As a CBD brand, you know you need to attract new clients as well as keep your existing customers coming back. But you can’t afford to invest your resources into marketing channels that are not going to deliver the results you expect.
Nothing beats email marketing. Not only is it a cost-effective solution, but also the most personal and transactional medium. Let’s look at some specific benefits of using email marketing.
Benefits of Email Marketing for CBD Businesses
You can send emails frequently
As soon as you have captured a lead’s contact information, you can begin to frequently communicate with them via email. Emails allow you to point your subscribers to your website or blog, tell them about a new product you are launching e.g., vape shops and smoke shops, or just update them on what is happening in your store.
This does not mean that you should overwhelm your subscribers with numerous messages each day. The key is to find a balance. Don’t send too many emails, or take so long to send an email that people forget about you.
You can A/B test to optimize performance
The ability to test new messages is vital for marketing. With email marketing, you have the opportunity to change a variety of factors that can influence your customers. For example, you can change your subject lines, color schemes, graphics or offers to see which ones provoke the best response.
Emails are easily shareable
Unlike some other forms of marketing, emails are easy to share. All you need to do is click on the forward button in your email app and share it with your friends. This makes it easy for customers to share your emails with their friends or relatives. Since your audience is already trusted by those close to them, they can help you build credibility for your CBD business and increase awareness of your brand.
Email marketing has low overhead costs
You can easily implement email marketing in your overall marketing strategy at a minimal cost. All you need to do is find an email provider that works with cannabis businesses and create email content that resonates with your target audience.
You will find very few channels that will offer a high return on investment, while still being as affordable as email marketing.
Email marketing allows you to track engagement and sales
The ability to measure user engagement and sales is vital for your success. Email marketing allows you to track different areas of engagement such as when someone clicks on a link in your email.
You can then use this data to measure your customer’s tendencies and customize your marketing so it’s more relevant to them.
Email helps in building brand awareness
As a CBD company, whenever you send an email to your subscribers, you are making them more aware of your brand. This gives you the ability to gain their trust gradually as you transform them from potential customers to loyal patrons.
Tips for Effective Email Marketing for CBD Businesses
1. Send personalized messages
According to research conducted by The Aberdeen Group, 96% of organizations believe that email personalization improves email performance. Further data shows that emails with personalized subject lines have a 26% higher open rate.
Your content also needs to be tailor-made for different subscriber groups. This means that you should send personalized content that is in line with the subscriber’s unique interests, where they are in your sales funnel or their geographical location.
It’s vital that you only send content that is relevant to your subscribers. 74% of online customers are put off by content that does not align with their interests. Segmentation is a great tool to help you send more personalized content.
2. Segment your list
Segmenting your list means dividing your subscribers into groups based on a categorical context. You can segment your subscribers using any of the following criteria:
- Geographical location
- Transactional data such as the last purchase they made from you
- Average amount of money they have spent in your business
- Job titles
- Behavioral data such as the type of content they have interacted with before
Segmenting your email list can increase your email revenue by as much as 760%. This happens because you are able to send relevant content that your subscribers can relate to and engage with.
For segmentation to work, you have to do it right. You have to collect the right data from your subscribers upfront. You can either choose to segment your subscribers based on the data they have provided or do it manually by using separate pages or location-based opt-in lists.
3. Collect your own data
There is an overwhelming amount of information online on how you should do email marketing, how long your subject line should be, when you should send your emails and so on. While some of these tips might be true, it’s important that you find what is best for your business.
No one can know your business and what it needs more than you do. Furthermore, other people’s solutions might not always work for your CBD business. You therefore need an email service that allows for A/B testing. You might even find that multivariate testing is better for you since it allows you to test and compare different versions of the same email to see which one worked better.
4. Respect your customer’s opt-out requests and privacy
You should give your subscribers an easy way to unsubscribe from your mailing list any time they want to. When a subscriber sends in an unsubscribe request, you need to ensure that you not only delete their address from your list, but also make sure that you don’t accidentally add them back.
Remember that people will only engage with content that they can relate to or that which aligns with their interests.
If you ask any CBD business owner that uses email marketing, they will tell you that they wish they had started earlier. This is because email marketing is a valuable tool for all brands, and it has the potential to transform your CBD business.
Email marketing will help you cut costs, save time and engage your audience. The tips we have shared here will help you create effective email messages and easily build trust with your audience. Why not get onboard and see for yourself?