With so many options in the modern digital marketing toolbox, it can be easy to overlook email marketing. But email marketing is still an invaluable tool that still delivers consistent results.
An effective email marketing campaign can turn leads into paying customers and first-time buyers into recurring customers. But executing a successful email marketing campaign is not always easy or guaranteed.
If your dispensary email marketing campaigns are not as successful as you want them to be, it may be tempting to give up. Yet plenty of small businesses have had success using email marketing—and your dispensary should be no exception.
Instead of giving up, you should consider taking some time to retool and rethink your email marketing campaign. Here’s what you need to know about email marketing and how to make it work for your dispensary.
What Is Dispensary Email Marketing?
Email marketing is the process of targeting prospects and customers through email. It can help you connect with customers in order to promote your brand, grow sales, deliver special offers to loyal customers, drive more traffic to your website, and more.
It’s been nearly 50 years since Ray Tomlinson sent the very first email, and today email communication is more popular than ever before.
Why Should Dispensaries Use Email Marketing?
Email marketing works to support your business goals and help you reach your objectives. Looking to boost sales? Raise awareness about an event? Drive more foot traffic to your store?
Email marketing can help you do all of that and more.
There’s no doubt that, when done correctly, email marketing is effective. According to a 2018 study by DMA, every $1 invested in email marketing resulted in a nearly $42 return. But why?
Because more people than ever are constantly plugged into their email inbox through their smartphones. Plus, more people than ever have access to smartphones, mobile internet, and email addresses. By 2023, nearly 4.3 billion people worldwide are expected to have access to an email address.
Emails are a great way to connect with prospects and customers. In 2019, retail emails had an open rate of approximately 13.9% and 38% of American consumers reported being driven to action by a commercial email message last year.
Ultimately, emails are more direct (and effective!) than social media communications, but they’re less intrusive and invasive than SMS messages. People are used to receiving commercial messages through email and seem to prefer it this way—72% of people prefer to receive promotional content through email, as opposed to just 17% who preferred social media.
Dispensary Email Marketing
Email marketing can be put to good use by dispensaries in several different ways.
For starters, it can be used to keep your customers and prospects up to date on special offers and promotions. Have a specific strain on sale this week? Want to remind customers of a weekly or monthly promotion? Let them know about it through an email newsletter!
Additionally, email marketing can also be used to update customers on upcoming events, important information, and new products that you think they should know about.
Email marketing can also be put to use for your customer loyalty and rewards programs. If you have special offers that you would like to offer to repeat customers or if you’re simply just looking to improve the redemption rate of your loyalty program, email should be your go-to means of communication.
What Dispensaries Need To Know About Email Marketing
There are a few things to keep in mind about email marketing that can help to make your campaigns more successful.
You should focus on creating a sequence or cadence of emails to send your subscribers. Email sequences are especially useful for walking your audience through a funnel.
For example, when a new subscriber is added to your mailing list, consider sending them an introductory welcome email. You can follow this up with an email that educates the viewer about a certain product before finishing the sequence with an email containing a special offer or promotion for that product.
Don’t forget to include strong calls-to-action in your emails. Calls to action work to drive action and to push the viewer further down the purchase funnel. Without a call-to-action to direct and encourage them, viewers will be less likely to take the actions you want them to.
Additionally, making the most of data and segmentation can make your email marketing campaigns even more effective. Segmentation is the practice of using customer data to divide your audience into smaller segments that are grouped together based on similarities.
For instance, if you know that a specific segment of your email subscribers prefers to purchase a specific kind of product, you should consider sending them special offers for that product or notifying them of similar or new products.
Want to learn more about effective email marketing tips, techniques, and strategies for dispensaries? Check out the Foottraffik guide to email marketing for dispensaries right now!
What Dispensaries Need To Know About Opt-ins/Opt-Outs
Before starting an email marketing campaign for your dispensary, you should take some time to familiarize yourself with the email and marketing spam laws in your jurisdiction.
The CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography And Marketing Act) of 2003 established federal standards for commercial communications through email. This act works to provide consumers with added protections against unwanted commercial messages like spam and phishing.
You should take care to conduct your email marketing campaigns within the legal framework established by the CAN-SPAM Act. Failure to do so could result in steep fines of up to $16,000 per unwanted email! Additionally, it may also result in negative publicity if those who are receiving unwanted emails go public with their complaints.
To remain on the right side of the law, your marketing emails have to follow certain rules. Your emails must use clear “from”, “to”, and “reply to” language and must avoid using confusing or deceptive language in the subject line. You should also take care to include a physical mailing address with every email.
Additionally, each email must provide recipients with a clear way to opt-out of receiving further marketing messages from you. And if a user opts out, they must be removed from your mailing list within 10 days.