Email Marketing Works For Cannabis

For the past two decades email marketing has been an important marketing channel for all kinds of business, big and small. Despite the worry that the arrival of social media marketing and mobile smart devises would make email obsolete we are seeing that email marketing is alive and well.

Companies are still receiving a substantial return on their investment with email and cannabusiness owners would be wise to consider implementing or increasing their email-marketing budget in 2015 and beyond.

What is email marketing and why does it work?

Email marketing refers to sending email messages with the purpose of enhancing the relationship of a business or business owner with its current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements, special promotions and sales to email messages.

As one of the original online marketing channels, email is still the best because it works:

 Here’s why.

  • Email let’s you control the content of your message, who receives it, and when they receive it. This control allows you to personalize messages, engage with your customers and deliver value, which leads to an increase in sales.

Also, when you consider the time, effort and results of the other marketing channels, email has the greatest ROI.

Additionally, email marketing works because it is no longer just about email; it is about delivering value to your customers through informative content and helping them to engage with you through your other marketing channels.

Email marketing works especially well for the cannabis industry because it is a mostly unregulated channel for cannabusinesss owners to use to get their messages across.

Unlike Facebook and Google, which restrict cannabis ads, permission-based email marketing is wide open in regards to pictures of cannabis, descriptions of different marijuana products and your overall messaging.

Keep in mind that there is more to email marketing than simply hitting the send button.

 Successful email marketing campaigns have these three things in common:

1- It is permission-based.

While it may be tempting to lift an email address from your seed-to-sale software, if you are sending sales messages via email without the customer’s permission you not only put your reputation at risk with your customer but you risk being slapped by the FTC.

Because the cannabis industry is new and still slightly controversial, it is under a microscope and the last thing you want to do is violate the U.S. Federal Trade Commission’s CAN-SPAM Act of 2003.

Instead of assuming your prospects and customers want to hear from you, simply ask permission. Make sure you let your prospects and customers know about the benefits of subscribing to your newsletter such as special deals and industry information.

2- It’s full of great content.

The best email campaigns aren’t built around constant sales pitches. Instead, they engage customers through informative content that provides valuable information as well as special offers.

For example, a garden supply store could provide a monthly gardening newsletter with indoor and hydroponic gardening tips and a dispensary owner would do well sharing informative content about the ways in which marijuana works in the body and how the different products can help different ailments.

By providing valuable information you will demonstrate your expertise and create a trusting relationship with your prospects and customers.  As I’m sure you’ve heard before, people like to do business with people they know, like and trust.

Additionally, over delivering value in the form of fresh, relevant and informative content will help you avoid the one-way shouting dynamic that is a sure turn-off to your customers.

3- It’s easy to read on a smartphone.

Hopefully by now you know that mobile is everything. Knowing this, consider the following recommendations before starting your next email marketing campaign.

  • Use a clean and simple design that is responsive and mobile friendly.
  • Write clear and concise copy that immediately gets to the point and use bold headings to break up your sections.
  • Choose fonts that are easy to read.
  • Avoid images that take a long time to download.
  • As email continues to evolve it will still be the number 1 marketing tool for the foreseeable future.  Because of its ability to engage customers on a one-on-one basis, it’s less restrictive nature than social media, it’s ease of use and it’s inexpensive cost, email marketing will give cannabusiness owners more bang for their buck and provide a higher ROI than other marketing channels.