Email marketing for cannabis businesses is a wonderful blending of two worlds. Despite cannabis marketing being a relatively new field, email marketing has been around since the advent of the email itself.
Did you know that, on average, brands earn $32 in revenue for every $1 spent on email marketing? Such a high ROI makes it an important strategy for any budget-limited cannabis or CBD team.
So, how can current cannabis organizations take advantage of this highly effective form of digital outreach?
Having the perfect email subject line of course!
When sending an email to a lead, customer, or client, the first thing they will see is your email subject line. So here we’re going to teach you how to make sure your marijuana business has a perfect subject line to ensure your open rate is well-above industry standard!
Drop the capitalization
It’s a common habit to capitalize every word in your subject line, similar to how you would format the title of an article header.
But research shows this isn’t the way to go.
In fact, studies on the subject revealed that emails that contained lower case subjects were opened 35% more times than when capitalized!
…and pretty please NEVER capitalize every letter. That’s just annoying and is a strong indicator of spam.
KISS (Keep it short stupid!)
Studies have also shown that email open rate levels are higher when the subject line text is 30 characters or less.
This is becoming especially true now that 61.9% of all emails are opened on mobile devices which show less of the subject’s content.
A lower case opening line with a short, few-word message makes messages appear much more personal. This brings us to our next point.
Let’s get personal
Personalization in an email subject line goes a long way.
No one wants to feel like they are being mass targeted and research agrees.
Email marketing-enabled CRMs like Hubspot make doing this easy. Contact records like names, birthdays, phone numbers, and emails can easily be kept in one central database and then inserted in outgoing emails at scale.
The next time you write that mass email be sure to make it personalized!
This is about them, not you
Marketers agree emails should be about the recipient, not the sender.
With every time you contact a potential client, be sure you are providing value. The first step in that is letting them know you recognize their needs.
Rather than write subject lines like this:
- WINTER DISCOUNT
- We just made a new hire!
Try something like this:
- Improve your cannabis twitter account’s following with these tools
- We’d love to help you with cannabis HR
No one likes someone that only talks about themselves, email marketing is no different.
Don’t be afraid to use those emojis
Yup, you read that right. Emojis are becoming more common in business emails every year. Studies show that 54% of brands found that adding emojis to their subject lines increased open and click-through rates. Another study shows that in a test where participants received some emails including emojis and others not, the participants reported higher rates of memory of the ones the had emojis. Cool right!?
Wrapping it up
It’s clear that both legal cannabis and email marketing are here to stay. Low costs and high ROI should put email marketing at the top of the list for cannabis marketers.
For a full breakdown of everything you need to know about cannabis marketing take a look at our comprehensive guide.
Want to learn more about cannabis marketing? Check out our weekly cannabis marketing newsletter. It’s full of helpful, actionable tips and strategies to grow your brand in the cannabis industry.
Cannabound is the leading cannabis & CBD marketing agency. Cannabound works with top cannabis brands to boost brand growth through influencers, publishers, SEO, PPC, and paid advertising.