Email Marketing Best Practices for Marijuana Dispensaries
Building a Quality Subscriber List
The foundation of any successful email marketing campaign is a robust subscriber list. But it’s not just about quantity; quality matters too.
Encourage Sign-Ups: Use compelling calls-to-action on your website, social media profiles, and even in your physical store to encourage customers to subscribe. Offer incentives like exclusive deals or valuable content to sweeten the deal.
Permission-Based: Always ensure that your list is built on consent. Unsolicited emails can harm your brand’s reputation and violate regulations. Always provide a clear opt-in and let subscribers know what they can expect in terms of content and frequency.
Ensuring Email Deliverability
The best email campaign is useless if it doesn’t reach the recipient’s inbox.
Avoid Spam Triggers: Certain words, phrases, or formatting can trigger spam filters. Stay informed about these triggers and avoid them in your emails.
Implement Best Practices: Technologies like DomainKeys Identified Mail (DKIM), Sender Policy Framework (SPF), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) can authenticate your emails, ensuring they reach the inbox and not the spam folder.
Understanding Your Audience and Their Goals
A one-size-fits-all approach rarely works in marketing.
Analyze Engagement: Track which emails get the most opens, clicks, and conversions to understand what resonates with your audience.
Survey Your Audience: Occasionally, ask your subscribers for feedback on your emails. What do they like? What do they want to see more of? This direct feedback can be invaluable.
Segmenting Your Audience for Customized Messaging
Different strokes for different folks.
Behavior-Based Segmentation: Segment subscribers based on their past behavior, such as purchase history or engagement with past emails.
Demographic Segmentation: Age, location, or other demographic factors can influence how subscribers engage with your emails.
Personalizing Your Emails
In today’s digital age, personalization is not a luxury; it’s an expectation.
Dynamic Content: Use dynamic content to tailor emails based on subscriber data. For instance, recommend products based on past purchases.
Address Subscribers by Name: This simple touch can make emails feel much more personal and engaging.
Crafting Valuable Content and Enticing Subject Lines
Your email’s subject line is the first thing subscribers see. Make it count.
A/B Test Subject Lines: Test different subject lines to see which ones get the most opens.
Provide Value: Whether it’s a valuable piece of content, an exclusive deal, or just important information, always ensure your emails provide value to the subscriber.
The Importance of a Clear Call to Action (CTA)
Every email should have a purpose, and that purpose should be clear to the subscriber.
Use Actionable Language: Verbs like “Shop,” “Discover,” or “Learn” can prompt subscribers to take action.
Make CTAs Stand Out: Use design elements like buttons or contrasting colors to make your CTAs pop.
Mobile Optimization for Email Campaigns
More and more people are checking their emails on mobile devices.
Responsive Design: Ensure your emails look and function well on screens of all sizes.
Test on Multiple Devices: Before sending out an email, test it on different devices and email clients to ensure it looks good everywhere.
Providing Easy Unsubscription Options
While it might seem counterintuitive, making it easy to unsubscribe can actually benefit your brand.
Respect Your Subscribers: If someone no longer wants to receive your emails, respect their decision. Forcing them to stay subscribed can harm your brand’s reputation.
Learn from Unsubscribes: Occasionally survey those who unsubscribe to learn why they made that choice. This feedback can help you improve future campaigns.
The best practices for email marketing in the cannabis industry are largely the same as in other industries. However, given the unique challenges and opportunities in this field, dispensaries must be especially mindful of regulations, audience preferences, and the rapidly evolving landscape of the cannabis industry.