As a cannabis professional, you’re certainly on the lookout for effective ways to connect and build relationships with your leads and customers. Nothing beats email marketing. If you are not using this invaluable marketing tool, you’re missing out on a powerful opportunity.
So, can email marketing make a difference in your business?
There are plenty of statistics that show the benefits of email marketing. Let’s look at a few:
- Email marketing is 40 times more effective in helping you get more customers than the social media platforms Facebook and Twitter combined.
- While only 17% of people prefer to receive marketing content through social media, a whopping 72% prefer to have such content sent through their emails.
- Email marketing is more beneficial than any other form of marketing. It provides an ROI of 122% when done correctly.
- Emails drive in-store visits and online sales. 64% of internet users have printed a coupon from an email.
To give you a better understanding of the importance of email marketing, let’s look at specific benefits of email marketing for cannabis professionals.
Specific benefits of email marketing for B2B cannabis companies
1. Build strong customer relationships
Your customers want to feel valued. They want to connect with you and stay updated on what is happening in your business. It pays to give them what they want.
Other ways of reaching out to your customers — such as snail mail and phone calls — are either time consuming, costly or wasteful. Email marketing is the best way to keep your customers updated.
You can use your emails to send your audience the latest news about your business, your next major event or your upcoming product launch. Since your subscriber willingly signed up to receive information from you, you should not shy away from sending it to them.
2. Develop your unique brand
Whether you are an accountant, legal attorney or marijuana insurance agent, your brand needs to stand out. Email marketing gives you an excellent opportunity to develop your brand since it allows you to reach your customers directly through their inbox. Each email update provides you with a chance to portray a unique image, style and voice.
3. Position yourself as an expert
You can use email marketing to deliver value-packed information to your subscribers. Such information will enhance your appearance in the eyes of your subscribers, making them view you as an expert in your field. This will result in increased trust from your audience.
Email marketing best practices for cannabis professionals
For you to reap the benefits of email marketing and maximize your ROI, it’s important to observe the following email marketing best practices:
1. Ensure your emails are mobile-friendly
People no longer read their emails from their computers alone. These days, a majority of people will use their mobile phones or tablets to access their emails. You should therefore think about how your emails are delivered and how they look when received on different devices.
2. Build your list organically
While purchasing a mailing list might seem an easy solution for growing your business list, it can cost you in the long term. Since the people who are in the purchased list have not expressed interest in your business, they are less likely to open your emails and more likely to mark them as spam.
A better way to grow your list is to allow people to sign up willingly. Find more ways to encourage people to subscribe to your emails by putting a subscribe link on your website and social media profiles. Remember that the more people you have on your email list, the more people you can reach.
3. Automate with drip campaigns
Your contacts require approximately seven to ten touch points before you can convert them to clients. Drip email campaigns present you with a perfect opportunity to nurture those leads that are not yet ready to buy from you.
You can use a drip campaign to send relevant educational content to your subscribers and slowly nurture them until they are ready to make a purchase. You should also provide ways for your subscribers to contact you directly for your services anytime they feel ready.
4. Test your emails
Although you will find plenty of advice on how to use email marketing effectively, you will never know what works best for your audience until you test and track. Keep testing different email campaigns to see how your subscribers respond to them. Test different parts of your email, such as subject lines, call to action, images and text.
Diligently keep a record of the results you get from different approaches and the open and click-through rate for each. You can then use your records to analyse and compare, and decide on the most effective email marketing strategy for you.
5. Repeat your successful emails
If an email marketing campaign you did was successful, there is a high chance that it will also be successful with new subscribers and those who did not buy in the previous campaign. Repeating your successful email campaigns will help you boost sales and also help you understand your prospects better.
You can also resend your emails to those subscribers who did not open them in the first place. Try tweaking the emails a bit when resending them to enhance the chances of them being opened. This will also help you in testing different elements of your emails.
As you can see, email marketing is not a gamble. You need to put in place certain systems and structures to see a good ROI. The tips we have shared above can go a long way in increasing your email open rate and also keeping your customers engaged. Implement them, and you will soon start seeing positive results.
Are you struggling with email marketing? It’s time to call the experts. At Reefer Mail, we specialize in providing email marketing services for cannabis professionals. We have a variety of options you can choose from depending on your needs and budget. Get in touch below