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:

• The Power of Inclusive Email Marketing: Engage Every Customer

• Diversifying Your Content

• Additional Thoughts

• What You Can Do Today

Let’s Roll 🛼

Your email marketing strategy is about quality AND quantity - you want to produce high-quality content, and you want to produce a lot of it.

And the highest quality content you can create is content that resonates and speaks to your audience on an individual level.

It’s called inclusive email marketing; connecting with your audience on a level that feels personal and relevant.

Most cannabis brands don’t do this. Most brands are discount spammers that send the same email to their entire list and hope for the best.

BUT NOT YOU!

Creating email content that feels inclusive and resonates with your audience is really simple, and it all starts with knowing who you’re speaking to.

Here’s 5 tips that’ll help you get to know your audience better so you can start crafting the content they want to see today!

1. Understanding Your Audience’s Spectrum:

The cannabis community is diverse as hell; people with all different backgrounds, interests, and needs are opening their minds to the Power Of The Plant.

And there’s a new breed of smokers!

With cannabis becoming more legalized and accepted each day, users are looking to brands that follow more sustainable business practices, have products with greater medical benefits, and have safer product testing.

You can’t always rely on having the highest THC% or cheapest prices.

Sure, those features will get you sales; but cannabis users are much deeper than that.

Understanding your audience means understanding their

• Wants

• Needs

• Preferences

• Usage Intent

Segmenting your audience based on their similarities and differences is key.

2. Diverse Content for a Diverse Audience:

Your emails should be a mix of educational content, stories that inspire, and promotions that excite.

“BOGO 50% Off Vape Cartridges” will get the “deal hunters” attention.

But that’s just a small portion of your audience.

A lot of the times your discount can be the deciding factor for your customer to make a purchase - AFTER you’ve shown them how your brand is better and can provide better products/services.

Show some behind the scenes of your process, what you’re doing to provide a better high, how your brand is reducing your carbon footprint, etc.

Teach your customers about terp profiles, how different ingredients result in a different buzz, and how they will BENEFIT from choosing your brand.

Struggling to convert followers into customers?

Click here to change that.

3. Language Matters:

The words you choose can either draw people in or push them away.

Use language that's inclusive, avoiding jargon that might alienate newcomers or casual users.

But remember, some of your audience WANT the jargon; segment your audience based on their cannabis experience level and tailor your content accordingly.

Also, consider accessibility; not everyone consumes content the same way.

Providing text alternatives for image-based content and ensuring your emails are screen-reader friendly can make a world of difference.

**Hint: Optimize for mobile!!

4.Personalization at Scale: Beyond the First Name:

PERSONALIZATION IS NOT JUST CALLING THEM BY NAME!

We've moved past the point where adding a first name to an email is the pinnacle of personalization; we need to take it a step farther.

Dynamic content allows you to customize the user experience based on behavior, purchase history, and the type of content they engage with most.

• My name is Steve

• I love indica flower

• I make a cannabis purchase once a week on average

A dispensary could take one look at my purchase history, frequency, and amount spent, and they could easily segment me with the hundreds or thousands of similar customers with similar preferences/behaviors (and throw my first name in for bonus points).

5. Feedback Loops:

The only way to truly know if your content resonates is by listening to your audience.

Request feedback through surveys or direct replies to emails.

Customer feedback is extremely valuable for your brand - you need to make it worth their while. Give your customer’s something for their time:

• Discounts

• Free Samples

• Loyalty Points

• Exclusive Access

• Entry Into a Giveaway

Additional Thoughts:

Remember, when it comes to creating content for your audience, one size does NOT fit all.

Design your emails with all readers in mind.

Consider color contrast for those with visual impairments, using larger fonts, and ensuring your email design is responsive across all devices. An email that looks great on a desktop but unreadable on a phone is an opportunity missed.

Inclusivity is how you build a community of loyal customers.

What You Can Do Today:

Ask your customers what they like!

Set up a system for gathering and analyzing feedback on your email marketing efforts.

Create a survey(s) that your customers can fill out in exchange for some type of gift. Start gathering information on why they smoke, what their favorite products are, etc.

Use this data to start creating content that is focused on your customers preferences rather than on pushing for sales all the time.

Experiment with, and A/B test everything!

Happy Resonating!

Steve

P.S. Need additional help creating content that resonates? Reply to this email with what you’re struggling with! I’d love to help!