Your Dispensary Email Masterclass (Minus the Tuition)

Several platforms are known to support cannabis businesses, including:

• Springbig: Offers a comprehensive suite tailored for cannabis retailers, featuring customizable templates, advanced segmentation, and compliance-focused tools to enhance customer engagement.
• Happy Cabbage: Utilizes machine learning to optimize email and SMS campaigns, providing predictive audience segmentation and real-time analytics to boost dispensary sales.
• Klaviyo: Provides robust automation and segmentation features, allowing cannabis businesses to deliver personalized email campaigns that drive customer retention.
• MailerLite: Known for its user-friendly interface and cannabis-friendly policies, it offers customizable templates and automation tools suitable for dispensaries.
• Moosend: Delivers automation and segmentation capabilities, enabling cannabis marketers to create targeted email campaigns easily.
• Flodesk offers aesthetically pleasing templates and supports cannabis content, making it ideal for brands focusing on visual appeal.
• Alpine IQ: Specifically designed for cannabis businesses, it provides integrated marketing solutions, including loyalty programs and customer analytics.

To build a quality email list:

• In-Store Sign-Ups: Encourage customers to subscribe at the point of sale.
• Website Forms: Include sign-up forms on your website and offer incentives like discounts.
• Events and Promotions: Collect emails during events or special promotions.
• Loyalty Programs: Integrate email sign-ups with your loyalty program enrollment.

Personalization can be achieved through:

• Segmentation: Group subscribers based on preferences, purchase history, or demographics.
• Dynamic Content: Tailor content within emails to match subscriber interests.
• Behavioral Triggers: Send emails based on subscriber actions, like abandoned carts or past purchases.

Avoid these pitfalls:​

• Non-Compliant Content: Ensure all content adheres to legal standards and platform policies.
• Overloading Subscribers: Too many emails can lead to unsubscribes.
• Neglecting Mobile Optimization: Design emails that are mobile-friendly.
• Ignoring Analytics: Regularly review performance metrics to refine your strategy.

Key performance indicators (KPIs) include:

• Open Rate: Percentage of recipients who open your email.
• Click-Through Rate (CTR): Percentage of those who click on links within the email.
• Conversion Rate: Percentage of those who complete a desired action, like purchasing.
• Unsubscribe Rate: Percentage who opt out of your emails.
• Bounce Rate: Percentage of emails not delivered successfully.