Cannabis Email Service Updates Will Impact Email Marketing (Feb 2024)
Posted on September 8th, 2023 to Alpine IQ
In this article
We’ve been helping our dispensary partners leverage Alpine IQ’s robust set of marketing solutions for over a year, and we wanted to share some of the ways we’ve been successful in utilizing the platform. Learn more about our managed Alpine IQ services here.
We understand that at the end of the day, ROI is paramount with these tools and the services that accompany them. On average, we’ve utilized the following tactics to drive over a 6-10x ROI (engagement-based) for our dispensary clients on average.
With that, let’s start with a quick overview of how we utilize the platform:
Alpine IQ isn’t just another email marketing tool. It’s a multifaceted platform that touches multiple channels like email, SMS, and even app-based push notifications.
The goals of utilizing the software from our perspective include:
It’s at this intersection of unique goals where CannaPlanners has found several effective strategies. Let’s dive in.
Personalization in both email & SMS campaigns is effective for driving sales because:
When customers see content that resonates with their:
They are more likely to engage with the message and take the desired action.
Personalization not only increases open and click-through rates but also fosters a deeper relationship with the consumer, which is huge in terms of customer lifetime value and retention.
Personalized messaging can lead to:
Here’s a few examples of personalized automations we implement:
Abandoned carts are potential sales that somehow slipped through the cracks. We work with our clients to create custom & personalized automated campaigns which will effectively re-engage those customers, capitalizing on missed sales opportunities.
Customer retention is always more cost-effective than customer acquisition. Recognizing this, we initiate timely outreach campaigns, targeting customers who haven’t engaged in 30, 60, or 90 days.
This strategic move not only helps in rekindling relationships but also ensures that your dispensary stays top-of-mind.
Online reviews have an undeniable influence on a brand’s image. Tapping into Alpine IQ’s comprehensive features, we have created campaigns that nudge satisfied customers to share their positive experiences. This not only aids in building trust with potential customers but also improves local search rankings.
Beyond these primary automated campaigns, our team creates customized weekly campaigns based on education, sales, events, and other things happening with the dispensary.
We’ve had a lot of success with emailing educational topics that connect email/SMS subscribers to the blog.
One thing you may be surprised to know is that we often see educational emails drive more revenue than sales or discount-based emails.
With this in mind, our team is continually experimenting, innovating, and learning to craft campaigns that resonate with the audience & drive additional sales.
Achieving a 6-10x return on the total monthly investment for email/SMS might sound aspirational for many, but for the clients of CannaPlanners, it’s the reality.
This return on spend is NOT based on total emails sent. It is based on users that actually OPEN or CLICK the email (engagement-based revenue-reporting).
What’s the use in creating rockstar campaigns if you can’t accurately report on the performance? We create custom reporting that ties directly to engagement.
It’s important to know that you can customize AlpineIQ in order to define your own conversions. This can be a bit confusing for new users, so working with a team that understands the platform is key. The standard revenue attribution model on their campaign reporting dashboard is based on total emails sent.
This means that the platform attributes revenue to an email if a recipient:
When we create custom reporting for our clients, we base the revenue attribution on total emails opened and/or clicked.
This means that we attribute revenue to an email only if a recipient:
By only looking at the revenue earned from users that actively engaged with the email or text message, we get a much more accurate look at the sales impact of a campaign.
This is where we’ve been able to achieve an average 6-10x ROI for our dispensary clients on the platform – which includes the spend with Alpine IQ as well as our service management fee.
Using AlpineIQ successfully is not just about signing up & turning on some automations, it’s about:
The journey of CannaPlanners & Alpine IQ is a testament to what’s achievable when innovation meets expertise. In the dynamic world of dispensary marketing, where customer preferences and industry regulations can often pose challenges, we are excited for our clients to be armed with tools like Alpine IQ – setting new benchmarks and driving the industry forward.
We are even more excited at the opportunity to help dispensaries get the most out of this impressive tool. Reach out to us if you are a dispensary operator looking to improve or revamp your digital strategies.
Enhance customer engagement. Streamline operational efficiency. Boost sales & retention. Let’s start your first campaign today.
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