Despite being one of the oldest digital marketing strategies in the book, email marketing still works. According to one recent survey, 59% of marketers said that email marketing was their biggest source of ROI.
Plus, the public has proven to be quite receptive to email marketing. According to a 2016 survey, 73% of millennials prefer their communications with businesses to take place over email. According to another survey from 2018, 59% of respondents indicated that email promotions influenced their purchasing decisions.
This all amounts to a great opportunity for dispensaries to nurture leads and boost sales. But how do you get started with email marketing?
By building an awesome mailing list, of course.
How Do You Build a Mailing List?
A good list is a coveted resource. Ready to build yours?
Start by offering your website and in-store visitors the opportunity to sign up for your email newsletters and promotions.
Whether it’s on your website, your checkout page, your blog posts, or your social media posts, there are many opportunities to drive signups across your digital network. In fact, your dispensary’s website should be one of your primary engines for driving email leads and signups. A non-intrusive pop-up or small CTA (call to action) on your home page can be an effective way of alerting customers to the existence of your mailing list. Additionally, interesting and informative blog posts provide an excellent opportunity to deliver value to your site’s visitors and drive them towards email sign-ups.
Also, don’t forget to offer your visitors a chance to sign up for your newsletter as they check out of your online store. If customers are willing to take advantage of your current deals, there’s a good chance they will be interested in more.
Social media posts can also be a great way to engage people before pushing them further down the funnel towards email conversions. Including links to your signup page in your social media campaigns can effectively drive users towards it. A well-built landing page specifically designed to capture these leads can help to boost the efficiency of social media signups.
In-store, you can ask customers to sign up for your email list during check-in or checkout. Train your budtenders to always offer customers the option to sign up for your VIP list and to sell the benefits of it.
Use Effective Calls-To-Action (CTAs) to Boost Signups
A call to action directs a viewer to immediately take action. Whether you are trying to get someone to call a number, click a link, or sign up for an email list, an effective call-to-action will help to get them there.
You should include CTAs anywhere you offer a signup for your email list. Keep it simple while still getting your message across. Tell viewers exactly what to do and tell them exactly how to do it, preferably with a sense of urgency. Using power words and phrases like “sign up right now” or “sign up today” can inspire visitors to take immediate action.
Legality and Compliance of Your Mailing List
It’s important to always comply with federal guidelines when communicating with customers. Federal regulations such as the CAN-SPAM Act (US), the CASL laws (Canada), and the Privacy and Electronic Communications Regulations (UK) set conditions on marketing communications. While these laws mostly target spammers, businesses still need to operate within their limits so they don’t get flagged.
First and foremost, always ensure that you have express permission to email the people on your list. This means that somebody must specifically give you permission to email them by entering their email address into your sign up form or a subscription pop-up.
Double-opt ins are never a bad idea when building a mailing list. Something as simple as a “confirm” or “agree” checkbox upon signup can provide extra protection from any potential legal troubles.
When sending emails, make sure to identify who the email is from and try to avoid using misleading information in the from name, reply-to address, and subject line. Include your company’s postal address if your country’s regulations require it.
Boost your visibility and make sure you’re top of mind with customers—get your email marketing started as part of a larger digital strategy. Call us at (650) 822-7506 or schedule a strategy session now to get started.
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