Email marketing is one of the most effective tools for cannabis businesses and cannabis-related businesses 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.
One of the key ways to improve your email marketing results is to consider where each person is in the marketing funnel, and each of your contact’s behaviors can tell you where they are in the marketing funnel, what they’re most interested in, and more.
That means you need to track their behaviors. With that 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 and ultimately buy.
You can use the lead scoring tools built into some email marketing and CRM tools to do it, but even if your tool doesn’t include lead scoring functionality, you can use tags to identify key behaviors and target people 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. Abandoned Shopping Cart
If your cannabis business or cannabis-related business sells products or services online, then one of the biggest opportunities to increase sales is remarketing through email. In fact, sending messages to people who go through the process of filling their shopping carts on your website but leave before completing the transaction is the biggest opportunity of all.
These prospects have demonstrated through their behaviors that they’re very interested in what you’re selling, but something stopped them from taking the final step to buy. This is the most important time to connect with them and try to motivate them to make the purchase.
Bottom-line, if you don’t have abandoned shopping cart messages set up already, you need to do it right now!
2. Free Trial Ended
Every cannabis business or cannabis-related business that offers free trial of their products or services, should follow up with people via email if they don’t immediately buy when the free trial ends.
Your 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.
3. 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.
4. 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 near the bottom of the funnel. 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.
5. Opened a Certain Number of Email Messages or Clicked a Certain Number of Links
When someone is very interested in a product, service, brand, or business, they’ll open a lot of the messages that 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.
Your contacts’ 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 messages that will successfully move people from prospects to customers. Get started with the behaviors introduced in this article.
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 these articles to boost your ROI:
- Why Email Marketing is Essential to the Cannabis Industry and How to Leverage It for Profits
- Cannabis Industry Email Marketing Tips and Best Practices
- How to Leverage Data to Improve Email Marketing Results
- 10 Reasons Your Email Marketing Messages Don’t Get to Your Recipients
- 5 Email Marketing Messages Marijuana Retailers Should Be Sending
- How to Write Email Messages that People Actually Read
- Integrating CRM and Email Marketing for Powerful Results
- How B2B Sales and Marketing Teams Use Email and CRM to Get Leads, Close Deals and Reduce Churn
Susan Gunelius, Lead Analyst for Cannabiz Media and author of Marijuana Licensing Reference Guide: 2017 Edition, 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 25-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. Susan has written 11 marketing-related books, including the highly popular Content Marketing for Dummies, 30-Minute Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, The Ultimate Guide to Email Marketing, 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.