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Email marketing is essential to the cannabis industry. With some of the most effective marketing opportunities unavailable to businesses operating in and with the cannabis industry, email is a channel that can be used to move people through the buyer journey – from prospect to loyal customer. This is particularly true for businesses that target cannabis license holders across the supply chain.
Business-to-business (B2B) email marketing messages can help companies raise brand awareness with cannabis license holder leads. Campaigns can also be sent to nurture leads and build brand trust – the kind of trust that converts leads into sales. You can easily track prospects’ and customers’ behaviors to send more targeted messages in the future. You can also use key performance data to continually improve your results and your return on investment.
To help you improve your email marketing results, this article provides a compilation of tips and links that – when read completely – gives you a comprehensive guide to B2B email marketing in the cannabis industry. If you want to up your email marketing game, everything you need to get started is included in this ultimate guide.
Email marketing in 2022 is not the same as email marketing was five years ago. Today, email marketers are at the mercy of email service providers (ESPs). These ESPs are the mailbox providers – like Google, Outlook, Apple Mail, and so on – that people use to access their email messages. ESPs are the gatekeepers to people’s inboxes, and they use sophisticated algorithms to keep unwanted messages out.
Therefore, if you don’t know the do’s and don’ts of email marketing (what ESPs do and don’t like), then your email marketing results will be poor. And if you don’t keep up on email marketing best practices, your messages will end up in spam and junk folders rather than inboxes.
Recommended reading to learn about email marketing do’s and don’ts and best practices:
Sending generic messages to big lists of people (i.e., spray and pray) is dead. If you want to get good results today, you have to send personalized messages to hyper-targeted lists, and you have to make sure you’re only sending to people who positively engage with your messages. If you’re not, ESPs will see you’re sending content people don’t want and more and more of your messages will go to spam/junk rather than inboxes.
Currently, Google is the only ESP that allows you to get a sense of what it thinks of you as a sender – and only if you’re sending from your own domain rather than a shared domain. Using Google Postmaster Tools, you can see your domain reputation according to Google, which rates your reputation as high, medium, low, or bad. The better your reputation, the more Google trusts you, and more of your messages will go to inboxes.
It’s up to you to make sure you’re not sending messages or doing anything that ESPs could consider to be spammy – even if it’s unintentional. Otherwise, no one will see your email campaigns and your return on investment will tank.
Recommended reading to learn about domain reputation, deliverability, and spam:
Remember, spray and pray is dead. To be successful in email marketing today (and to ensure your messages keep getting to recipients’ inboxes), you should only send content that people want. To do that, you need to first identify your target audiences. Second, you have to segment your audience into unique buyer personas and separate email lists. Third, you must personalize the messages you send to each list.
The more segmented you can get your lists and the more personalized you can get the content of your messages for each audience, the better your results will be. Before you send any message, always ask yourself, “Does every person on this list truly want this message?” If the answer is no, then you haven’t segmented your list enough or personalized the content enough.
Recommended reading to learn how to define your target audience(s) and segment your lists to get the best email marketing results:
Email marketing isn’t just about selling. Not everyone is ready to buy at the exact moment they receive your email message. This is especially true for B2B email marketing. Furthermore, the higher the price of your product or service and the longer the buying cycle typically is for your product or service, the less likely someone is to positively react to a sales-oriented email message.
Today, email marketing is about acquiring and moving prospects through the marketing funnel – from cold leads at the top of the funnel to warm leads in the middle and hot leads at the bottom. With that in mind, leads at the top of the funnel need to receive messages that raise brand awareness and recognition while leads in the middle of the funnel need to receive messages that build trust and nurture your brand’s relationship with them. Only leads at the bottom of the funnel are likely to respond positively to promotional email messages.
Therefore, you need to learn how to write email marketing content that intrigues and motivates recipients across the buyer journey. This requires a comprehensive strategy and creating calls-to-action (CTAs) that lead to a variety of goals that are appropriate at different stages of the buyer journey, not just sales.
Recommended reading to learn more about how to write B2B email marketing messages to cannabis license holders:
How do people engage with the email messages you send? Are they opening your messages and clicking on links inside once or multiple times? The more engaged people are with your email messages, the better your results will be (and the higher your domain reputation and deliverability will be).
When you track recipients’ behaviors and engagement with your email messages, you can use the data to create “next step” campaigns that lead them through the marketing funnel. You can also identify your hottest leads – the ones that are ready for a sales-oriented email campaign or one-to-one outreach from a salesperson on your team.
In addition to understanding current email marketing trends, staying up to date on best practices, and following the tips included in this guide, you also need to understand the basics of the cannabis industry to create successful email marketing campaigns for cannabis license holders. With this knowledge, you’ll be able to develop a B2B email marketing plan that delivers the results you need.
Ready to connect with cannabis and hemp license holders using the Cannabiz Media License Database for sales and marketing (including B2B email marketing)? Schedule a demo and see how a subscription can help you reach your business goals.