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Welcome to High On Marketing - A weekly newsletter where I show you how to strengthen your email marketing strategy for your cannabis brand. Learn how to nurture your audience, increase retention rates, and sell more weed.

⚡Quick Tip⚡

Today’s Email:

• Changing the Way You Think About Your Emails

• The REAL Anatomy of an Email

• What You Can Do Today

Let’s Roll 🛼

97% of cannabis brands approach emailing all wrong.

If you want to be part of the 3% that have made email their most profitable marketing channel, you need to change the way you think about, and approach email.

If that sounds like you, you’re in the right place.

Today, we’re changing the way we think about the content we’re sending, before sending it.

Let’s get into it:

Shifting Your Mindset:

Most dispensaries see their emails as nothing more than digital billboards - blasting discounts day in day out to their entire list, packing as many ads & links as they can to drive more clicks.

I can tell you from experience, a lot of those clicks are accidental.

When your emails always look like this⬇️

Your customers get overwhelmed.

Look how many calls-to-action there are in that one screenshot.

And this dispo sends these emails everyday!

It looks nice, but it doesn’t work the way a lot of these brands think they do.

This email was in promotions (unsurprisingly). As are all the emails this brand sends.

Because there’s no connection with the audience.

There’s no attempt to be relevant to the specific customer or customer segment.

Just a digitized billboard, similar to the physical ones you see driving down the highway.

Problem is, billboards are intended to convey a generalized message to as many people as possible.

• “Eat Dinner Here”

• “Vote For This Person”

• “Buy Your Next Car Here”

Your emails can and should be used to create hyper-relevant content & offers for specific sections of your audience.

Like personalized billboards. Where you’re only promoting products that you know that customer likes.

That’s what the 3% of successful email marketing canna brands know that the rest don’t.

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The Real Anatomy of An Email:

There’s plenty of people (especially on LinkedIn) that swear by proven formulas to write the perfect email.

A.I.D.A is the most popular I’d say.

Obviously, understanding these formulas and incorporating them into your content is smart.

But a lot of people overlook the “incorporating into your content” part.

At the end of the day, the more conversational your content is, the more people will engage with it.

But you have to invite them to engage…

Think of every email like this:

• Subject line = the opening line of a convo
  Something intriguing or relatable that makes your reader stop scrolling and open. Like you’re starting a conversation with a friend.

• Body = the conversation
  Share something valuable, insightful, or entertaining. Educate. Empathize. Entertain. Just connect.

• CTA = your invitation to continue the convo
  Not always “BUY NOW” - sometimes it’s “Read this,” “Tell us what you think,” or “Come by and say hey.”

Not only do people respond more positively to content like this, email service providers will support your content more and show it to more people.

Why This Works:

The more your customers engage with your content, the more you learn about them.
The more you learn, the better you segment.
The better you segment, the more relevant your emails become.

And relevant emails make sales feel effortless.

You earn those clicks by caring first.

This does NOT mean that you stop promoting deals and products in your emails.

Quite the opposite in fact.

If you’ve noticed, every single email/newsletter I send is promoting SOMETHING.

This week, I was fortunate to have a sponsor for my newsletter, and I’m happily promoting their services.

I’m also promoting my own service - C.P.R. in every email I send.

I’m just incorporating those promotions into my ALREADY valuable piece of content.

You’re not opening this email because of the ads I’ve included.

You’re opening this email (I hope) because you know there’s gonna be something valuable and relevant to you.

But I’m still promoting in every email.

Adding a “Featured Products” section to your emails with RELEVANT products to that particular subscriber’s preferences can be extremely effective (as long as your segmentation is on point).

The key is to not always make your offers the focal point of the email.

You want the value that you’re providing to be the focal point. That’s how you earn their engagement.

And once you’ve earned their engagement through consistent value, their loyalty to your dispo skyrockets.

What You Can Do Today:

1. Stop sending emails that only promote discounts

👉 Start planning emails that provide value - product education, how-tos, culture, etc.

👉 Revisit your subject lines: do they sound like you’re talking to a person or shouting into a void?

👉 Review your CTAs: are they helpful, relevant, and inviting? You need to invite your audience to engage with you or they won’t.

2. Change the way you think about email

👉 An email is nothing more than a conversation with your customer

👉 What’s the last email you received that made you open? What about it made you engage?

👉 How would your email strategy change if your email list was made up of only your friends and family?

If this shifted how you think about email even a little bit, imagine what it would look like if we applied this to your entire list…

That’s exactly what I do with C.P.R. - the service designed to revive underperforming lists and turn casual subscribers into loyal customers. Check it out below. ⬇️

Or hit reply and tell me this:
What’s one thing you wish your email list was doing better right now?
I’ll reply with a tip that can help.

Talk soon

-Steve

Dead list? Dying revenue?

⬇️Let C.P.R. resuscitate your list and bring your email marketing back to life.⬇️

Click the image to get started!

P.S. ⬇️⬇️