As a dispensary owner, you don't have an unlimited amount of time to spend learning the ins and outs of retail marketing trends. So rather than investing all of your resources into new platforms that use algorithms to limit your reach, focus on a channel that gives you direct access to your audience and has stood the test of time: email.
In this article, we'll discuss how email marketing helps cannabis retailers, and more specifically, how to build an email list for your dispensary.
Keep reading to learn:
Disclaimer: The content and best practices outlined in this article are not legal advice. Please consult local marketing and cannabis regulations for compliance and other guidelines.
While social media often takes up most of the spotlight, email marketing is a more worthy marketing channel that continually yields great results. In fact, email marketing has the highest return on investment of any marketing medium. According to Litmus, for every dollar invested in email marketing, you can expect up to a $36 return.
Email marketing helps you reach customers where they’re shopping—and they’re shopping online more than ever before. In fact, Statista found that between 2014 and 2022, global ecommerce sales increased 122%. Because of this surge in online shopping, email marketing is mission-critical to your dispensary's marketing strategy.
Compared to social media, email is a more direct way to reach customers. You have more “ownership” over your email audience than you do your social media following. Because social media platforms rely on algorithms to serve users content, your followers may not see everything you share in their feeds. In other words, algorithms limit your posts’ reach. But when you have a customer’s email address, your email will always make it to their inbox.
Now that you understand why email marketing is so important for creating an omni-channel ecommerce experience, here are a few tips for how to build an email list both online and offline.
When building your email list, it’s important to adhere to local regulations.
Most countries have anti-spam laws in place to protect consumers. Avoid legal action and fees by adhering to your local email marketing regulations.
In the U.S., the CAN-SPAM Act regulates commercial emails. To summarize, the act makes it illegal to put misleading information in a subject line, requires senders to provide a physical mailing address and an unsubscribe option, and makes it obligatory for senders to disclose ads.
When you’ve worked hard to build your email list using legitimate techniques, you'll want to be respectful of your subscribers so they look forward to hearing from you. Here are a few ways to keep them happy:
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