Cannabis Email Service Updates Will Impact Email Marketing (Feb 2024)
Posted on May 25th, 2021 to Email Marketing
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Email marketing is the act of using email to directly promote a brand or service and foster a relationship with consumers. While only one sect of online marketing, email’s capability to reap a return towers over other strategies.
In the 1970s, a marketing manager used Arpanet to send 400 emails. That man, who was the first to use email as a marketing tool, ultimately generated $13 million in revenue. What worked then remains relevant today, despite the fact that the methodology and scope have advanced significantly. The reality is that if you are not using email marketing for your cannabis/CBD business, you’re likely passing up a substantial opportunity.
Essentially, email marketing works by sending a message or sequence of messages to a specific group of prospective customers who have opted-in to receive communications from your brand. The email messaging Sign-ups may happen:
Once you have a list of people on your email subscriber list, you have a list of prospects who have already shown some level of interest in your canna-business. This places you in a prime position to really interact with your target consumer base, retain interest, and promote your products for the long term. Email works to stay in touch with your customers by keeping them both informed and feeling like they are valued by your business.
Email marketing is also one of the most effective ways of segmenting your target audience. Segmenting involves really targeting the different groups in your consumer base on a more personal level. For example, if you have a customer, also an email subscriber, who continually buys cannabis extracts instead of cured flower, you have the opportunity to build email content that feeds that interest.
The ability to add to your email list is crucial because it is the start of the sales funnel, and your first opportunity to tailor specific messaging for a potential customer. Email marketing can be especially beneficial for smaller brands that may lack the time or know-how to devote to other digital marketing opportunities, such as SEO.
One reason why dispensaries, cannabis cafés, and even CBD brands shy away from email marketing is the sheer level of effort involved in building an effective strategy. Email marketing may be highly effective and one of the biggest ROIs, but seeing these outcomes involves a lot of moving parts and a ton of strategizing. A few steps involved in the process include:
While the objective and idea of email marketing are simple, the creation of an effective campaign can be anything but. If you’re looking for help to build the best email marketing campaign for your cannabis café, dispensary, or otherwise, reach out to us at CannaPlanners to get off to a good start.
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