© 2017 FootTraffik. All rights reserved.
Email marketing is a well-choreographed symphony of subject lines, content, automation, and information hierarchy and is still considered to be on the of the most efficient channels for marketers today. 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed (Forrester Research). Although social media marketing is powerful, you don’t own your channel, and we’ve seen countless cannabis company pages shut down and lose their thousands of fans – You do however own your email marketing list. So, let’s invest some time in cannabis dispensary email marketing, and understand this tool better.
When email marketing began, it wasn’t considered to be effective because having an email was a novelty. It seems quite laughable now, as 92% of adults online use email now, with 61% of adults using it daily. In 1978, DEC sent out the world’s first email blast to a list of 400 potential clients; It resulted in $13 million of sales. Since then, email marketing has developed tenfold into being less of a ‘mass email blast’ and more like what we described above as being a ‘choreographed tactic.’
Don’t be intimidated by our choice to use the word, choreography. It can be daunting, but it’s worth the investment of your time, attention, and resources. Let us tell you why.
This guide will cover the most significant topics to help you optimize your dispensary website for digital success. Learn the fundamental components of Search Engine Optimization (SEO), and how to implement each practice in your SEO campaign.
Considered to be any email that’s sent to your entire subscriber list, direct emails are exactly that – A general email blast This could be a dispensary promotion, an announcement of a new product on the shelf, or simply a ‘hello’ with a dispensary update! Though considered to be ‘general’ you can still increase engagement with this type of email by segmenting your list and including their first name in the email using shortcodes provided by your email marketing software. If you’re not familiar with the idea of segmenting your list, think of it like this: When signing up email subscribers, take note of what they’re interested in. If they sign-up to your email list, maybe automate with a transactional email (see below) and ask them what products or brands they are interested in. That way, you aren’t sending them a promotion that is irrelevant to them. For example, you may annoy a subscriber by sending them an edibles promotion if they’re only interested in tinctures.
Transactional emails will get you through the filters of your customer’s inbox. These are ‘triggered’ emails based on a customer’s action on your website. They might have filled out a form, completed a purchase, abandoned an item in a shopping cart, or simply added themselves to your email list. Since these emails are crafted specifically as a response to an action, they are viewed as most relevant to your subscriber and are therefore more engaging. The primary purpose of this type of email to follow-up on an action and give the customer more information. Companies who market directly to their consumers using transactional emails have seen conversion rates as high as 50% (eMarketer). Take advantage of the high open rates and include a promotional message within the body content of these emails.
About 53% of emails are opened on mobile devices (Campaign Monitor) so, optimizing your campaigns for mobile is greatly important. Perhaps it’s including a map at the bottom of your emails to Google Maps to direct them to your dispensary or its shortening your subject lines to maxing out at 30 characters to ensure the user’s phone displays entire line.
There is an ‘art’ to email marketing. So, to ensure you’re using this channel to yield the best results for your dispensary, we are going to touch on a few rules of etiquette and the current laws regarding email marketing here in the United States
Concerning legality, you’ll want to familiarize yourself with the CAN-SPAM Act of 2003, which is in direct response to the rise of spam in inboxes nationwide. It imposed laws on using deceptive tactics that are “materially false or misleading.” Congress also set conditions for how emails needed to formatted to comply with the new laws. Using a popular email software (see below) is a worthy investment. It not only ensures that you are formatting your emails correctly and including all necessary information but also enables you to design engaging emails and set up email sequences quickly.