Cannabis Marketing Strategies

Are you ready to supercharge your email marketing strategy? Email flows are the secret weapon that can transform your customer journey and boost your revenue.

By leveraging automation and behavioral triggers, you can create personalized experiences that resonate with your audience.

In this article, we'll dive into 17 of the best email flows that can help you drive growth and engagement and include template flowcharts you can use to create your own.

But before we dive into all 17 flows you need to the customer journey from awareness, to consideration and retention. If we want to maximize sales, we need to understand the buying psychology of each one so that we can know the right thing to say in each.

Stage 1: Awareness

Your customers are aware you exist. They went as far as giving you their email. But they might not be 100% clear on who exactly you are and what you sell.

The primary objective of these sequences is to introduce potential customers to your brand or product. It's about making them aware of who you are and what you offer.

These email flows establish the first connection and set the stage for building a deeper relationship with the potential customer.

A relationship that makes them know, like, and trust us enough to buy.

Stage 2: Consideration

Now that they know about you, the consideration stage is when customers start thinking seriously about whether to buy from you. They're comparing your offer with others, reading reviews, and looking at prices.

This is your time to show them why your product is the right choice. After potential customers are aware of your brand and products, the consideration sequences help potential customers evaluate the benefits of your products, address their concerns, and nudge them closer to a purchase.

Stage 3: Retention & Loyalty

After someone buys from you, your job isn't done. The retention and loyalty stage is about keeping them coming back for more.

This means staying in touch, offering a great customer experience, and letting them know about other products they might like.

If they bought something from you once and had a good experience, they’re more likely to come back, and maybe even tell their friends about you.

Awareness Flows

" The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting. ”

- Bill B.

The primary objective of these sequences is to introduce potential customers to your brand or product. It's about making them aware of who you are and what you offer.

These flows establish the first connection and set the stage for building a deeper relationship with the potential customer.

A relationship that makes them know, like, and trust us enough to buy.

People reading these emails signed up through our pop-up or from a footer email capture form on our website.

1. Welcome Series

We want to use this sequence to create a simple path that turns subscribers into buyers.

Most brands use a discount incentive for first-time buyers, and it’s often a good practice, but it’s not mandatory.

Use this opportunity to introduce your potential buyers to your brand and educate them about your products. Set the tone for what your brand is truly about and keep them engaged to continue receiving emails.

This is usually the first point of contact you have with your potential customers.

Welcome emails have an average open rate of 4x higher and a click-through rate of 5x higher than standard campaigns, making them a powerful tool for engagement and sales.

Key Elements of an Effective Welcome Flow

To create an effective welcome flow, you should focus on providing value, setting expectations, and encouraging engagement. Start by introducing your brand and its unique selling points.

Share your story and mission to help subscribers connect with your values. Offer a special welcome discount or exclusive content to incentivize them to make their first purchase.

Timing and Frequency Considerations

Timing is crucial when it comes to welcome emails. Send the first email immediately after a subscriber signs up to capitalize on their initial interest.

Follow up with a series of emails over the next few days or weeks, gradually introducing them to your products and content. Be mindful of the frequency to avoid overwhelming your new subscribers.

Personalization Strategies

Personalization is key to making your welcome series more engaging and relevant. Segment your welcome flow based on the subscriber's interests, location, or sign-up source to tailor the content to their preferences.

Personalized product recommendations based on their browsing behavior can also be a powerful way to drive conversions.

Use can also use zero-party data collected from your subscribers in your opt-in forms to further tailor information in your welcome emails based on what you know from the subscriber.

2. Site Abandonment Flow

Someone visits your website but doesn’t make it to a product page. Unlike the Browse Abandonment Flow, this one is sent to subscribers who don’t arrive at a product page.

The goal is the same: move them closer to the purchase.

They might have been browsing your homepage and had to leave because their phone rang, or they had to leave for work, or they received an Instagram notification. The list is long.

This flow sits very top of the funnel, so we have to send them content to get them interested in checking out your products.

Consideration Flows

" Good advertising does not just circulate information. It penetrates the public mind with desires and belief. ”

- Leo B.

After potential customers are aware of your brand and products, the Consideration Sequences help them evaluate the benefits of your products, addressing their concerns, and nudging them closer to a purchase.

People who read these emails signed up through your pop-up, through the Checkout opt-in, or are already subscribers in your list.

Then they triggered an event by viewing a product, adding it to their carts, or reaching checkout.

The one exception is the Back In Stock Flow, which triggers after someone gives you their email on an out-of-stock product.

3. Browse Abandonment Flow

Someone views a product in your store but doesn’t continue to checkout. With this sequence, you’ll be reaching subscribers when they’re hotter.

They just saw one of your products but for some reason, they didn’t buy it or even add it to the cart.

Let’s use our marketing knowledge to get those subscribers to happily pull out their credit cards for us.

The goal of this flow is to remind a subscriber about the product(s) they were browsing and move them closer to the purchase.

Personalized Product Recommendations

One of the key elements of a successful browse abandonment email is personalized product recommendations. By analyzing the customer's browsing history and preferences, you can showcase products that are most likely to capture their interest.

This could include items they viewed, similar products, or complementary items that enhance their browsing experience.

Personalized recommendations demonstrate that you understand their needs but also make it easier for them to find what they're looking for.

Creating FOMO with Limited-Time Offers

Another effective strategy for re-engaging window shoppers is to create a sense of urgency and fear of missing out (FOMO). By offering limited-time discounts or exclusive deals, you can motivate them to take action and complete their purchase.

Highlight the scarcity of the offer and emphasize the benefits they'll receive by acting quickly. This approach taps into the psychological principle of loss aversion, where people are more motivated to avoid losing out on a good deal than to gain something new.

4. Abandoned Cart Flow

Someone adds a product to their cart but doesn’t continue to checkout. This one lays one step above the Checkout Abandonment flow.

In this sequence, your subscribers went to one of your products and clicked or tapped the “Add to cart” button, but they didn’t make it to checkout.

Let’s give them a few nudges, shall we? Nearly 70% of online shopping carts are abandoned, resulting in $18 billion in lost sales annually.

Automated abandoned cart emails can help recover these potential sales by reminding customers about the items they left behind and encouraging them to complete their purchases. These emails typically have an average open rate of 45% and a conversion rate of over 10%.

Timing is everything when it comes to abandoned cart recovery. Sending the first email within an hour of the abandonment can capture the customer's attention while their interest is still fresh.

Follow up with a series of emails over the next few days, gradually increasing the urgency and incentives to convert. Experiment with different timing sequences to find the optimal approach for your audience.

To further entice customers to complete their purchases, consider offering incentives such as limited-time discounts, free shipping, or bonus products.

Create a sense of urgency by emphasizing the scarcity of the offer or the potential of the items selling out. Use persuasive subject lines and preview text to grab their attention and encourage them to open your emails.

5. Checkout Abandonment Flow

Someone starts checking out but doesn’t complete the purchase. You’re likely familiar with this sequence and with the pain of seeing someone abandoning their cart in real time and never coming back.

What most people get wrong about this flow is that they make it entirely about the cart, and not about the person paying for the cart.

Read that again.

Yes, a portion of these subscribers abandoned checkout for distraction X, and a simple reminder would do. But 90% of them need extra reasons to buy. They need to get motivated with compelling reasons to buy.

We’ve seen increases in conversion rates of 2-5 times by making these emails less about the cart and more about the person behind the cart.

Personalize the content by including the specific products they abandoned and highlighting their benefits. Use persuasive language and clear calls to action to guide them back to the checkout.

6. Back In Stock Flow

Someone subscribes to receive back-in-stock notifications. Do one or some of your products go out of stock frequently?

If so, instead of leaving your site visitors (and your bank account) disappointed give them the option to enter their emails for a notification when they’re back in stock.

It creates a better customer experience for them and a way to grow your email list for you. Win-win.

This flow needs you to install a widget on your website and it’s made of two events – unlike regular flows.

1. Our site visitors would leave their emails in exchange to be notified when a product is back in stock.
2. The second part of this flow triggers when the product is back in stock.

A must-have flow for products that go out of stock frequently.

The goal is to create excitement and introduce them to other products that are in stock. You can even give them a discount incentive, these emails work great.

The second part of this flow triggers when the product is back in stock. You can send them an email right away when this happens.

The goal here is to play on the consistency psychology principle and tell them that the product that they said they wanted to buy is now in stock.

Retention & Loyalty Flows

" The purpose of a business is to create a customer who creates customers. ”

- Peter D.

After a customer has made a purchase, these email flows focus on retaining them and encouraging further purchases or upgrades.

It's also about enhancing their post-purchase experience, as that’s a critical factor impacting repurchase rates.

The post-purchase experience is crucial for nurturing customer relationships and driving long-term loyalty. By engaging with customers after they've made a purchase, you can reinforce their decision, provide valuable support, and encourage future purchases.

All in all, we’re aiming to increase Customer’s Lifetime Value (LTV). For the most part, these flows are triggered after someone buys from you.

7. New Buyer Flow

Someone places their first order with you. This one might be one of the most underrated flows in 30 years of eCommerce history.

And that’s why we love it.

In email marketing flows, if you do the things that no one else is doing, you’ll stand out and have a special place in your customer’s minds.

Create the best purchase journey to improve the chances that one-time buyers return. Get people to experience and use their products in the best way possible.

Thank You and Order Confirmation Emails

Immediately after a customer completes a purchase, send a thank you email expressing your gratitude for their business.

This email should also serve as an order confirmation, a summary of their purchase details, including the product(s) ordered, shipping information, and expected delivery date.

Use this opportunity to reassure customers that their order is being processed and that you're committed to providing excellent service.

Product Usage and Care Instructions

Help customers get the most out of their purchase, send a follow-up email with product usage and care instructions.

This could include tips on how to use the product effectively, maintenance guidelines, or even creative ideas for incorporating the product into their daily life.

By providing valuable information, you demonstrate your commitment to customer satisfaction and help reduce the likelihood of returns or negative reviews.

8. Returning Customer Flow

Someone places their 2nd order with you (and beyond). We could have just one generic post-purchase flow that treats every buyer the same and we’d still be doing a better job than 90% of brands.

But why stop there?

Let’s have a unique journey for repeat customers that makes them feel special and unique. Also, we know that these customers are already familiar with our products, so it’s simpler to lead them to their next purchase in a compelling way.

Acknowledge their importance and loyalty and find ways to upsell and cross-sell new products.

Cross-Selling and Upselling Opportunities

Post-purchase emails also present an opportunity for cross-selling and upselling different products. Based on the customer's recent purchase, recommend complementary products or upgrades that enhance their experience.

For example, if a customer bought a CBD Tincture for pain relief, suggest a complementary product like a CBD Cream. Use personalized recommendations based on their browsing and purchase history to increase the relevance and effectiveness of your suggestions.

9. VIP Flow: Rewarding Your Best Customers

Your VIP and loyalty program members are the backbone of your business. They are your most engaged, frequent, and high-spending customers who deserve special recognition and rewards.

A VIP program is a great way to keep customers engaged and looking forward to continuing to buy from you. And if you have Klaviyo you have everything needed to automate the lifecycle messages.

You can automatically let customers know once they become VIPs and send them reminders about their perks if they haven’t used them.

All you have to do is define your VIP segment and this flow will trigger when customers join it.

Finally, remember that these are the customers we want everyone to become. So you can also use this flow to collect valuable feedback from them. Not every customer is created equally. By gathering insights exclusively from your best customers you skip some of the “noise” from mass feedback requests.

Designing Exclusive VIP Flows

To make your VIP customers feel truly special, design email flows that are exclusively available to them. These flows should offer premium content and early access to new products or sales.

Consider creating a dedicated VIP newsletter to informe about the latest VIP perks, events, and offerings.

Tiered Rewards and Perks

Implement a tiered loyalty program with a tool like Stamped.io that rewards customers based on their level of engagement and spending.

Each tier should offer increasingly valuable perks and benefits, such as free shipping, exclusive discounts, priority customer service, or invitations to special events.

Use your email flows to communicate the requirements for reaching each tier and celebrate customers when they achieve a new level.

Gamification Elements in Loyalty Emails

Incorporate gamification elements into your loyalty program emails to make the experience more engaging and interactive. Use progress bars, badges, or points to visualize customers' progress toward their next reward or tier.

Use leaderboards or social proof to showcase top performers and create a sense of friendly competition among your loyal members.

10. Winback Flows

You already know it’s cheaper to retain a customer than it is to acquire a new one. This flow takes care of that.

Over time, even your most engaged customers can become inactive. Whether they've lost interest, found a competitor, or simply forgotten about your brand, it's essential to have a strategy in place to win them back.

The Winback email flow is a series of emails sent automatically to a customer who hasn’t purchased from you in a set amount of time. How long should we wait to trigger this sequence?

It will depend on the buying cycle of your products. A CPG brand will not have to wait as long as a brand that sells for example bongs.

Provide compelling reasons for customers to buy from you again. Use enticing offers to recover an otherwise lost customer.

12. Replenishment Flows

For products that are consumable and have a predictable usage pattern, like CBD or THC Gummies, replenishment reminder emails can be a powerful way to encourage repeat purchases.

By anticipating when a customer is likely to run out of a product and sending a timely reminder, you can make the reordering process seamless and convenient.

Someone hasn’t purchased a product from you in X days, where X is less than the average time between orders. E.g if your customers are buying on average every 5 weeks, trigger this at week 3 or 4.

Give customers a chance to easily repeat their last order with one click by splitting Replenishment flows to make them product-specific. This one should trigger before the winback flow.

Calculating Optimal Reminder Timing

To maximize the effectiveness of your replenishment reminders, it's crucial to calculate the optimal timing for each product. Consider factors such as the average usage rate, product shelf life, and customer preferences.

Use data from previous purchases to estimate when a customer is likely to run out of a specific product and schedule your reminder emails accordingly.

Combining Reminders with Cross-Sell Opportunities

Replenishment reminder emails also present an opportunity to cross-sell related products or introduce new items that complement the customer's previous purchases.

For example, if a customer is due for a refill on their cannabis strain, suggest a new flavor they might enjoy or offer a discount on a compatible bong.

By providing relevant recommendations, you can increase the average order value and encourage customers to explore more of your product range.

13. Referral Program Flow

Sent days after someone has bought from you, these emails fit perfectly in the post-purchase sequences.

If you have products that are sold one time or you just want to add another way to acquire customers, a referral program can be a good option.

You’d send these emails after someone buys from you introducing them to your referral scheme and educating them on the program benefits. Very simple.

You can also include an incentive to the referee, the referrer, or both.

If your customer acquisition cost is $20, then giving a $5 discount to the referee and a $5 voucher to the referrer is a no-brainer. You’d be paying $10 for a customer instead of $20.

14. Anniversary And Birthday Flows: Celebrating Milestones

Celebrating your customers' birthdays and anniversaries is a powerful way to build emotional connections and foster long-term loyalty. These special milestones show that you value their relationship with your brand beyond just transactions.

To create effective birthday and anniversary flows, collect customer data by asking them to provide their birth date. It's best to do this in a post-purchase flow as adding this to a popup form can decrease new lead conversion rates.
You also can track their purchase or subscription anniversaries in your database.

Once a subscriber's birthday is approaching, you want to trigger, 1-2 weeks before their birthday, then again on the Monday of their birthday week, and lastly again on the actual day of their birthday.

To give subscribers a discount or offer they can use in celebration of their birthday – which can be used for a few days, a week, or an entire month.

Anniversary emails can commemorate significant milestones in a customer's relationship with your brand, such as their first purchase or subscription renewal. Acknowledge their loyalty and thank them for their continued support.

By incorporating birthday and anniversary flows into your email marketing strategy, you can strengthen customer relationships, increase retention, and drive repeat purchases.

Celebrate your customers' milestones and show them that you appreciate their business every step of the way.

15. Order Delivered Flow

We’re obsessed with creating the best possible post-purchase experience for our client’s brands – and this sequence helps us with that.

First, you’ll need an app that’s capable of integrating with Klaviyo so you can know when an order was delivered and use that as a trigger.

Some examples are Wonderment, Aftership, ParcelPanel, Tracktor or just the native Delivered Order trigger from Shopify.

Thank customers for their trust and create hype for their products. When your customers receive their purchase it is the highest point of excitement they have with your brand. So make it memorable and take advantage of it.

The more emotions and excitement you manage to create, the bigger the spot in your customer’s mind for your brand. This email flow is often overlooked.

16. Product Review Requests: Leveraging Social Proof

A straightforward way to increase the conversion rate of your website is by having more reviews on your homepage and product pages.

Reviews and testimonials are a form of social proof, and we as humans are always seeking ways to satisfy this social proof craving when buying something.

With this sequence, we want to give customers the chance to leave a product review and make it simple.

Timing Your Review Request Emails

You want to give customers enough time to receive and experience your product before asking for their feedback. Depending on the nature of your product, this could be a few days or a couple of weeks after the purchase.

Consider your product's usage patterns and customer behavior to determine the optimal timing for your review request emails.

Incentivizing Customer Reviews

To encourage customers to leave reviews, consider offering incentives such as discount codes, loyalty points, or entry into a prize draw.

This can work to motivate customers who might otherwise be hesitant to take the time to write a review.

Showcasing Reviews in Future Emails

Once you've collected positive reviews, leverage them in future email campaigns. Highlight glowing testimonials, star ratings, and customer photos to showcase the value and quality of your products.

This social proof can be particularly effective in abandoned cart recovery emails, product recommendation emails, and even welcome series to build trust with new subscribers.

17. Sunset Flow

A subscriber joins the unengaged segment because they have not been opening or clicking your emails for 2-3 months.

You can have the most beautiful emails, the best copywriting, and the best strategy, but if your emails are landing in spam then they’re worthless. With Gmail’s and Apple’s recent updates email deliverability has become one of the most important pillars of email marketing.

This flow helps us get rid of subscribers who haven’t been engaging with our emails so that we don’t keep sending them emails and hurt our reputation in front of the email providers’ eyes.

It will trigger when a subscriber enters a dynamic Sunset segment. For example “Has not opened any emails in the last 90 days”.

We want these subscribers to engage with this email so that we know we can continue sending them emails in the future.

Otherwise, we can exclude them from our emails and just try to engage them during special events, like Black Friday or 420.

Template Email Flows: The Easiest Way To Increase Revenue

Email flows have a profound impact on customer engagement and revenue generation. By implementing these 17 email flows, you can create personalized experiences that resonate with your audience throughout their journey.

From making a strong first impression with a welcome series to winning back dormant customers, each flow is crucial in nurturing relationships and driving conversions.

Analyzing customer behavior and preferences to refine your email flows and deliver maximum value and relevance. These email flow templates give you everything you need to build your automated email funnels for your online ecommerce business, including easy-to-follow instructions.

If you need help implementing this email automation flowchart, Maaly's team of email marketing professionals will help you out.

Remember, effective email marketing is an ongoing process of learning and improvement, so keep testing, iterating, and refining your strategies to achieve long-term success.

Email Flow FAQs

How Can I Boost The Revenue From My Email Marketing Efforts?

To enhance your email revenue, consider implementing these strategies:

• Utilize a variety of email workflows beyond standard promotional campaigns.
• Ensure each email is designed to achieve a single specific goal.
• Engage your audience with effective replenishment emails.
• Encourage and reward feedback to boost online sales.
• Occasionally send emails that focus on content other than sales.
• Provide early access to new products.
• Foster a sense of community among your subscribers.

What Proportion of a Brand's Total Revenue Should be From Email Marketing?

Ideally, a brand should generate between 35% to 45% of its total revenue from email marketing. If it's more than 50% it's likely due to an acquisition problem.

What Are Considered The Most Effective Email Flows in Klaviyo?

Some of the top-performing email flows in Klaviyo include:

• Abandoned cart flows to recover potentially lost sales.
• Welcome series to greet and engage new subscribers.
• Post-purchase flows to enhance customer satisfaction and encourage repeat business.
• Back-in-stock notifications to alert customers about product availability.
• Browse abandonment flows to re-engage visitors who didn't make a purchase.
• Lifecycle flows to communicate with customers based on their lifecycle stage.

Do Automated Emails Outperform Non-automated Emails in Terms of Revenue?

Yes, automated emails are capable of generating 320% more revenue compared to non-automated emails. The most successful email marketing strategies often include segmentation (78% effectiveness), personalization (72%), and automation (71%), according to data from Campaign Monitor and HubSpot.

2024 has been a crazy year for email marketing with many email providers like Gmail and Yahoo rolling out new email deliverability changes that have also affected marijuana email marketing strategies.

In an increasingly competitive cannabis industry, effective email campaigns will have an impact on your customer engagement and retention. As regulations evolve and consumer preferences shift, staying ahead of the curve in your digital marketing efforts is crucial to grow your cannabis business and maximize ROI.

We will show you the best strategies to elevate your marijuana email marketing game from choosing the right cannabis marketing platform to optimizing email deliverability, crafting engaging content, and creating a campaign calendar using Chat GPT and segmentation techniques.

Choosing the Right Email Platform for Cannabis Marketing

When selecting an email service provider (ESP) for your cannabis business, you need one that is cannabis-friendly and aligns with your marketing needs.

Many have restrictions on promoting cannabis-related products, which can lead to account suspensions and lost opportunities ^[1].

Marijuana Friendly ESPs

To avoid potential setbacks, here are the best email marketing platforms that explicitly allow cannabis marketing:

1. Klaviyo - Supports both CBD and THC content
2. Mailchimp - Has a vague policy on cannabis marketing, so exercise caution
3. ActiveCampaign - Allows CBD content but prohibits THC
4. Moosend - Accepts both CBD and THC content
5. Omnisend - Cannabis-friendly platform

The best marijuana email marketing platform in our opinion, and the one we recommend to our cannabis & CBD clients is Klaviyo. This is due to its easy-to-install automated email flows, intuitive funnel builder, AI-enhanced list segmentation, and similar email campaign design interface.

Pricing Considerations

Email marketing platforms offer various pricing models, ranging from free plans with limited features to enterprise-level solutions.

ESPs, like Klaviyo and Moosend, provide free trials, allowing you to test the platform before committing to a paid plan ^[3].

However, you need to be careful that you're not automatically upgraded to a plan you don't need. Klaviyo has a reputation for placing you in a plan based on the total amount of email profiles in your account, which can get expensive.

If you're following email marketing best practices for delivery and segmentation you will know you should only be sending to the most engaged profile in your account.

This will decrease the amount of emails you send monthly meaning you can use a lower-priced plan based on the number of emails sent rather than the total number of emails in your account.

Building a Compliant Cannabis Email List

Building a compliant email list is crucial for cannabis businesses to effectively market while avoiding legal issues. Obtaining explicit permission from individuals before adding them to your list and using clear, transparent language about the content they will receive is essential ^[6].

You can use a double opt-in process, where subscribers confirm their subscription via email or text, to ensure genuine interest and maintain a clean list, however, it's not mandatory. Doing this will decrease your list growth as adding additional steps will cause subscription drop-offs.

Segmenting your audience based on demographics, preferences, zero-party data or behavior allows for targeted, relevant messaging that increases engagement. Offering opt-in opportunities across various channels, such as your website, social media, in-store, and events, maximizes subscriber potential.

To ensure compliance, verify the age of website visitors to avoid marketing to minors or individuals in areas where cannabis is not legal ^[7]. Communicate your privacy policy and assure subscribers their information will be handled securely.

Regularly clean and update your list to remove inactive or disengaged subscribers, maintaining a healthy, engaged audience.

Crafting Engaging Cannabis Email Content

Personalization techniques, relevancy, and tailoring content based on the audience's preferences, can increase open rates by 26%. Compelling subject lines are also key, with lowercase and concise messaging being more effective.

When designing your emails, prioritize mobile optimization as 53% of emails are opened on mobile devices. Promotional emails should include clear calls to action and create a sense of urgency to encourage purchases ^[7].

However, it's important to strike a balance between promotional and educational content. Aim for a 30:70 split between the two campaign types.

Providing valuable information about cannabis products, industry news, and how-to guides can establish your brand as a trusted resource. Seasonal campaigns, such as holiday promotions BFCM, or 420 celebrations, can also be highly effective in engaging your audience and driving sales.

By implementing these strategies and consistently delivering relevant, engaging content, you can build strong relationships with your email subscribers and achieve higher conversion rates for your cannabis business.

Create a Marijuana Email Campaign Calendar Using ChatGPT

Now that you are using the best ESP and know how to strategies the content for your emails, you need to create an email campaign calendar. This can be very time-consuming when done manually but thankfully we live in the AI age now.

Use these Chat GPT prompts to ideate and create a draft email calendar for your brand.

Copy and paste each prompt into your Chat GPT account and follow the 'How To Use' instructions.

Email Campaign Master Prompt

        
We are [INSERT WEBSITE]. Google us first.

We're trying to understand our audience better, act as a direct-response copywriter/advertiser and give us 7 pain points they might have that they’re trying to solve with our products, 7 desires they want to achieve when buying our products, 7 motivations they have to buy our products and 7 fears or objections they might have against not buying our products. Don't forget to go deep into the real implications people might have. Get emotional if needed.

Then for each of these points, create one email campaign idea.
        
    

How To Use: Fill in the [INSERT WEBSITE] section with your website address.

Prompt 1

        
I'm pasting actual product reviews for [DESCRIBE PRODUCT/BRAND]. Come up with insights on the real reasons why people are buying this.

[PASTE AS MANY REVIEWS AS YOU CAN]
        
    

How To Use: Fill in [DESCRIBE PRODUCT/BRAND] with specific information about your brand or product going into detail about the target audience, main offering, benefits, and features.

You can add more than one product if you want to create an email content calendar for multiple products in your store. Just be sure to list each.

Fill in [PASTE AS MANY REVIEWS AS YOU CAN] with product reviews from your website or sources like Reddit. Make sure to categorize groups of reviews under each different product list.

Prompt 2

        
Use these insights and match them to the 28 campaign ideas previously created and create an email campaign calendar for a whole month. 4 campaigns a week need to be content driven and 3 campaigns per week need to be promotional driven.
        
    

How To Use: Decide how many campaigns you want per week and adjust accordingly. We recommend a 70:30 split between content emails and promotional emails per week.

Prompt 3

        
You are now a direct-response email copywriter who specializes in [DESCRIBE INDUSTRY/BRAND].

I want you to write copy for each of the email ideas in the content calendar using the below framework.

My ideal customer avatar is [DESCRIBE YOUR IDEAL CUSTOMER PROFILE].

My product is [DESCRIBE PRODUCT].

Draft copy for my [PRODUCT NAME] using the Before After Bridge framework. All the copy needs to be active and at a 6th-grade reading level.

Before: Present my ideal customer’s current life situation with the problem
The Before section needs to be in the form of a headline that grabs the reader's attention. It can be a maximum of 6 words long. Each headline needs to start with a Verb.

Create 5 different variations of the Before headline to choose from.

Next, create 5 different sub-headings to use below the headline that aggravate the problem and cement the need for a solution in the reader's mind. It can be a maximum of 12 words long.

After: Highlight a state of being with my product

The After section needs to paint a picture in the customer's mind of the ideal state of being as a positive if their problem was solved using my product.

Create 3 completely different variations of the after section for me to choose from. Each variation of After needs to be 50 words long.

Bridge: Show them how to get there with my product
The Bridge section needs to show the ideal customer how to get to this ideal state using my product.

Create 3 completely different variations of the bridge section to choose from. Each variation of the Bridge needs to be 25 words long.

Create 3 different calls to action to use after the bridge to encourage readers to click with a benefit promise related to the product if they do. Each needs to be a maximum of one sentence long.
        
    

How To Use: Fill in [DESCRIBE INDUSTRY/BRAND] with information about the niche or industry your brand and products service.

Fill in the [DESCRIBE YOUR IDEAL CUSTOMER PROFILE] with detailed information about who your customers are, demographic data, psychographic information, behavioral data and desired before and after state.

Fill in [DESCRIBE PRODUCT] with as much information about your product including benefits, features and other unique selling points.

Designing Eye-Catching Cannabis Email Templates

When designing cannabis email templates, visual appeal plays a crucial role in capturing your audience's attention. By leveraging the principles of visual hierarchy, you can guide your readers' eyes to the most important elements of your email ^[8].

To create a consistent brand experience, ensure your email templates align with your brand identity. Use consistent color schemes, fonts, and visuals that reflect your brand's personality. Repetition of color schemes and content placement patterns can subconsciously signal your readers to focus on certain information.

The layout of your content blocks should prioritize important elements from top to bottom ^[10]. Place your hero image at the top to instantly communicate the purpose and theme of your email. Use font sizes strategically, with larger fonts attracting more attention and smaller fonts conveying detailed information.

Color contrast is another key factor in differentiating various elements within your email. Choose font colors and CTA buttons that stand out against the background to encourage click-throughs ^[11].

Optimize CTA's to drive conversions by crafting compelling buttons that create a sense of urgency and communicate the desired action as well as benefit. Emails should sell the sizzle (click), not the steak.

Position your CTAs strategically, such as at the tip of an imaginary inverted triangle or the turns of a Z-pattern layout, to naturally guide your readers' attention. Your first button CTA should be above the email fold.

Leveraging Automation for Cannabis Email Marketing

Automated email flows are essential for streamlining cannabis email marketing efforts and driving conversions. By setting up automatic triggers you can nurture subscribers, recover abandoned carts, and re-engage inactive customers.

Here are some key automated flows to consider at each stage of the purchasing journey:

Awareness Stage

The primary objective of these sequences is to introduce potential customers to your brand or product. It's about making them aware of who you are and what you offer.

Email flows in this stage include the Welcome Series and Site Abandonment flow.

Consideration Stage

After potential customers are aware of your brand and products, these email sequences help potential customers evaluate the benefits of your products or services, addressing their concerns, and nudging them closer to a purchase.

They are triggered by viewing a product, adding it to their carts, or reaching checkout and include the Cart Abandonment and Checkout Abandonment flow.

Retention Stage

After a customer has made a purchase, these sequences focus on retaining them and encouraging further purchases or upgrades. For the most part, these flows are triggered after someone buys from you.

Email flows in this stage include the First Timer Buyer, Repeat Buyer Winback and Replenishment flows.

Segmentation and Targeting Strategies

Segmenting your audience based on customer purchase history, preferences, intent date, zero-party data, and loyalty program tiers allows for targeted email campaigns that resonate with each group.

Analyzing customer purchase history provides valuable insights into product preferences and buying patterns. This information enables you to tailor your email content and product recommendations to each segment, increasing the relevance and effectiveness of your campaigns ^[7].

Understanding your subscribers' preferences and interests is crucial for crafting engaging email content. Segment your audience based on factors like consumption methods or desired effects.

The best is to use zero-party data you've collected from subscribers so you can deliver personalized content that aligns with their specific interests.

By combining these segmentation strategies you can create highly targeted email campaigns that resonate with your audience, drive conversions, and foster strong customer relationships in the competitive cannabis market.

Optimizing Email Deliverability for Cannabis Businesses

To maximize the chances of your marijuana email marketing campaigns reaching your subscribers' inboxes, it's so important to focus on email deliverability. This involves implementing best practices like IP warming, domain authentication, and maintaining a clean email list.

Maintaining good list hygiene along with a regular campaign cadence is key to avoiding spam traps, reducing bounce rates, and improving overall deliverability.

By following these best practices and staying up-to-date with the latest deliverability trends, you can optimize your cannabis email marketing campaigns for success and reach more of your target audience ^[18].

Measuring and Optimizing Email Performance

You need to track key metrics to identify what's working and continuously optimize your strategy. By monitoring open rates, click-through rates (CTR), and placed order rates, you can gain valuable insights into the effectiveness of email strategy and be able to double down on whats working.

Typically what we see for a good open rate is above 50%, with a CTR of 3% and a placed order rate of around 1%. However, these metrics can vary significantly depending on the target audience and offer in your emails ^[19].

Key Metrics to Track

1. Open Rate: Measures the success of your subject line among recipients who saw it in their inboxes. To improve open rates, refine your list segmentation, personalize subject lines, and add an element of mystery.
2. Click-to-Open Rate (CTOR): Indicates how well the content inside your email resonated with recipients who opened the message. Aim for a CTOR between 10-15% for opt-in lists. To improve CTOR make the offer inside the email more tempting and relevant.
3. Click-Through Rate (CTR): Evaluate the overall performance of your email campaign, taking into account factors like list segmentation, subject line, content, and call-to-action (CTA). Work on improving all elements of your email to boost CTR.
4. Unsubscribe Rate: Reflects the relevance of your campaign to recipients. Keep this metric under 1% by sending targeted, personalized content to segmented lists.

A/B Testing

Conducting A/B tests allows you to compare two versions of an email element, such as the subject line, CTA, design, and offer to determine which performs better ^[21]. By testing different variations and analyzing the results, you can optimize your campaigns for maximum engagement and conversions.

Continuous Improvement

Regularly monitoring your email marketing metrics and conducting A/B tests will help you identify areas for improvement and make data-driven decisions.

Continuously refine your segmentation, personalization, and content strategies based on the insights gained from your performance data to ensure your cannabis email marketing efforts remain effective and engaging.

By tracking essential metrics, conducting A/B tests, and continuously optimizing your campaigns, you can maximize the impact of your cannabis email marketing strategy and achieve your business goals.

Staying Ahead of Cannabis Email Marketing Trends

As the cannabis industry continues to evolve, email marketing strategies must adapt to stay ahead of the curve. By embracing interactive emails, AI-powered personalization, and privacy-first approaches, cannabis businesses can effectively engage their audience and drive conversions ^[22].

Interactive emails, such as those with embedded videos, quizzes, or polls, can boost engagement and make your content more memorable.

AI-powered personalization takes this further by analyzing customer data to generate tailored content that resonates with individual preferences.

This level of personalization can significantly improve your key metrics and overall campaign performance.

However, as privacy concerns grow, it's crucial to adopt privacy-first strategies in your email marketing efforts. This includes obtaining explicit permission from subscribers, using clear and transparent language about the content they will receive, and ensuring compliance with relevant regulations.

By prioritizing privacy and building trust with your audience, you can foster long-lasting relationships and maintain a strong reputation in the cannabis industry ^[21].

Marijuana Email Marketing Is a Skill

Email marketing has proven to be a game-changer for marijuana businesses looking to boost customer engagement and drive sales.

By implementing the strategies discussed, such as choosing the right platform, building a compliant list, crafting engaging content, and leveraging automation, businesses can create email campaigns that resonate with their audience and yield impressive results.

To generate predictable recurring revenue, marijuana businesses, whether that's dispensaries or online e-commerce, need a solid email marketing strategy that fosters customer retention.

Maaly can help create an email retention system tailored to your needs. By focusing on the strategies mentioned plus others from our client-only vault, cannabis companies can build strong relationships with their customers and stand out in an increasingly competitive market.

Remember, success in marijuana email marketing is an ongoing process that requires consistent effort, analysis, and refinement to achieve long-term growth and sustainability.

Are you tired of your emails landing in the spam folder or worse, not reaching your customers? Email deliverability issues can be a major headache for ecommerce brands in the cannabis industry because most don't know how to create an email campaign cadence and protect their domain reputation.

If your deliverability is in the toilet, don't worry; improving your email deliverability is entirely within your control.

We'll guide you through the latest email deliverability best practices and strategies to help you navigate the ever-changing landscape of email marketing rules. From setting up authentication protocols and maintaining a clean email list to creating engaging content and optimizing your send frequency.

So buckle up and get ready to master the art of email deliverability for your cannabis or CBD ecommerce brand.

Why Email Deliverability Matters

Email deliverability is crucial for cannabis ecommerce brands looking to reach and engage their audience. With an average return on investment of $38 for every dollar spent, email marketing offers a highly cost-effective way to connect with customers and drive sales ^[1].

However, poor email deliverability can significantly hold back the success of your campaigns, leading to lower open rates, click-through rates, and ultimately, reduced conversions.

If no one is reading your emails because they're in spam, you're not going to make money.

When your emails consistently end up in the spam folder or go undelivered, you also miss out on opportunities to connect with your audience and foster loyalty.

Moreover, poor email deliverability can harm your sender reputation, making it even more challenging to reach your subscribers in the future. Email service providers (ESPs) use complex algorithms to determine whether an email should be delivered to the inbox or filtered into the spam folder. If your emails frequently bounce or are marked as spam, your sender reputation will dive.

Key Factors Influencing Deliverability

Sender Reputation

Your sender reputation is one of the most critical factors that influence email deliverability. Internet Service Providers (ISPs) assign a reputation score to your sending domain based on your email-sending practices and how recipients engage with your emails.

A good sender reputation increases the likelihood of your emails being delivered to the inbox, while a poor reputation can result in your messages being filtered into the spam folder or blocked entirely.

To maintain a positive sender reputation, focus on sending relevant, valuable content to engaged subscribers who have explicitly opted in to receive your emails ^[2].

Regularly clean your email list by removing inactive or invalid addresses, and promptly remove subscribers who request to opt-out.

User Engagement

User engagement metrics, such as open rates, click-through rates, and spam complaints, play a role in determining your email deliverability. ISPs monitor how recipients interact with your emails to assess the relevance and value of your content ^[3].

High engagement rates, such as high open and click-through rates, signal to ISPs that your emails are valuable to your subscribers and they want to receive your emails ^[4]. On the other hand, low engagement rates or a high number of spam complaints can negatively impact your deliverability.

To improve user engagement, segment your email list based on subscriber preferences and behavior, and tailor your content to each segment. Consistently provide relevant, timely, and valuable information to keep your subscribers engaged and maintain a positive reputation with ISPs.

Email Content

The content of your emails can also affect deliverability. Spam filters analyze email content to identify potential spam messages based on specific triggers, such as excessive use of sales-oriented language, all-caps text, or misleading subject lines ^[6].

They also look at the number of links in your email and the ratio between images, text, and HTML code. Emails made of image slices are much more likely to land in spam.

To avoid triggering spam filters, use clear, concise language and avoid overusing sales-oriented phrases or excessive formatting. Ensure that your subject lines accurately reflect the content of your emails and do not mislead recipients ^[8].

Additionally, maintain a healthy text-to-image ratio in your emails, as emails with excessive images or minimal text can be flagged as potential spam.

By focusing on these key factors - sender reputation, user engagement, and email content - you can significantly improve your email deliverability and ensure that your messages reach your subscribers' inboxes.

Latest Updates in Email Marketing Rules

In February 2024, Google rolled out new email marketing rules designed to keep unwanted bulk email messages out of users' Gmail inboxes ^[25].

These changes are part of Google's ongoing mission to reduce spam and ensure that senders follow best practices. Yahoo is also implementing the same new email marketing rules.

The new requirements include setting up DKIM email authentication, DMARC for security, sending from your own sending domain, using one-click unsubscribe, and keeping your spam complaints under 0.1%.

A spam rate of 0.3% or higher will severely impact your deliverability - your messages might be rejected or sent to spam. Google provides a free tool, Google Postmaster Tools, to monitor spam complaints and sender domain reputation.

Google's New Requirements

Google's rules make it harder for senders to hide who they are by requiring email authentication from senders as well as security and spam tracking. The four main requirements are:

1. Set up DKIM (DomainKeys Identified Mail) email authentication to ensure no one tampers with your messages after you send them.
2. Set up DMARC (Domain-based Message Authentication, Reporting & Conformance) for security, telling email providers what to do with your email messages when they receive them.
3. Set up SPF records (Sender Policy Framework) to authenticate the sending mail server you are using is authorized to send emails on your behalf
4. Send from your own domain rather than a shared domain provided by the email marketing platform.
5. Use an obvious one-click unsubscribe link in any email marketing message you send.
6. Keep spam rates below 0.3%

Impacts on Bulk Senders

The new rules apply to bulk senders, which Google defines as someone who sends more than 5,000 messages in a day. Yahoo has no minimum volume threshold.

Google counts the sending quantity based on the number of messages sent from the same primary domain and all its subdomains. Only emails sent to personal Gmail accounts will be rejected, while messages sent to Gmail users who access their email through a Google Workspace account won't be affected.

These changes started to take effect in February 2024, and message rejection errors will start appearing in April. Beginning June 2024, bulk senders with a user-reported spam rate greater than 0.3% will be ineligible for mitigation.

Cannabis businesses investing in email marketing should adhere to the new requirements from Google and Yahoo, as it's highly likely that other email providers will launch similar requirements in the ongoing battle against unwanted messages.

Strategies to Maintain & Improve Email Deliverability

If you find your engagement rates are dropping below 20% for open rates and 1% CTR, there is a good chance you're being sent to spam and your customers are not seeing your emails.

One key strategy to prevent this from happening is maintaining email list hygiene by ensuring the list is filled with engaged subscribers. Setting up a "sunset unengaged flow" helps remove inactive subscribers, maintaining list health automatically.

Segmenting your email list based on behavior and habits leads to higher engagement rates and conversions. By sending targeted emails based on segmentation filters such as engagement, products viewed, and location, cannabis brands can improve metrics like open rates, click-through rates, and conversions.

Prioritizing text over images in emails improves deliverability ^[4]. A monthly suppression of unengaged subscribers ensures ongoing list cleanliness ^[5]. Better deliverability is achieved through clean email list practices and effective segmentation ^[8].

Authentication Protocols

Implementing authentication protocols is essential for improving email deliverability. Setting up DKIM (DomainKeys Identified Mail) ensures no one tampers with your messages after you send them and DMARC (Domain-based Message Authentication, Reporting & Conformance) enhances security by telling email providers what to do with your email messages when they receive them ^[25].

Sending from your dedicated domain rather than a shared domain provided by the email marketing platform is another crucial aspect of landing in customers' inboxes as there is better brand identity and trust. A dedicated domain gives you full control over your sender's reputation.

As you build a strong reputation for your dedicated domain, ESPs are more likely to trust your emails, resulting in improved deliverability rates and easier monitoring using tools like Google Postmaster Tools to provide valuable insights specific to your domain.

While it requires more upfront investment and effort, a dedicated domain provides long-term stability for your email marketing efforts and it allows you to build a consistent and reliable sending infrastructure.

DKIM

DKIM uses public key cryptography to sign your emails digitally. In layman's terms, DKIM ensures no one tampers with your messages after you send them. This includes the content of your messages and any attachments.

DKIM protects your business by keeping malicious actors from impersonating you and your sender domain ^[40].

SPF

SPF (Sender Policy Framework) is a seasoned protocol that lets domain owners enlist which mail servers are authorized to send messages on behalf of their domain.

This works by creating a TXT-type SPF record that includes all the mail servers along with syntaxes that give details and instructions to recipients' mail servers ^[37].

SPF allows the recipient's mail server to check whether an incoming email originated from an authorized IP address for the sending domain. It helps prevent email spoofing.

DMARC

DMARC is built on SPF and DKIM to operate as a framework for domain owners to specify how to check the From: field presented to end users. It directs a receiving mailbox on the handling and reporting of emails failing DKIM and/or SPF checks.

The relationship between SPF, DKIM, and DMARC is characterized by their complementary nature and triangulation of authentication. This means that if one protocol encounters a failure, the remaining protocols can take care of the assessment and authentication to shred off the efforts made by threat actors ^[42].

Engaging Content Creation

Crafting engaging and relevant content your audience cares about is key to keeping subscribers interested and reducing unsubscribe rates. Providing value in every email, whether through exclusive deals, informative content, games, or loyalty rewards, helps maintain engagement.

Create an email campaign calendar with a regular cadence that your audience gets used to. If they know that you send out engaging emails every 2nd day, and they're valuable to readers, it'll help establish brand loyalty and readership.

Email marketers should aim to achieve a 60:40 split between content and promo sales emails. You can do this by developing a series of educational emails about cannabis & CBD, covering topics like health benefits, usage tips, and the latest research, positioning your brand as a knowledgeable resource.

Then you can update subscribers about new product benefits, launches, updates, and sales to generate revenue.

Personalizing promotions based on past purchases and sending targeted offers to specific segments enhances the relevance of your emails. Featuring customer stories and testimonials provides social proof and makes your brand more relatable.

By focusing on email list hygiene, segmentation, authentication protocols, and engaging content creation, cannabis ecommerce brands can significantly improve their email deliverability and overall campaign performance.

Personalize Email Content

Personalization is more than just adding the recipient's name to the subject line or greeting. By leveraging demographic and behavioral data, you can tailor your content to resonate with each segment of your audience.

For example, if you're promoting a product you can create a segment of subscribers who viewed that product category and/or similar ones in the last 90 days. Use a subject line aimed at creating a sense of urgency or FOMO (fear of missing out) by emphasizing exclusivity, scarcity, and time-sensitive offers.

However, be cautious not to overuse spam keywords like "limited time" or "sale" in your subject lines. Instead, focus on crafting clear, compelling subject lines that accurately reflect the content of your emails ^[52].

Welcome emails are a great opportunity to engage new subscribers and create a personalized experience making a positive first impression. Welcome emails have an average open rate 4x higher and a click-through rate 5x higher than standard email campaigns.

Collect zero-party data when a new subscriber opts into your list and use that information to tailor the content they get in the first email of the Welcome Flow. For example, if you sell CBD products ask new subscribers what problems are they looking to solve. It could be pain management, anxiety, insomnia etc. You can they use that to address their issues and position your products as they solution in your Welcome emails.

Building and Maintaining a Clean Email List

Maintaining email list hygiene is one of the most important things cannabis ecommerce brands can do to ensure their messages reach subscribers' inboxes.

Ensuring you're only emailing engaged subscribers, based on activity signals such as open rates, click-through, on-site activity, and shopping activity of the brands' products, is key.

A monthly suppression of unengaged subscribers ensures ongoing list cleanliness ^[5]. Better deliverability is achieved through clean email list practices and effective segmentation.

You can suppress these unengaged subscribers automatically by setting up a sunset unengaged flow to help remove inactive subscribers and maintain list health.

Provide straightforward and easy-to-find options for subscribers to opt out of your messages. Compliance with anti-spam regulations is crucial, and offering an easy unsubscribe opt-out process builds trust with your audience.

By focusing on permission-based marketing and regular list cleaning, cannabis ecommerce brands can significantly improve their email deliverability and overall campaign performance.

Permission-Based Marketing

Building an opt-in list for cannabis email marketing requires careful consideration. Retail dispensaries must contend with regulations before getting into CAN-SPAM and TCPA regulatory guidelines, which protect consumers' rights and privacy.

To opt-in is to give consent and choose to participate in receiving communications from a brand around events, promotions, and phone, SMS, and email communications ^[46]. Most businesses use software to track marketing opt-ins, as consumers need to be able to revoke their consent at any time by law.

Always seek explicit permission from individuals before adding them to your opt-in list. Use clear language to inform them about the content they will receive and how frequently. Identify your business, the nature of your message, and potential additional fees.

Mobile Responsiveness

With 53% of emails being opened on mobile devices, optimizing your cannabis email marketing campaigns for mobile is a must. You should be designing your emails for mobile first and desktop second.

To ensure your emails are mobile-friendly, prioritize placing the most important information above the fold so that subscribers don't have to scroll to click.

When designing your emails, use a responsive template that automatically adjusts to different screen sizes. This ensures that your content is displayed correctly, regardless of the device being used. Keep your subject lines concise and compelling, as they are often truncated on mobile devices.

CTA buttons should be easily tappable on a mobile screen, with enough space around them to avoid accidental clicks. Use a clear and contrasting color for your CTAs to make them stand out.

Test your emails on various mobile devices and email clients to ensure they render correctly. This helps identify any issues with layout, images, or links, allowing you to make necessary adjustments before sending.

Optimizing Email Send Frequency

Finding the right email send frequency is crucial for engaging your cannabis audience without overwhelming them. Striking a balance between staying top-of-mind and avoiding subscriber fatigue is key to maintaining a healthy email list and achieving better deliverability.

This used to be sending out a monthly or biweekly newsletter to your whole list but in 2024 you can no longer do this. Your customers' inboxes are a fight for attention and if you're not always top-of-mind your competitors will be.

In 2024 you need to be sending a minimum of three email campaigns per week to different list segments; better would be one per day. This keeps potential customers engaged, and your brand products top of mind, and establishes a strong sending frequency for better deliverability.

The key to not annoying your audience is to use different segments for each campaign and exclude those subscribers who clicked on the previous email campaign.

During peak seasons or special promotions, it's acceptable to email to your largest engaged list every day until the sale is over.

Landing In Spam; This is What You Need to Do

Cannabis email marketing can be highly effective, but it also comes with its own set of challenges. Two of the most common issues faced by cannabis businesses are high spam rates and low open rates. If this is you, this is how you can improve sender reputation and get out of spam.

High Spam Rates

To reduce the likelihood of your emails being marked as spam, avoid using overly promotional language, excessive exclamation marks, and all-caps text. Instead, focus on providing value using clear, professional language and only send to audiences that have engaged with your emails in the last 365 days maximum.

Additionally, make sure to use a reputable email service provider that is cannabis-friendly and has high deliverability rates, such as Klaviyo.

Maintaining a clean email list is also crucial for avoiding high spam rates. Regularly remove inactive or invalid email addresses, as sending emails to these addresses can lead to a poor sender reputation and increase the chances of your emails being flagged as spam ^[67].

Low Open Rates

Another common challenge is low open rates, which can indicate that your subject lines are not compelling enough or that your emails are not reaching your subscribers' inboxes.

To improve your open rates, craft clear and concise subject lines that accurately reflect the content of your email. Use personalization techniques, such as including the subscriber's name, to make your emails more engaging. Use subject lines that create mystery and intrigue.

Timing is also key when it comes to open rates. Experiment with different send times and days to determine when your subscribers are most likely to engage with your emails. Use A/B testing to compare the performance of different subject lines and send times, and adjust your strategy accordingly.

Tools and Technologies to Aid Deliverability

Leveraging the right tools and technologies can help to optimize your email deliverability and ensure messages reach subscribers' inboxes. Two essential categories of tools that can significantly enhance deliverability are email verification services and analytics tools.

Email Verification Services

Email verification services play a vital role in maintaining the health and quality of your email list. These services help identify and remove invalid, inactive, or potentially harmful email addresses, reducing bounce rates and improving overall deliverability ^[79].

By regularly cleaning your email list using verification services, you can minimize the risk of being flagged as a spammer by ISPs and protect your sender reputation. You can also monitor your inboxing rates with deliverability tests.

Some popular email verification services that cannabis businesses can consider include:

1. NeverBounce
2. ZeroBounce
3. Kickbox
4. BriteVerify
5. GlockApps

These services offer features such as real-time email validation, bulk email list cleaning, and integration with various email marketing platforms, making it easier to maintain a clean and deliverable email list.

Analytics Tools

Analytics tools are another essential component of a successful email deliverability strategy. These tools provide valuable insights into the performance of your email campaigns, allowing you to track key metrics and how they relate to other software tools in your tech stack.

By monitoring these metrics, you can identify areas for improvement and optimize your email content, subject lines, and sending frequency to enhance engagement and deliverability.

Some popular analytics tools that cannabis businesses can leverage include:

1. Maaly Hubb
2. Google Analytics
3. Litmus
4. Return Path
5. 250ok

Incorporating email verification services and analytics tools into your email marketing strategy can significantly improve your deliverability and help you build stronger relationships with your subscribers.

By ensuring that your emails are reaching the right people and monitoring their performance, you can maximize the impact of your email marketing efforts and drive better results for your cannabis business ^{[83] [84]}.

Common Pitfalls to Avoid

When navigating the complex landscape of email marketing for cannabis & CBD brands, it's crucial to be aware of common pitfalls that can hinder your success. Two significant mistakes to avoid are purchasing email lists, ignoring spam rates, and unsubscribing options.

Purchasing Email Lists

Buying email lists may seem like a quick way to expand your reach, but it comes with serious risks. Reputable email marketing services don't allow sending emails to purchased lists ^[85]. Moreover, good email address lists aren't for sale, and if they are, they've likely been spammed extensively.

Sending emails to a purchased list means the recipients don't know you and are more likely to mark your messages as spam. This will harm your email deliverability and IP reputation. Violating the rules of consent under GDPR can also lead to legal consequences ^[87].

Ignoring Unsubscribe Options

Another critical mistake is neglecting to provide clear and easy unsubscribe options in your emails. The CAN-SPAM Act legally requires including a way for recipients to opt out of future emails. Failing to do so can result in penalties and damage to your brand's reputation ^[90].

Unsubscribe links help maintain a clean and engaged email list by allowing uninterested subscribers to remove themselves. This improves your email deliverability and sender reputation.

Focus on organically growing an engaged email list and respecting subscribers' preferences are key to achieving long-term success in this dynamic industry.

Future Trends in Email Deliverability

Embracing emerging technologies and staying attuned to shifting consumer preferences will be crucial for cannabis brands aiming to maintain a competitive edge in their email marketing efforts.

One significant trend on the horizon is the increasing adoption of artificial intelligence (AI) and machine learning in email marketing. These technologies enable more sophisticated personalization, allowing brands to deliver highly targeted content based on individual subscriber behaviors and create more campaign templates faster ^[91].

Another key trend is the growing emphasis on interactivity within email content. Using AMP emails brands can set these interactive elements within email designs boosting engagement.

Incorporating interactive elements such as polls, quizzes, and embedded videos can foster a more immersive experience ^[92]. Cannabis brands that embrace interactive email content will likely see improved open rates, click-through rates, conversions, and overall customer satisfaction.

Finally, prioritizing text over images in emails, maintaining a healthy text-to-image ratio, and employing techniques like including a primary tab footer will help ensure that even image-heavy emails land in subscribers' primary inboxes.

By staying attuned to these future trends and continually refining their email marketing strategies, cannabis brands can position themselves for success in an increasingly competitive landscape.

The Conclusion To Email Deliverability

In conclusion, achieving A+ email deliverability for cannabis & CBD ecommerce brands requires a multifaceted approach that combines best practices, strategic planning, and continuous monitoring.

By focusing on key elements such as maintaining a clean email list, segmenting subscribers based on zero-party data, behavior and habits, and prioritizing text over images, businesses can significantly improve their email performance metrics.

Regularly cleaning unengaged subscribers through techniques like a sunset flows and monthly suppressions ensures ongoing list health and better deliverability.

As the industry continues to evolve, businesses that remain committed to email deliverability best practices will be well-positioned for long-term success in their email marketing efforts.

You're losing revenue if you have poor deliverability and your emails are being sent to spam. We’ve helped dozens of brands improve their cannabis email deliverability with our Klaviyo email deliverability protocol to get out of spam within 90 days. Schedule a consultation to start the process.

Are you tired of relying on discounts to drive email marketing sales? While slashing prices may provide a temporary boost, it's not a sustainable long-term growth and profitability strategy.

As email marketers, we need to focus on marketing strategies to increase sales that deliver real value to our subscribers and encourage them to make purchases without eroding profit margins.

In this article, I'll share 8 effective email marketing strategies to help you increase email marketing sales and revenue without resorting to constant discounting.

From leveraging content marketing and social proof to bundling products and emphasizing scarcity, these proven email marketing tips will enable you to boost sales while maintaining healthy profits.

Focus on Value Instead of Price

Ever feel like you're caught in a race to the bottom, constantly dropping prices to stay competitive? Dropping your prices is the most expensive way to acquire customers.

Imagine two e-commerce brands - one constantly slashes prices, hoping for a sales surge while the other focuses on adding value and delighting customers. Guess which one wins in the long run?

Instead of just sending sales emails, take one benefit of your product and create an email campaign focusing on that one aspect. Demonstrate to your subscribers how your products will improve their lives.

And this benefit doesn't have to always be a practical benefit. It could be that your products are fun to use, and bring people together or other aspects that create emotions.

Competing on price is just a race to the bottom. Compete on value instead because many brands just don't know how to. By focusing on your brand's unique practices, you'll attract customers who share your values. Forget your competitors and focus on why you and your products are so great.

Implement Loyalty Programs

Loyalty programs are a powerful way to boost email marketing sales without relying on discounts. Instead of just offering price cuts, consider rewarding your loyal customers with exclusive experiences and benefits.

For example, imagine a CBD gummy subscription service that offers virtual consultations exclusively for its loyal members to find which CBD gummy is best for you. By providing unique experiences, customers feel valued and are more likely to stick around.

Another effective strategy is to create reward tiers based on customer loyalty. The more a customer engages with your brand or makes purchases, the higher tier they reach, unlocking even better perks. This gamification element keeps customers excited and motivated to continue buying from you.

Remember, exceptional customer service can justify a premium price tag. Focus on providing top-notch support, answering queries quickly, and creating a seamless experience. When customers know they can rely on your brand for ease and convenience, price becomes less of a deciding factor.

Leverage Content Marketing

Content marketing is a powerful strategy to increase email marketing sales without relying on discounts. By creating valuable, informative content, you can educate your audience about your products and build trust with potential customers.

Here are two effective ways to leverage content marketing in our email campaigns:

1. Create Educational Content

Investing time and resources into creating educational content can pay off big time.

For example, if you sell smoking accessories such as bongs, creating helpful videos about how to use your products, special tips to get the most out of a bong session and how to clean your bong can boost customer confidence in their ability to use your products.

When customers feel empowered by your brand's expertise, they're more likely to make repeat purchases. You can use these videos on your website to create shopping video funnels with platforms like Tolstoy and embed them in your email campaigns.

2. Engage with User-Generated Content

User-generated content (UGC) is a goldmine for increasing desire for your products. Social proof via rough UGC is a powerful psychological trigger that you should be using to increase email sales.

By showcasing customer photos, reviews, and testimonials, we demonstrate that real people love and use your offerings. Potential customers can picture themselves enjoying the same benefits, which enhances conversions. Leveraging UGC also helps build a sense of community around your brand.

By focusing on providing value through educational content and leveraging the power of social proof with UGC, you can attract customers who appreciate our expertise and trust your brand.

Content marketing allows you to stand out from competitors who solely rely on discounts, positioning yourselves as industry leaders that customers can rely on for quality products and helpful information.

Emphasize Scarcity and Urgency

Limited-time offers and limited quantities are powerful tools to drive that fear of missing out (FOMO) and boost email marketing sales without relying on discounts.

By leveraging scarcity and urgency in your cannabis email campaigns + social proof, we can create a sense of excitement and encourage customers to take action quickly.

1. Use Limited-Time Offers

Implementing time-sensitive promotions is an effective way to increase sales by communicating the limited timeframe, customers feel compelled to act quickly before the offer expires. This urgency can lead to a surge in sales without significantly reducing your prices.

2. Promote Limited-Edition Products

Releasing limited-edition products is another strategy to drive demand and increase revenue by emphasizing the scarcity of these items. Create a sense of exclusivity and desirability and customers are more likely to make a purchase knowing that the product may not be available for long.

When utilizing scarcity and urgency tactics, it's essential to strike a balance. You don't want to overuse these strategies and risk losing credibility with your audience.

Important: We've found the best is to do a limited product drop once every quarter. Create an email campaign strategy to build hype and then drop a new product or limited edition of your best seller every 3 months.

Bundle and Package Deals

Bundling products and offering package deals to increase email marketing sales without relying on discounts. By grouping complementary items or creating themed packages, we can provide more value to our customers and encourage them to make larger purchases.

1. Create Themed Bundles

Curating themed bundles is a great way to make your products more appealing. For example, a smoking accessory brand could create an "on-the-go bundle" that includes a weed pipe, one hitter, and a carry case. Packaging these items together offers a complete experience that customers can easily enjoy.

2. Offer Seasonal Packages

Seasonal packages are another effective way to boost email marketing sales. We can tap into your customers' excitement and encourage them to treat themselves by creating limited-edition bundles that align with specific holidays or seasons.

420 and Black Friday are great sales holidays to do this. Offer a "420 Kit" that includes a selection of your best-selling products at a discounted price.

These seasonal packages create a sense of urgency and exclusivity, motivating customers to purchase before the offer ends.

When creating bundle deals, focusing on the overall value you're providing your customers is essential. By carefully selecting products that complement each other and offering them at a slightly discounted price compared to purchasing them individually, you can increase the perceived value of your bundles without significantly impacting our profit margins.

Leverage Social Proof

Social proof is a powerful psychological phenomenon that can significantly impact consumer behavior and purchasing decisions.

By leveraging social proof in our email marketing campaigns, we can increase trust, credibility, and desire for our products without relying on discounts.

Here are two effective ways to incorporate social proof into our email marketing strategy:

1. Utilize Customer Reviews

Showcasing genuine customer reviews and testimonials in your email campaigns can greatly influence potential buyers. When prospects see that real people have had positive experiences with our products, they are more likely to trust our brand and feel confident in purchasing.

The best reviews are video testimonials from customers that you can display in emails, on your product pages, and on collection pages. Use tools like Stamped.io, Yotpo, and Senja to send customers a form to record the video.

However, you might need to provide an incentive to the customer as most people are uncomfortable getting on camera to record a video.

2. Share User-Generated Content

The other way to get video social proof is to use user-generated content (UGC). Encourage your customers to share photos, videos, or stories of them using and enjoying our products on social media.

Then collect and highlight this UGC in your email campaigns to demonstrate how your products are loved and used by real people. Seeing others successfully using our offerings can inspire potential customers to picture themselves experiencing the same benefits, increasing their desire to make a purchase.

By strategically incorporating customer reviews and user-generated content into our email marketing efforts, we can harness the power of social proof to drive sales and revenue without resorting to discounts.

Remember, when customers see that others trust and appreciate our brand, they are more likely to follow suit and invest in our products, even at full price.

Conclusion

Boosting email marketing sales without relying on discounts is achievable by focusing on value, leveraging content marketing, and implementing various strategies that enhance customer engagement and perception.

By emphasizing the unique benefits of your products, creating a 60:40 split content vs promo email marketing, and utilizing social proof, you can attract customers who appreciate your brand's products and are willing to invest at the full price.

Ultimately, the key to increasing email marketing sales lies in providing an exceptional customer experience and consistently delivering value. By prioritizing customer needs, building trust, and showcasing the true worth of your products, you can foster long-term relationships with your audience and achieve sustainable growth.

Email Marketing FAQs

What are The Key Strategies for Effective Email Marketing?

The eight critical strategies for effective email marketing are: ensuring high inbox deliverability, segmenting your audience, personalizing messages, using automation tools, optimizing emails for performance, ensuring emails are mobile-friendly, incorporating interactive content, and utilizing analytics to track and improve campaign performance.

How Can Email Marketing be Leveraged to Increase Sales?

To boost sales through email marketing, consider these tactics: target a large audience, enhance brand recognition, create a sense of urgency, incentivize subscribers, add clear call-to-action buttons, and incorporate product images in your emails.

What are Some Best Practices for Email Marketing?

Effective email marketing involves several best practices such as regularly cleaning your mailing list, having your authentication records in place, using a dedicated sending domain, high deliverability, audience segmentation, and ensuring the main message and call-to-action are visible without needing to scroll.

How Can I Make My Email Marketing Campaigns Stand Out?

To make your email marketing campaigns more effective, follow these tips: create a subject line that builds intrigue, include useful and relevant content, personalize the email content to each recipient, infuse your personality into the emails, understand the purpose of each email, keep your messages concise, and design emails with a mobile-first approach.

Cannabis has emerged as a lucrative industry in recent years, with many states in the United States legalizing its use for medical and recreational purposes. The industry has grown significantly, with more and more companies entering the market to capitalize on the increasing demand.

‍As the competition in the industry continues to intensify, cannabis branding has become crucial for businesses to differentiate themselves from others. This article explores the growing importance of branding in the cannabis industry.

Quality Products and Services: A Key Component of Branding

The cannabis industry has evolved from a black market to a legitimate business. As more states legalize cannabis, consumers have become increasingly interested in high-quality products and services. But with increased demand comes increased supply.

Large corporations like HighTide Inc own portfolios of multiple retail cannabis & CBD brands and can invest millions into marketing. As these large companies take more market share, it is increasingly difficult for smaller brands to acquire and retain loyal customers.

Most cannabis and CBD-based products are very similar in terms of benefits to the customers. So how can you stand out?

Branding has become key to ensuring that companies attract customers and offer quality products and services.

Cannabis branding helps companies grab the attention of customers during the awareness stage. By creating a brand recognized for producing quality products, companies can differentiate themselves from others that offer substandard products.

This reputation for quality can help build customer loyalty, increase repeat business, and attract new customers looking for the best products and services.

Building Trust and Loyalty

One of the most critical aspects of branding is creating brand recognition. Brands that customers recognize are more likely to build trust and loyalty. In the cannabis industry, building trust and loyalty is essential, as consumers need to trust their products.

When companies invest in branding, they can create a recognizable brand that customers can trust. This helps to build customer loyalty, and customers are more likely to choose a brand they recognize over one they do not.

As the cannabis industry grows, building trust and loyalty through branding will become increasingly important for businesses to succeed.

Creating a Competitive Advantage

Branding helps companies to create a competitive advantage in the cannabis industry. With the increasing competition in the industry, companies need to find ways to stand out from others. A well-established brand can help companies to do just that.

Branding allows companies to market and advertise their products uniquely and memorably. A strong brand can help to create a message that resonates with customers and sets the company apart from its competitors.

This unique marketing and advertising strategy can help companies gain a competitive advantage in the market.

Creating a Positive Image

The cannabis industry has long been associated with negative stereotypes. However, companies are working hard to overcome these stereotypes as the industry becomes more mainstream.

Branding can help companies to create a positive image that dispels negative stereotypes about weed.

A well-established brand message can communicate a company's values and mission. This can help to create a positive image in the minds of customers and the public.

By creating a positive image, companies can overcome negative stereotypes associated with the industry and gain acceptance from a broader audience.

Creating a Consistent Customer Experience

Branding helps companies to create a consistent customer experience. Consistency is essential in the cannabis industry, as customers need to know what they get every time they purchase a product.

By creating a consistent customer experience, companies can retain customers and build customer loyalty.

A well-established brand can communicate a consistent message to customers. This message can be communicated pre-purchase through email marketing, and post-purchase through packaging and product experience.

By creating a consistent experience, companies can build trust with their customers and keep them returning for more.

Building a Brand for Long-Term Success

Branding is crucial for long-term success in the cannabis industry. As the industry continues to grow, companies that invest in branding will be best positioned to succeed. Building a brand takes time and effort, but the benefits are worth it.

Branding can help companies differentiate themselves from others, build trust and loyalty, create a positive image, and gain a competitive advantage. By investing in branding, companies can build a strong foundation for long-term success in the cannabis industry.

Conclusion

The growing importance of branding in the cannabis industry cannot be overstated. By creating a brand recognized for quality products and services, building trust and loyalty, creating a competitive advantage, overcoming negative stereotypes, and creating a consistent customer experience, companies can differentiate themselves and succeed in the growing cannabis market.

Looking to boost your cannabis brand's revenue? Let Maaly be your growth partner. With our expertise in SEO, content marketing, email marketing, data analysis, and conversion rate optimization, we'll help you increase your visibility and drive more sales through effective cannabis brand advertising.

In the rapidly growing cannabis industry, CBD brands face unique challenges when it comes to marketing their products online. With strict regulations and fierce competition, simply having a great product isn't enough - you need effective CBD digital marketing strategies to stand out and reach your target audience.

Fortunately, by implementing the right best practices in your CBD marketing efforts, you can navigate the complexities of promoting CBD online and grow your brand successfully.

In this article, we'll explore key strategies like creating high-quality content, leveraging influencer marketing, optimizing for search engines, and more to help you engage CBD consumers and boost your sales in this exciting industry.

What is CBD?

CBD, or cannabidiol, is a popular compound extracted from the flowering tops, leaves, and resin of two strains of the cannabis plant ^[1]. It belongs to a broader class of compounds called cannabinoids that are found in abundance in the cannabis plant.

Unlike THC, which is known for delivering the "high" feeling typically associated with marijuana when ingested or smoked, CBD doesn't produce a sense of euphoria, hallucination, or psychoactivity when consumed.

Why Has CBD Become So Popular?

Several benefits may explain CBD's rise in popularity ^[3]:

1. CBD is not psychoactive: This overarching property makes CBD perceived as more acceptable and safer than other cannabis products. Anyone can use it without the risk of getting high, which is a big plus.
2. It's legal: The sale of CBD products became completely legal after the passage of the Agriculture Improvement Act of 2018 (aka Farm Bill 2018).
3. It's an effective alternative treatment: There are hundreds of scientific research studies and reviews showing that CBD is indeed effective in addressing a wide array of conditions related to depression, anxiety, and pain.

Challenges in CBD Marketing

Marketing CBD products presents a set of challenges that most FMCG businesses don't have to navigate. If you want to promote your CBD products and reach your target audience then you'll need to know the basics, plus get a little creative.

Despite the growing popularity of CBD, marketing it can be a tricky endeavor due to various restrictions and regulations ^[22]. However, with the right digital marketing strategies, promoting CBD online becomes a walk in the park, providing businesses with the opportunity to reach a wider audience.

Consumer Confusion

One of the primary challenges in CBD marketing is consumer confusion. The novelty of CBD products has created a significant need for consumer education regarding their benefits, usage, and safety. The main one is that most people think CBD is the same as weed and will get you high.

Legal Restrictions

Another significant challenge in CBD marketing is navigating the complex legal landscape. CBD products are subject to stringent regulations that vary across jurisdictions, posing challenges for marketers to ensure compliance and avoid legal issues.

The uncertain legal status of CBD leads to ambiguity and confusion regarding permissible marketing practices and compliance with regulatory requirements.

Strategies for CBD Marketing

CBD is a challenging product to promote online but all is not lost. We're going to look at the best ways businesses can promote and sell CBD, with the chance to reach a wider audience.

1. Email Marketing

Email marketing is the most powerful tool for CBD businesses to nurture customer relationships and drive sales growth. By sending targeted and personalized campaigns to emails collected, brands can keep their audience engaged, and informed, but most importantly the brand will stay top of mind.

However, email inboxes are a dogfight for customers' attention. The way to win is to increase your sending frequency without increasing spam rates.

To maximize the effectiveness of your CBD email marketing efforts, consider the following best practices:

Building and Segmenting Your Email List

Growing a high-quality email list is essential for the success of your campaigns. Implement various tactics to collect opted-in email addresses from existing and potential customers, such as:

1. Adding subscription forms on your website ^[106]
2. Offering lead magnets like discounts or exclusive content in exchange for email addresses
3. Encouraging opt-ins during online and in-store purchases
4. Utilizing digital kiosks in brick-and-mortar locations to capture sign-ups
5. Create quizzes that provide product suggestions to best match a customer's need in exchange for their email address
6. Use interactive video funnels to collect email addresses

Once you have a substantial email list, segment your subscribers based on shared characteristics, such as engagement, interests, zero-party data, demographics, purchase history, or location. This allows you to send more targeted and relevant content to each group, enhancing engagement.

One area in which we often see missed opportunities is how CBD brands approach their prospect list. (These are people who’ve never bought before)

Typically a prospect opts in for a discount or coupon and will start receiving emails. Focus on segmenting your prospect list, leverage the data of opt-in and engagement, and make smarter decisions about how to approach a lead.

A 90-day-old opt-in / prospect who “opens” every email, but not has clicked, who has not purchased, is most likely not going to purchase anytime soon.

Yet, you should spend time sending them more messages.

While most of your revenue is found in:

• Customers
• Recent prospects (within 30 days)

Crafting Compelling Email Campaigns

To create impactful email campaigns that resonate with your CBD audience, focus on the following elements:

6 Steps to Creating High-Converting Campaign Templates

Once you have the above basics, you can begin building each email campaign template. This can be done inside your email platforms builder to generate an HTML email or inside Figma to create an image-sliced email.

Build Your Core Pre & Post Purchase Email Flows

Email flows allow CBD e-commerce brands to trigger emails sent to audiences based on actions they perform on the website. For example, if a website visitor subscribes via a lead magnet opt-in form they will enter the Welcome Series.

Different triggers activate different flows based on the stage of a customer's journey. Each flow needs to be tailored toward a particular objective to help a customer travel further down the conversion funnel.

Ensuring High Click-Through Rates

To maximize click-through rates and encourage your subscribers to take action, implement the following strategies:

1. Segment your email list to deliver highly targeted and relevant content ^[110]
2. Make your promotional offers prominent and unmissable by using bold text or eye-catching visual
3. Test different email designs and layouts to identify what resonates best with your audience
4. Monitor your email metrics closely and continuously optimize your campaigns based on performance data

By building a quality email list, crafting compelling campaigns, building out your flows, and optimizing for click-through rates, CBD businesses can harness the power of email marketing to build stronger customer relationships and drive revenue growth in this rapidly evolving industry.

2. Effective Content and SEO Strategies

Creating high-quality, informative content is crucial for CBD businesses looking to attract and engage potential customers at the top of the funnel. By focusing on informative topics related to your products, and incorporating relevant CBD keywords, businesses can improve their search engine rankings and drive more organic traffic to their website ^[76].

However, don't just focus on creating only blog content. You need to optimize different parts of your website for different search intent keywords. Commercial keywords should be used to optimize collection pages with information that addresses buyer concerns and transactional keywords on product pages.

Create High-Quality Blogs

When crafting blog posts and other content, it's essential to put CBD at the center of every piece. This helps establish the brand as an authority in the industry and provides valuable information to readers seeking to learn more about CBD and its potential benefits.

Create a topical map with pillar pages and sub-pages to improve your website searchability. You can then create a content calendar of content that you want to publish.

Prioritize Search Engine Optimization (SEO)

In addition to creating quality content, CBD businesses should prioritize search engine optimization (SEO) to increase their online visibility. CBD SEO involves optimizing web pages and content for search engines, helping companies attract more customers and generate leads.

To maximize the impact of their SEO efforts, businesses should:

1. Create quality content optimized for relevant CBD keywords
2. Ensure their website is mobile-friendly and optimized for speed
3. Build high-quality backlinks from reputable websites
4. Utilize header tags, meta descriptions, and other on-page SEO elements

Guest posts are another powerful tool for CBD brands looking to expand their reach and build trust with potential customers. By partnering with influential websites that have engaged readers in the CBD or wellness space, brands can tap into new audiences and leverage the credibility of these trusted voices ^[77].

When implementing a guest post strategy for CBD brands, it's important to:

1. Identify websites whose values align with your brand
2. Develop authentic, long-term partnerships
3. Create engaging, informative content that resonates with the website's audience
4. Track and measure the success of your campaigns

3. Social Media Marketing

Social media platforms like Facebook, Instagram, YouTube, and TikTok have transformed the way businesses interact with customers ^[85]. With the average U.S. adult spending 3 hours and 43 minutes per day on mobile devices, targeting customers where they spend time makes social media a powerful marketing tool, especially for the CBD industry, where paid advertising is restricted.

It is an effective way to reach potential customers and engage with the community. Content should be created to attract new customers and keep existing ones engaged.

It could include informative posts, educational videos, and promotional offers. Businesses should also respond to customer inquiries and complaints promptly ^[22].

To effectively use social media for growing your CBD brand, consider the following best practices:

Use Keywords Your Customers Use

Identify relevant keywords your customers use on social media platforms and incorporate them into your social media posts, captions, and image alt text to help users find your content.

However, be cautious with some keywords, as platforms like Instagram ban "sensitive" hashtags, including those with the word "cannabis" ^[85]. Research keywords before using them to avoid being flagged or hidden from algorithms.

Post Regularly

Analyze when your target audience is most active on each social platform and determine the optimal posting frequency. Consistency is key to avoiding getting lost in the crowd.

Diversify Your Content

Use a variety of content formats, such as videos, podcasts, stories, and boomerangs, to communicate your message and make a greater impact on your audience. Relying on a single content type may not be the best use of social media.

To maintain compliance on social media, CBD brands should:

1. Avoid making false or misleading claims about their products ^[46]
2. Refrain from promoting overconsumption or depicting consumption in certain states
3. Steer clear of making health or therapeutic claims, or offering medical advice
4. Avoid using imagery that appeals to children, such as cartoons or dancing animals
5. Refrain from running games or competitions related to consumption

Make Use of Influencers

Influencer marketing is a loophole to navigate restrictions on cannabis marketing ^[85]. Influencers, as content creators and brand ambassadors, can recommend products without directly representing the brand, allowing CBD companies to promote their products without getting tangled in marketing legalities.

Influencers have cultivated loyal followers who trust their recommendations and insights ^[49]. By partnering with relevant influencers, CBD brands can tap into this trust and boost their credibility.

Consistency is crucial when working with influencers. Regular updates and ongoing positive experiences reinforce trust and reliability, making their endorsements feel genuine rather than one-off advertisements.

By leveraging the power of social media and partnering with trusted influencers, CBD brands can navigate the complexities of cannabis marketing while building credibility, educating consumers, and driving engagement ^[50]. A strategic approach to influencer marketing can help CBD businesses thrive in an increasingly competitive landscape.

4. Using Multiple Marketing Channels

Online isn't the only channel available to CBD businesses. A variety of marketing channels to effectively promote your products and reach your target audiences should be deployed in a multi-channel approach.

This allows companies to engage with potential customers through different touchpoints, increasing brand visibility and driving sales ^[22].

Offline and In-Store Promotions

Traditional marketing outlets such as television, radio, newspapers, and magazines are typically off-limits to CBD products, but what about offline events and activities, such as street promotions and pop-up stores?

Here are some effective ways to leverage offline and in-store promotions for your CBD brand ^[7]:

1. Creative Displays: Utilize eye-catching displays and end-cap placements to draw attention to your CBD products and encourage customers to make a purchase
2. In-Store Sampling: Offer product samples to allow customers to try your CBD products before buying, increasing the likelihood of a sale
3. Loyalty Programs and Discounts: Implement loyalty programs and offer discounts to incentivize customers to choose your brand over competitors

Word of mouth is still one of the best ways to promote your CBD products. Ask your customers for feedback and referrals, and give them the incentive to spread the word about your brand.

According to a recent survey conducted by Brightfield Group and Puro, a majority of CBD marketers (62%) say that the best way to reach potential customers is through in-store promotion ^[7]. This was followed closely by word of mouth (60%), online retail channels (52%), and offline retail channels (49%).

It's clear that using multiple channels is the best way to promote CBD products in retail, but make sure you understand the regulations first before engaging in any promotional activities.

By leveraging a combination of offline, online, and in-store promotion strategies, CBD businesses can effectively navigate the complexities of marketing their products and thrive in an increasingly competitive landscape.

5. Creating a Distinctive Brand Identity

Within the last few years, many brands have entered the CBD space all essentially offering the same products that benefit customers in the same way. So how do prospective customers choose your product over the competitors if the benefits are the same?

Create a distinctive brand identity to stand out in an increasingly competitive market. By developing a unique brand fit, crafting a compelling value proposition, and delivering a memorable message, CBD brands can effectively differentiate themselves and connect with their target audience ^[67][68][75].

Determining and Setting Brand Fit

To establish a strong brand fit, CBD businesses must first identify their target customer and understand their needs, preferences, and pain points.

Conducting thorough market research and analyzing competitors can provide valuable insights into how to position your brand in a way that resonates with your ideal customer.

Consider the following when determining your brand fit:

1. Who is your target audience? What are their demographics, interests, and values?
2. What problems does your CBD product solve for your customers? How does it improve their lives?
3. What makes your brand unique compared to competitors? What are your strengths and weaknesses?

Developing a Unique Value Proposition

A unique value proposition (UVP) is a clear statement that communicates the specific benefits your CBD brand offers and how it solves your customers' problems better than the competition. Your UVP should be:

• Simple and concise
• Credible and believable
• Different from competitors
• Memorable and inspiring
• Aligned with your target audience's needs and values

To craft a compelling UVP, focus on the emotional and rational benefits your CBD products provide. For example, if your target audience is elderly individuals seeking pain relief, your UVP could be: [Your Brand Name] helps seniors manage pain naturally, so they can enjoy more quality time with loved ones.

Crafting a Memorable Message

Your brand message should be an extension of your UVP, communicating your values, mission, and personality in a way that connects emotionally with your target audience ^[67][68]. To create a memorable message:

1. Use language and tone that resonates with your ideal customer
2. Highlight the unique benefits and features of your CBD products
3. Tell your brand story in a way that is authentic, relatable, and inspiring
4. Ensure consistency across all marketing channels and touch points

By investing time and resources into developing a distinctive brand identity, CBD businesses can build trust, credibility, and loyalty with their target audience. A strong brand identity not only helps you stand out in a crowded market but also lays the foundation for long-term success in the CBD industry.

Overcoming Common Marketing Challenges

We now have all the possible channels that you can use to market your CBD-based products. However, there are still challenges that need to be overcome. Let's look at what they are and how you can bet them.

Consumer Education and Brand Differentiation

One of the primary challenges in CBD marketing is consumer confusion with THC. The novelty of CBD products has created a significant need for consumer education regarding their benefits, usage, and safety ^[118].

This presents a challenge for marketers to effectively convey accurate information and build trust amidst widespread misinformation and misconceptions surrounding CBD.

To overcome this hurdle, businesses should invest in educational content initiatives that provide accurate information about CBD benefits, usage, and safety. Collaborating with industry experts and healthcare professionals can enhance credibility and trustworthiness.

By prioritizing transparency and authenticity in marketing communications, businesses can build credibility with consumers and establish trust.

Dealing with Market Saturation

Recent legalization efforts and increased CBD popularity have led many investors into the CBD industry. That means the sector faces stiff competition due to the many CBD brands being set up.

To compete effectively, you need to be creative in branding, product placement, and creating an effective CBD marketing strategy to succeed in this competitive market.

Targeting the Right Audience

To get the most out of your CBD marketing strategy, you need to define your target audience. By understanding your ideal customer demographics, you can tailor your messaging and product offerings to resonate with their needs and preferences ^[55].

A recent study from Gallup reported that 14% of US citizens (1 in 7) say they personally use CBD products regularly ^[58]. However, 50% of US adults do not use CBD, and 35% aren't familiar with any CBD product.

This presents a huge opportunity for CBD brands to educate and attract new customers who are curious about the therapeutic benefits of CBD.

Know Your Consumer Demographics

Demographic insights such as age, gender, income, marital status, and education can help determine the size of a potential market and inform decisions on new products, marketing strategies, and content ^[57]. For example:

Analyze Usage and Paths to Purchase

Brightfield Group estimates the CBD market will reach $16.8 billion in sales by 2025. Analyzing how different consumers use and purchase CBD can inform your product and distribution strategies ^[57]. Key questions to consider:

• How do consumers use CBD? (frequency, dosage, product types)
• Why do they use CBD? (medical conditions, wellness, recreation)
• What attributes and benefits do they seek in CBD brands?
• Where do they prefer to purchase CBD products?

Adult CBD users in the US primarily use hemp-derived CBD products for pain (40%), anxiety (20%), insomnia (11%) and arthritis (8%) ^[58]. Women are more likely to use CBD for anxiety, while men are more likely to use it for help sleeping.

Understand Personality Attributes and Psychological Motivators

People are more likely to respond to messaging that speaks to who they are on a psychological level. Common psychological motivators that drive purchasing decisions include:

• Reward & Incentives
• Power & Authority
• Belonging & Community
• Achievement & Accomplishment

Understanding what truly motivates your target consumers to buy can inform a stronger brand positioning and product strategy. Honing in on the right messaging can relieve gaps in your purchase funnel and drive the consideration of your brand.

Leverage Consumer Interests

CBD is often a small part of the average consumer's day. By understanding their jobs, hobbies, and social interests, you can deeply relate to your target audience. Some top interest categories for CBD consumers include:

• Fashion & Beauty
• Food & Travel
• Health & Sports
• Home & Community
• Music & Arts
• News & Pop Culture

Knowing your audience's broader interests and brand preferences can guide partnership and content strategies that resonate. Follow the conversations on social media to understand what topics are top of mind for CBD consumers and let those insights influence your product and marketing decisions.

A data-driven approach to understanding your ideal customer is essential for success in this rapidly evolving industry.

Understanding the CBD Market

The CBD market has witnessed remarkable growth in recent years, driven by increasing consumer acceptance and evolving legislation. Conservative estimates project CBD sales to surpass $1.8 billion annually by 2022, a significant increase from approximately $500 million in 2018 ^[2].

This rapid expansion is expected to outpace the legal cannabis industry, which is estimated to be worth over $23 billion in the next five years or so.

Legislation

The legalization of hemp-derived products like CBD through the federal Farm Bill 2018 has been a major catalyst for the CBD market's growth. This legislation removed hemp, defined as cannabis sativa with < 0.3% THC, from the Controlled Substance Act ^[2]. As a result, hemp-derived CBD products became widely marketed and sold at various retailers without FDA approval ^[4].

Navigating Legalities and Regulations

Navigating the complex legal landscape surrounding CBD marketing is crucial for businesses looking to promote their products effectively. The 2018 Farm Bill legalized hemp-derived CBD products however this does not automatically mean that the distribution and advertising of CBD is legal across all states ^[7].

Federal Laws

The Food and Drug Administration (FDA) regulates CBD products under the Food, Drug, and Cosmetic Act (FD&C Act) and Section 351 of the Public Health Service Act. According to these regulations, it is illegal to add CBD to food products or label it as a dietary supplement ^[2].

To avoid legal issues, businesses must refrain from making any medical claims that the FDA does not approve. While mentioning the possible medical benefits of CBD is allowed, making unapproved medical claims is strictly prohibited.

State-Specific Rules

CBD advertising laws vary greatly from state to state, posing challenges for marketers to ensure compliance ^[22]. Some states require pre-approval for CBD advertising or proof of third-party testing ^[27]. Businesses must stay informed about evolving regulations and ensure strict compliance with all legal requirements.

Conducting thorough research on local and federal laws governing CBD marketing and establishing clear guidelines for marketing practices within legal boundaries is crucial.

International Regulations

When marketing CBD products internationally, businesses must consider the laws and regulations of each country they target. Some countries have more restrictive policies regarding CBD, while others have more lenient approaches. For example, in the European Union, CBD products containing less than 0.2% THC are legal, while in Canada, CBD is regulated under the Cannabis Act ^[4].

To successfully navigate international regulations, businesses should:

1. Research the specific laws and regulations of each country they plan to market in
2. Ensure their products meet the legal requirements for THC content and other criteria
3. Work with local legal experts to ensure compliance with all applicable laws
4. Adapt their marketing strategies to align with the cultural and legal norms of each country

By staying informed about the ever-changing legal landscape and working with experienced legal professionals, CBD businesses can effectively navigate the complexities of marketing their products while remaining compliant with federal, state, and international regulations.

Conclusion

The CBD industry has experienced remarkable growth in recent years, driven by increasing consumer acceptance, ongoing research into its potential benefits, and favorable legislation. However, marketing CBD products online presents unique challenges due to strict regulations and fierce competition.

By implementing effective digital marketing strategies such as creating high-quality content, leveraging influencer marketing, optimizing for search engines, and navigating the complex legal landscape, CBD brands can successfully reach their target audience and thrive in this exciting industry.

Maaly specializes in CBD marketing, attracting potential customers for businesses selling CBD products. By adopting a strategic approach to digital marketing and staying attuned to the ever-changing landscape, CBD brands can overcome the challenges of promoting their products online and achieve long-term success in this rapidly growing industry.

The CBD market has experienced significant growth in recent years, with the industry projected to reach $20 billion by 2024. This growth is attributed to the increasing acceptance of CBD products for both medical and recreational purposes.

Entrepreneurs looking to venture into the CBD market must understand the dynamics of the industry to attain success. In this article, we explore six beginner strategies that entrepreneurs can use to succeed in the CBD market.

Understanding the Legal Framework

Entrepreneurs looking to venture into the CBD market must first understand the industry's legal framework. While CBD is legal at the federal level, variations in state laws govern the sale and distribution of CBD products. Entrepreneurs must comply with federal and state regulations to avoid legal issues that may harm their business.

Why is this important: A strong compliant legal framework is the foundation a cannabis or CBD business is built on. Without this, you could be breaking the law without knowing it and face the risk of your brand being shut down wasting the investments you’ve made.

Building Strong and Reliable Relationships

A successful business in the CBD market requires strong and reliable relationships with suppliers, manufacturers, and retailers. Entrepreneurs must take the time to build strong relationships with their vendors to ensure that they receive high-quality CBD products.

They should also establish a reliable supply chain to ensure that their products are consistently available to consumers. Additionally, entrepreneurs must develop a relationships with retailers and wholesalers to expand their reach and increase their sales.

Developing a Unique Brand

With the increasing competition in the CBD market, entrepreneurs must develop a unique brand that resonates with their target audience. A unique brand helps entrepreneurs stand out in the crowded market and attract new customers.

Entrepreneurs must take the time to identify their target market and develop a brand that appeals to their needs and preferences. They can achieve this by creating a unique brand name, developing a distinctive logo, and using creative marketing strategies.

Investing in Quality Products

The quality of CBD products is a critical factor in the success of a business in the CBD market. Entrepreneurs must invest in high-quality CBD products that are safe, effective, and meet the needs of their target market.

This requires working with reliable manufacturers who use high-quality ingredients and adhere to strict quality control standards. Entrepreneurs should also conduct thorough testing to ensure that their products meet the required standards and regulations.

Creating an Effective Marketing Strategy

An effective CBD marketing strategy is essential for entrepreneurs looking to succeed in the CBD market. A good marketing strategy helps entrepreneurs build brand awareness, increase sales, and attract new customers. Entrepreneurs must identify their target market and develop a marketing strategy that appeals to their needs and preferences.

They can achieve this by using social media marketing, influencer marketing, content marketing, and other creative marketing strategies.

Analyzing Market Trends and Consumer Behavior

Entrepreneurs looking to succeed in the CBD market must keep up with market trends and consumer behavior. They must analyze the market trends to identify new opportunities and adjust their strategies to meet changing consumer preferences.

Additionally, entrepreneurs must understand consumer behavior to develop products that meet their needs and preferences. They can achieve this by conducting market research, analyzing sales data, and monitoring customer reviews and feedback. By analyzing market trends and consumer behavior, entrepreneurs can make informed decisions that can help them succeed in the CBD market.

Conclusion

The CBD market presents an exciting opportunity for entrepreneurs looking to venture into a growing industry. However, success in the CBD market requires a thorough understanding of the legal framework, building strong relationships, developing a unique brand, investing in quality products, and creating an effective marketing strategy.

By implementing these strategies, entrepreneurs can increase their chances of success in the CBD market and build profitable businesses.

Looking for a reliable and effective CBD agency to help grow your business? Our expert team specializes in SEO, content marketing, email marketing, and data analysis to help you achieve predictable recurring revenue. Contact us today to learn more about how we can help your cannabis or CBD brand stand out in a crowded market.

As the use of CBD products continues to grow in popularity, so does the need to advertise these products.

‍Advertising CBD can be a tricky business, as there are a number of regulations that must be taken into consideration. Your CBD ads could be taken down if you don't know what you're doing.

In this blog post, we will discuss everything that your need to consider when advertising CBD.

Legal Status

The first thing to consider when using CBD advertising is the legal status of the product.

‍CBD is an unregulated product and is not currently approved by the FDA. This means that any advertising of CBD products must comply with all applicable laws and regulations.‍

It is important to ensure that all claims made about the product are accurate and verifiable.

Target Audience

The second thing to consider when advertising CBD is the target audience.

While CBD is becoming more widely accepted, it is still not a mainstream product. It is important to consider who your target audience is and to tailor your advertising to that audience.

For example, if your target audience is young adults, you may want to focus on the potential health benefits of CBD, while if your target audience is older adults, you may want to focus on the potential therapeutic benefits of CBD.

It is also important to consider any potential backlash that could arise from advertising a product that is not yet widely accepted.

Advertising Method

The third thing to consider when advertising CBD is the methods used to advertise the product.

There are a number of different methods that can be used to advertise CBD, ranging from print and radio ads to digital marketing and social media CBD ads.

Important: Consider which method is most effective for your target audience and ensure that all campaigns are compliant with applicable laws and regulations.

Tone

The fourth thing to consider when advertising CBD is the tone used to promote the product.

‍CBD is still a relatively new product and some people may be wary of its use. It is important to ensure that the tone used to advertise the product is respectful and informative.‍

It is also important to be mindful of any potential backlash that could arise from the use of certain words or phrases.

Advertising Budget

Finally, it is important to consider the budget for the advertising campaign. Advertising CBD can be expensive, so it is important to consider the costs associated with the campaign before launching it.

It is also important to consider any potential returns that could be made from the campaign, as these can help to offset the cost of the campaign.

Conclusion

Advertising CBD can be a tricky business, but with a little planning and research, it can be a successful endeavor.

By considering the legal status of the product, the target audience, the methods used to advertise the product, the tone used to promote the product, and the budget for the campaign, you can ensure that your CBD advertising campaign is compliant with all applicable laws and regulations.

While this may seem like a lot of work, this will help ensure the success of your business.

Are you looking for a reliable CBD digital marketing agency? We understand the unique challenges that come with marketing CBD products.‍

That's why we have the knowledge and expertise to create effective digital marketing strategies tailored to the CBD industry.

From SEO, content marketing, email marketing, and data analysis, we can help you reach your target audience, increase your visibility, and generate more leads and sales.

Let us help CBD businesses grow and reach their full potential! Contact us today to get started!

While the legalization of cannabis has made it more socially accepted, the industry has also become increasingly competitive.

‍Crafting killer cannabis video marketing campaigns that captures attention and drives sales is crucial.

As more and more entrepreneurs join the cannabis industry, traditional marketing techniques are no longer enough to ensure success.

To stand out from the competition, cannabis businesses must think outside the box and utilize creative tactics to reach their target audience.

With the rising popularity of video platforms, what better way to do it than with engaging, informative cannabis marketing videos.

Crafting Your Cannabis Video Marketing Strategy

To create an effective cannabis video marketing strategy, you need to start by defining your campaign objectives. What do you want to achieve with your videos? Are you looking to increase brand awareness, engage with your target audience, or drive sales?

Once you have a clear understanding of your goals, you can move on to selecting the right types of video content that align with your objectives and resonate with your customers' needs.

Consider creating a mix of educational videos, customer testimonials, how-to guides, brand videos, live streams, behind-the-scenes content, interviews, product demos, and landing page videos.‍

Each type of video serves a different purpose and can help you connect with your audience.

However, it's crucial to navigate the legal restrictions and guidelines surrounding cannabis marketing. Different social media platforms have their policies regarding cannabis content, so make sure to tailor your videos accordingly.

Important: Avoid showing cannabis consumption directly, as this often goes against social media regulations. Instead, focus on creating clever content that gets around these regulations to showcase your brand's products.

Types of Effective Cannabis Video Content

When it comes to creating engaging video content for your cannabis business, several types of videos can effectively showcase your products, and brand, educate your audience, and generate customers.

From product demonstrations to customer testimonials, each type of video serves a unique purpose in your overall cannabis video marketing strategy.

1. Product Demonstrations

Showcasing your products in action is a great way to educate customers and get them excited about your offer. Demonstrate how your products can improve their lives and make their cannabis experience better.

Product demo videos give your customers a hands-on look at how your product works, helping them make informed purchasing decisions.

Placement: Use these types of videos on your collection and product pages to help increase conversions. You can also place them on social media however don't overdo it.

2. Tutorials and How-Tos

People love videos that teach them something new. Create videos showing customers how to use your products or create their own cannabis recipes.

How-to and explainer videos should be simple and direct, solving a specific problem through show-and-tell or animation.

This content should be informative and entertaining to make complex topics easier to understand reducing purchasing fatigue.

Placement: Use these types of videos in blog content and on YouTube when customers are looking for solutions. Position your product as the answer without being too sales-y.

3. Behind-the-Scenes Content

Give customers a glimpse into your business by creating behind-the-scenes videos.

Show them how you source and process your cannabis, or give them an inside look at the manufacturing process of your cannabis smoking accessories.

Behind-the-scenes videos humanize your brand and allow you to connect with your audience on a personal level.

Placement: Use these types of videos on your homepage and top-of-funnel blog content. You can make a behind-the-scenes playlist on your YouTube channel or Instagram Stories.

4. Interviews with Industry Experts

Interviewing industry experts is a great way to showcase your business and build relationships with influencers. You can use the interviews to educate customers, as well as to promote your products.

Speaking with experts and recognizable people in the community boosts brand authority and proves you're knowledgeable and informed.

Placement: Use these videos on pages where customer skepticism about your products will be high. Use on landing pages or 3rd party websites to build credibility.

5. Customer Testimonials

Social proof is the best form of marketing. Customer testimonials are a powerful way to show potential customers the positive experiences other customers have had with your business.

Testimonial videos featuring satisfied, loyal customers will speak volumes to on-the-fence or first-time customers.

Placement: Use these videos towards the bottom of the conversion funnel like product pages and landing pages. They can also be used in blog content if you're featuring products, social media, and 3rd party YouTube channels.

6. Brand Awareness Videos

Over 90% of people discover new brands or products on YouTube. Brand awareness videos are all about getting noticed and building trust with your audience.‍

Design these videos for mass appeal, avoiding highly-targeted content and catching as many eyes as possible.

Placement: Use these videos on all your social media channels and distribute them to as many 3rd party channels or websites as possible to increase impressions.

Why Video Marketing in the Cannabis Industry

Video marketing is an essential tool for any business, and the cannabis sector is no exception. Cannabis video marketing helps brands engage customers, build brand awareness, and drive sales.

Rise of Video Content

Video content has skyrocketed in recent years, especially short-form videos, with platforms like YouTube, TikTok, and Instagram embracing this engaging format.

Importance for Cannabis Businesses

For cannabis businesses, video marketing offers:

1. Consumer Education: Videos can effectively inform customers about cannabis strains, smoking products, and consumption methods, establishing your brand as a trusted authority.
2. Combating Misconceptions: Well-executed videos can address myths and half-truths surrounding cannabis or CBD, winning over hesitant customers.
3. Showcasing Products: Product demonstrations and tutorials give customers a hands-on look at how your products work, increasing their confidence in making a purchase.
4. Building Brand Loyalty: Behind-the-scenes content and customer testimonials humanize your brand and foster emotional connections with your audience.

Platforms That Boost Cannabis Video Marketing

1. YouTube: As the second-largest search engine, with YouTube cannabis and CBD businesses can create high-quality content to attract organic traffic through optimized titles, descriptions, and tags. Develop a YouTube funnel to convert views into sales.
2. Instagram and TikTok: These platforms are ideal for showcasing products, and behind-the-scenes footage, and engaging with your audience through creative, visually appealing short-form videos. Make sure not to show marijuana directly.
3. Website: Embedding videos on your website can significantly increase engagement and conversions, with landing page videos boosting conversions by up to 80%. With platforms like Tolstoy and VideoWise, you can make these videos shippable and take conversions even future with a custom video funnel strategy.

Tips for Creating Engaging and Compliant Cannabis Videos

Creating captivating cannabis videos is a must but if they're not compliant there is a good chance they'll be taken down.‍

Focus on crafting compelling stories while adhering to industry regulations.

Best Practices for Production And Storytelling

1. Hook your audience with intriguing questions or statements at the beginning of your videos to pique their curiosity and encourage them to keep watching.
2. Lean into education by sharing informative content that helps viewers learn something new about cannabis products, consumption methods, or the industry as a whole.
3. Incorporate humor and entertainment to make your videos more engaging and memorable. People love content that makes them laugh.
4. Tell a story with your videos, using a clear beginning, middle, and end structure. Think of them like articles, with a headline, body, and conclusion.
5. Keep in mind that many people watch social media videos without sound, so make sure your visuals are strong and you're using subtitles.
6. Create attention-grabbing titles and thumbnails for your videos to increase views and engagement.

Ensuring Compliance

1. Avoid showing direct marijuana consumption in your videos, as this often goes against social media platform regulations.
2. Do not make any health claims about your cannabis products that are not supported by scientific research, as this could lead to legal issues.
3. Ensure that your videos comply with all applicable laws and regulations in the geographic areas where they will be shown.
4. Be aware of the different policies regarding cannabis content on various social media platforms, as some have stricter rules than others.

Leveraging Analytics and Feedback for Video Marketing Success

You should set metrics and KPIs that you'll track throughout the video campaign. Depending on your goals, you can review data like video views, shares, clicks, and more. Here are a few things you can test once your video strategy is underway.

1. Video topics
2. Title of video
3. Video thumbnail
4. The best platforms for your audience

As you develop more videos, you'll learn more about what your audience likes, and doesn't like, and what content increases sales. Use UTM parameters to track key sales events in GA4 and which videos were responsible.

Tracking Key Performance Indicators (KPIs)

It's important to always begin with the end in mind. Knowing what you want to accomplish with your videos is key to success because it will influence the types of videos you create, the content you include, how you go about creating them, and will inform what metrics you should track.

Utilizing Audience Feedback for Content Improvement

One of the most common questions we get when people start doing cannabis videos is what to talk about once the camera starts recording.‍

One way to begin is to write down what the customers' questions are that come up in customer support. Feedback from customer reviews is another source.

What values and stories about your business could you share? What types of videos are your competitors creating? What 420 community discussions are happening on Reddit?

Use these questions as a starting point for your content ideas. In doing so, you'll have enough content topics to keep you busy recording videos for the next year.

Adapting Strategy Based on Analytics and Trends

Use the data you gather to understand what works and what doesn't. Which types of videos have the highest engagement? What themes or topics resonate most with your audience?

Use this information to refine your video content and strategy continuously.

A/B testing different video styles and marketing messages can also help optimize your video marketing efforts, allowing you to understand the preferences of your target audience.

Stay up to date on viral trends and brainstorm if you can incorporate them into your video strategy. This will increase the likelihood of going viral.

Lastly, distribute your videos across multiple channels and partnerships to increase reach with new audiences.

This strategic approach not only broadens your reach but also deepens engagement, fostering stronger connections with your audience and acquiring new customers.

The Bottom Line

Video marketing is a powerful tool for cannabis businesses looking to engage their target audience, build brand loyalty, and drive sales in the increasingly competitive industry.

By crafting a well-defined video marketing strategy, creating a mix of informative and entertaining content, and leveraging the right platforms, you can effectively showcase your products, educate consumers, and establish your brand as a trusted authority in the cannabis space.

Remember to continuously track your performance, gather audience feedback, and adapt your approach based on data-driven insights to maximize the impact of your campaigns and achieve long-term success.

If you're looking for the best cannabis marketing companies to help you create effective digital marketing campaigns for your cannabis e-commerce brand, Maaly is here to help you.‍

Let's work together to find the right marketing solutions for your business, so contact us today to learn more and get started on your path to video marketing success in the thriving cannabis industry.