better customer experience.

Your emails are so much more than a way to promote sales to your audience.

Email is the most customizable form of marketing available.

You can create the exact experience you want your customers to have with your brand.

You build relationships, learn more about your customers, and keep them happy and coming back.

You want:

• Engaged subscribers

• Personalized messaging

• Consistent follow-up

• Higher LTV

It starts with building the list right.

Want help setting up your in-store strategy, welcome series, and segmentation?

👉 Reply with “BUILD IT” and I’ll help you build a list that actually grows your revenue -not just your contact count.

Until next time,

-Steve

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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