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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:

• Defining Inactive Subs

• Segmenting Inactive Subs

• Executing Your Win-Back Campaigns

Let’s Roll 🛼

💡Did You Know?💡

Only 20-40% of the average email list contains “active” subscribers.

That means 60-80% of the subscribers of any given email list (including yours) are often inactive. Meaning, they don’t open, or interact with your content in any way.

Those numbers should drive you crazy!

Let’s say you have a modest 1000 subscribers to your dispo’s email list…

That means 600+ don’t open, or interact with your content at all.

Those 600+ people are your goldmine.

According to my business partner (Chat GPT), up to 15% of inactive subs are successfully re-engaged through re-engagement/win-back campaigns on average.

So of the 600+ inactive subs, ~100 could be re-engaged with a few emails.

And how does 100 returning customers sound to you?

Sounds a lot cheaper than onboarding 100 new customers to me…

If your dispo has a surplus of inactive subscribers, don’t scrub ‘em from your list yet!

Let me show you how to identify, segment, and re-engage them first⬇️⬇️

Defining Inactive Subscribers:

So how do you identify inactive subscribers, and why do subs become disengaged?

Inactive subs are obviously subscribers who haven’t engaged with your content for a certain period of time. Usually 90 days-6 months.

And there’s a few common reasons subs become inactive (most dispensaries are guilty of at least one):

1. Lack of personalization

2. Irrelevant content

3. Emails landing in promotions

4. Infrequent contact

To be honest, most dispo’s I’m subscribed to are guilty of all four…

Not only are you missing out on potentially 10’s of thousands of dollars by not interacting with your list, a list full of inactive subscribers is harmful to your business!

You put your email deliverability, and overall marketing health in jeopardy.

You need to re-engage your stale subs (or get rid of them).

Segmenting Your Inactive Subs:

The 2 biggest factors for segmenting inactive subs:

1. By period of inactivity

2. By purchase history

Segment by Period of Inactivity:

The period of inactivity for each group of subs can change how you approach re-engagement.

Short-Term Inactivity (1-3 months):

For subscribers who have recently become inactive, a simple reminder of new products, services, or updates may be enough to re-engage them.

Normally brand familiarity isn’t an issue with these customers. They just need a refresh!

Just make sure the content is relevant to their preferences or you won’t win them back.

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Medium-Term Inactivity (4-6 months):

These subs might need a little more of a push to re-engage; they’ve probably found another dispo to be their go-to, and we just can’t have that! My approach for these subs,

1. Tug on their heartstrings

2. Personalized offer based off purchase history

Subject Line: “We’ve missed you, {first name}😭”

high-quality image of whatever product you’re promoting to that segment. Close-up of some sticky, crystally flower, action shot of someone hitting a vape, etc. 

Body: We got some {vapes, flower, edibles} in that made us think of you!

Pick up some of your favorites today, and we’ll take 20% off!

Shop My Favorites

Long-Term Inactivity (6 months+):

Customers who have been inactive this long need a stronger win-back strategy…

These customers may have forgotten about your brand entirely, so the normal 20% off incentive may not suffice.

Instead, highlight major changes or improvements to your brand, products, loyalty program, marketing, etc.

This can entice your sub to give your brand another chance!

Use data from their previous purchases and interactions to create a personalized re-engagement strategy.

“We’ve made some BIG changes since you were here last, {first name}!

Since you’ve been gone, we’ve added loads of new products/features.

• New product/feature #1

• New product/feature #2

• New product/feature #3

But don’t worry, we still have {last purchased product} in stock just for you! Save 25% on your favorites today!

Shop My Favorites”

Segmenting by Purchase History:

You have 2 types of customers.

1. One-time buyers

2. Repeat buyers

One of those is a lot easier to segment.

For one-time buyers, you analyze their initial purchase, and offer discounts on related products. Analyze their interaction with your offers to get a better understanding of what kind of products they like and where they should be segmented.

For customers that were once regular shoppers, highlight new additions to the product lines they’ve shown interest in. Also a great time to highlight your loyalty program to your once-loyal customers.

Re-Engagement/Win-Back Campaigns:

You should structure your win-back/re-engagement strategy like this:

1. Segment your subs

2. Tailor your messaging to each segment

3. Offer a strong (relevant) incentive and create urgency

4. Multi-step email sequence

5. A/B test

6. Analyze, refine, repeat

You’re sitting on a goldmine and you don’t even know it!

Re-engaging even just a small percentage of your inactive subs can drastically improve sales.

Stop only trying to acquire new customers and subscribers, and start interacting with the ones you already have.

Need More Help?

If your dispensary is sitting on a goldmine of inactive subs and need a little more help turning them back into loyal customers, reply to this email with “ENGAGE”, and I’ll help design your entire re-engagement campaign!

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

P.S.