With the global marijuana market about to top the $32 billion dollar mark, there’s no slowing down the number of companies in the cannabis industry. As more people get involved, competition will eventually get fierce as each company tries to outperform the other. Writing strong cannabis marketing emails to get strong ROI is a must. Here are 8 types of emails you could be writing.
1. A Reminder Email
Working in the cannabis field, you might need to help your clients remember you a little more often than people do in other fields. Some companies rely on subscription services to get by, meaning you don’t have to send reminders to your clients to renew their products and services. However, reminders help people to explore your products and services in new ways. If you know that your products have a specific shelf life, you can remind your clients that it could be time to renew or order more. If you want to get feedback, you can remind clients to write you feedback to let you know if you can do better.
Always personalize their emails. Even if you don’t want to get into using their name or personal details, you can always just reference past purchases they’ve made. You’ll connect without making anyone feel awkward or uncomfortable. Make a matrix of your products where you can see when a product will have expired. Set your reminders to go out to clients related to the products they buy. This way, your emails will seem both personal and well targeted to the needs of clients. If you’re looking for tips on how to write this kind of email, contact us.
2. Helpful Updates
If you’re in the cannabis business, you know that the legality and research is always shifting. To ensure that your clients are always in the know of what’s going on with you and with the products in general, send them periodic updates. There could be terms and conditions that have changed. Perhaps their favorite products are not going to be available much longer. Whatever the reason you have for updating them, you could use this as an opportunity to talk about new products or start a sales pitch. If they’ve trusted you to fulfill their needs before, there’s nothing stopping them from trusting you again. All you have to do is give them a reason to reconnect with you.
Every time that things change in a significant way, reach out to your clients to let them know. You’ll have to set the parameters for what merits reaching out but if you’re tracking their movements online, you can see if they seem ripe for an update. You could even use the political climate to help you reach out to your clients. Given that cannabis is an inherently political issue, you could talk about the stress of divisive times. If you’re on the cusp of a big tense congressional election, you could let your clients know of new products that could help relieve some of that tension.
3. Birthday or Anniversary Email
One of the best excuses to reach out to someone is to wish them a happy birthday. Exes do it, estranged family members do it, and even old bosses you wish you could forget will do it. While in some cases it’s flattering, in others, it usually means that somebody wants something. The difference is that when you reach out to your clients for an anniversary or birthday, you could offer them something instead. Rather than just trying to sell your former clients, offer them a free birthday gift. Either they could pay the shipping or you could add it to their basket for free.
Offering a branded item for free on a client’s birthday could be a great way to check your relationship with your clientele. Checking in at a time when they’re excited about life is a great way to catch them on their best day. If you manage to reconnect because of their birthday, graduation, or anniversary, you can check back in at these times of year. You can celebrate your reconnection over and over every single year.
4. Getting To The Point
When you’re dealing with busy people living fast-paced lives, even a cannabis business knows that you should respect peoples’ schedules. While it might be nice to craft a lengthy and interesting email, you should try to always keep it short. A lengthy email is great for customers who engage with you often. They may want to be updated on new products and new ways to use them. However, when you’re trying to win clients back, you need to keep things short and sweet. Make your text simple. Use lots of active verbs. It needs to be easy to read on the go and hit home with clients quickly and easily.
If you feel like you’re struggling to connect in a direct way, answer the who, what, and why of the email. Keep it simple and focused on those three issues. You’re reaching out to a specific segment of your audience, for a specific reason, and you’re trying to offer X. The rest can be up to them.
5. Offer Lots of Deals and Specials
Email marketing really works. It works best when you give your recipients something special in every message. If they’re taking the time to open up your email, you need to jump out of the gate with some great deals. Hit them with a coupon to start this kind of email out. Brainstorm with your team to come up with promotions that you think will connect with your clientele. Remember that timing is everything. Offering a three-day-only sale on Friday afternoon might not be a good idea. Your clients could miss your email and then take the weekend off, thereby making your three-day sale fail.
However, if you choose a time when people are glued to their screens, like Cyber Monday, you could hit a whole lot of home runs. If you offer a flash sale on a day like that, you could get rid of some old stock or products you were hoping to rotate out.
6. The Thank You For Your Support Email
If you’re a new business, you need to be thankful for every day you get to be in business. There’s no industry on the planet that isn’t hard for new companies to get started in. In the cannabis industry, you need to make sure that you show appreciation for every customer you get. Because the cannabis industry is so new, not many people a brand loyalty built up. This is a good and a bad thing. It means you could start a lot of new relationships with people. It also means that you could struggle to build up a faithful audience if other brands are willing to undercut you.
Be open and honest with your clientele. If you’re new and they’re some of your first customers, they’ll be proud to be on the ground floor. Let them know that you depend on their support and they might shop around just to make sure you get to keep thriving.
7. The Heritage Email
Sending an email to celebrate heritage that is important to you and your customers is a must. If you’re proud of who you are or you’re proud on behalf of your clientele, let them know. If you’re in the the middle of a cultural history month, let your clients know that you care about what is important to them. Tell them they’re appreciated and their values are welcome and celebrated. If you or your clientele share a lot of native history, ethnic history, or you’re closed a lot for Jewish holidays, celebrate those cultures. When an event rolls around, let them know you’re celebrating alongside them.
8. The Legal Milestone Email
Because marijuana is such a treacherous subject, you should feel free to celebrate any legal milestones. Sending out a message to let people know that it’s been legalized in one state or another or that, miraculously, it’s federally legal could be an exciting day. While not everyone gets the time or opportunity to celebrate each development, knowing that you could is half the battle. Let your clientele know that your emails have great and historical significance. This will only serve to help bring them closer to you.
Cannabis Marketing Relies on Cleverness
If you’re clever with your cannabis marketing tactics, you could end up outperforming all of the other companies in your area. Email marketing historically has one of the most reliable ROIs of any kind of marketing. However, with people fleeing social media, we might see the rebirth of the email as a place to make more pitches. If you’re working on your next email pitch, check out our consulting services and feel free to ask what we have to offer.