As the cannabis industry matures and more players enter the scene, simply having a great product isn’t enough anymore. Cannabis businesses, be they retailers, growers, or infused-product manufacturers, face unique challenges, especially when it comes to online promotion. Email marketing emerges as a surprisingly potent tool in the cannabis marketing mix, and understanding its potential and the roadblocks it presents is the first step in unlocking its power.
Why Email Marketing?
At first glance, email marketing might appear outdated, dwarfed by the dazzling appeal of social media and SEO. However, reports indicate that email marketing boasts a stunning ROI (Return on Investment) of $36 for every dollar spent.
Email marketing is a cornerstone of digital marketing for a good reason — it’s cost-effective, personalized, and targeted way to directly communicate with your audience. A carefully crafted email campaign can deliver the right message to the right person at the right time.
In short, it’s a powerful way to deepen customer relationships, increase brand loyalty, and ultimately boost your bottom line.
Navigating Restrictions with Email Marketing in The CBD Industry
For cannabis businesses, email marketing isn’t as straightforward as it might be for other industries. Due to restrictions or outright prohibitions on cannabis-related content, businesses can’t simply select any popular platform and start sending emails. Constant Contact and SendinBlue, for example, prohibit CBD and THC content, while Mailchimp’s vague policies land it in a gray area.
However, there are other reliable alternatives. HubSpot, Flodesk, and Alpine IQ, among others, offer more lenient policies and robust features that are perfectly suited to the unique needs of the cannabis industry. Some even specialize in cannabis-related businesses like Reefer Mail.
How to Grow Your Email List
The strength of your email marketing lies in the quality and size of your email list. A robust list of interested and engaged subscribers can significantly enhance your marketing efforts. You can grow your list through several strategies:
- Incentives: Offer loyalty program discounts or exclusive content in exchange for email signups.
- Social Media: Leverage your social media platforms to encourage followers to join your mailing list to stay updated.
- Website Signups: Add a signup form on your website or during the checkout process.
- Events and Trade Shows: Capture emails in person at events or industry trade shows.
Keep in mind that obtaining emails should always be consent-based to stay compliant with data protection laws and regulations.
However, there are other reliable alternatives. HubSpot, Flodesk, and Alpine IQ, among others, offer more lenient policies and robust features that are perfectly suited to the unique needs of the cannabis industry. Some even specialize in cannabis-related businesses like Reefer Mail.
Email Marketing Best Practices in the Cannabis Industry
Once you have a healthy list, here are some best practices to maximize your email marketing success:
- Personalize Your Emails: Use customer data to make your emails more personal. This could be as simple as using the subscriber’s name or as complex as tailoring content based on their preferences or purchase history.
- Segmentation: Not all your customers are the same. Segment your email list based on criteria such as purchase behaviour, preferences, or location to deliver more relevant content.
- Deliver Value: Each email should provide value to the subscriber. This could be in the form of educational content, exclusive deals, or product recommendations. Make sure to also send a variety of content and not just the same thing over and over again.
- Test and Analyze: Continually test different elements of your emails, like subject lines, content, and send times. Use the data to inform future campaigns and to understand what resonates with your audience.
Want tips and tricks to help you with your marketing campaign? Check out DriveTraffic’s free Email Marketing cheat sheet.
Let Your Business Bloom
While navigating email marketing in the cannabis industry might require a bit more finesse, it’s a worthwhile investment with a high ROI, enabling you to connect directly with your audience, increase brand awareness, and drive sales. By sowing your seeds into multiple marketing channels and relying on data to guide your path, you’re setting your cannabis business up for a prosperous bloom. Connect with DriveTraffic today and start reaching your customers over email!
- About the Author
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!
