For cannabis businesses and ancillary businesses, email marketing is one of the most effective tools to connect with prospects and turn them into customers. However, simply sending mass emails to every person you can won’t deliver the results you need. In fact, sending generic messages to bulk lists is a recipe to end up in the spam folder, and you don’t want that to happen!
One of the key ways to improve your email marketing results (and stay out of spam) is to identify your target audiences’ buyer personas, segment your lists, and send hyper-relevant messages to each niche audience. This requires understanding the demographics of each target audience (e.g., state, license activity, license status, and so on for cannabis license holder audiences) as well as their behaviors, and that means you need to track their behaviors.
When you have behavioral data, you can segment your audience based on those behaviors and send targeted messages to give them the extra nudge they need to move through the marketing funnel from prospects to customers. If you subscribe to the Cannabiz Media License Database, you can use custom tags to identify key behaviors and target license holders based on those tags.
Following are five behaviors you can track to send targeted email marketing messages that move people from prospects to customers.
1. Opened Specific Email Messages or Clicked Specific Links
Every email message that you send gives you more information about the contacts on your list. Their behaviors can tell you what they’re interested in, where they are in the marketing funnel, and more. You just need to watch those behaviors and create strategies to leverage them.
For example, if you send a specific email message offering a discount on your product or service, then every person who opens that message or clicks the link in that message to visit your website is an important lead. If they weren’t thinking of buying, they would ignore the message entirely.
In this example, the fact that they took the time to open it, review the offer, and possibly click the link to get more information tells you they’re interested. Don’t let them get away! Instead, follow up with additional email messages or phone calls to help them over the final hurdle they’re facing so they buy.
2. Opened a Certain Number of Email Messages or Clicked a Certain Number of Links
When someone is very interested in your product, service, brand, or business, they’ll open a lot of the messages your company sends to them. They’ll also click on a lot of links within those messages. You should be tracking message opens and link clicks and set a threshold that identifies a highly engaged contact as a hot lead.
Set points to thresholds based on their engagement with your messages to rank leads as cold, warm, hot, and extremely hot. With those rankings, you’ll know where people are in the funnel and can send the targeted messages and content they need the most or follow up directly with a sales call.
3. What People Do After Clicking Links in Your Email Messages
If you’re using UTM codes to track what people do after they click on the links in your email messages, you’ll gain a wealth of information that you can use to tailor future messages and sales outreach.
Use Google’s Campaign URL Builder tool to create unique UTM codes for each link in your email messages, which will enable you to track in your Google Analytics account not just where traffic to specific pages on your website comes from but also where they go and what they do while they’re on your site. In addition, you can compare your marketing investments using the Channels Report in your Google Analytics account.
Bottom-line, if you aren’t using UTM codes in your email marketing messages already, you need start using them right now!
4. Free Trial Ended
Every cannabis business or cannabis-related business that offers free trials of their products or services should follow up with people via email if they don’t immediately buy when the free trial ends.
Your follow-up email messages should focus on the benefits or your product or service to tap into the psychological effect called the “fear of missing out” (FOMO). Additionally, offer easy ways for these prospects to get help so they can get over any obstacles that may be preventing them from buying.
5. Free Demonstration Completed
If you offer free demos of your product (e.g., a SaaS product or a complex product), then you should have email messages ready to go after the free demos end. Most people are at least somewhat interested in a product after seeing a free demo, so it’s the perfect time to try to push them through the funnel.
Think of it this way – when someone signs up for a free demo, they’ve shown that they’re very interested in your product and are actively looking for a solution to one or more problems they’re experiencing.
If the demo doesn’t convince them that your product is the solution, then you shouldn’t give up. Instead, follow up by phone and email and give them more information about features and benefits that will move them from prospect to customer.
Your audiences’ behaviors tell you so much about their needs and where they are in the marketing funnel. Track their behaviors and pay close attention. With that information, you can create highly targeted email marketing messages that will successfully move people from prospects to customers.
Get started with the behaviors introduced in this article, and when you’re ready to take your email marketing to cannabis and hemp license holders to the next level, schedule a demo of the Cannabiz Media License Database and see how it can help your business grow.
More Expert Email Marketing Tips for Cannabis Businesses and Cannabis-Related Businesses
Want to learn more about email marketing and get the best results with the Cannabiz Media License Database? Read our email marketing articles to boost your ROI.
Originally published 4/21/20. Updated 11/20/20.
Susan Gunelius, Director of Email Marketing Strategy for Cannabiz Media, is also President & CEO of KeySplash Creative, Inc., a marketing communications company offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services. She spent the first half of her nearly 30-year career directing marketing programs for AT&T and HSBC. Today, her clients include household brands like Citigroup, Cox Communications, Intuit, and more as well as small businesses around the world. She has been working with clients in the cannabis industry since 2015. Susan has written 11 marketing-related books, including the highly popular Ultimate Guide to Email Marketing for Business, Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and she is a popular marketing and branding keynote speaker. She is also a Certified Career Coach and Founder and Editor in Chief of Women on Business, an award-winning blog for business women. Susan holds a B.S. in marketing and an M.B.A in management and strategy.