With so many marketing and advertising tactics unavailable (or extremely challenging) for the cannabis industry, email marketing has climbed to the top of the list as one of the best ways to connect with cannabis and hemp license holders and businesses. However, if you’re not effectively segmenting your email list in order to send the most relevant marketing messages and offers, your results will suffer.
Research shows that segmented email campaigns get 100.95% more clicks and 14.31% more opens than campaigns that aren’t segmented for specific target audiences. In fact, marketers have experienced an increase of 760% in email marketing revenue from the segmented campaigns they send to targeted audiences.
You can’t ignore the data, and based on the above statistics, segmenting your email list and sending the best messages to each person will definitely boost your results. To help you get started, following is an introduction to key segmentation strategies that email marketers can use when crafting messages for the cannabis and hemp industries.
3 Key Segmentation Strategies
All segmentation strategies rely on data, so you need to be using the right tools to extract useful data about the people on your email list in order to effectively target them and market to them. The three most popular and effective segmentation strategies are demographic, behavioral, and psychographic.
Demographic segmentation involves segmenting your email list based on population statistics. Criteria to segment your list in this strategy include factors like location, occupation or position, type of business, business revenue, age, gender, income, education status, and so on.
Of course, not all demographic data is useful to every marketer, so you need to determine which factors are the best for you to focus on to build targeted lists for your purposes.
Putting the Strategy into Action: If you’re trying to connect with cannabis license holders to sell your products or services to businesses operating within the marijuana industry, there are several ways you can use the data within the Cannabiz Media License Database to segment your audience and create laser-targeted email lists for specific, high-converting campaigns.
For example, if your business wants to sell a product like a software tool, display products, security products and so on, you could use the targeting features within the Cannabiz Media License Database to create your own list including dispensaries and retailers with active licenses that are located in specific geographic areas.
As another example, if you’re trying to sell a product or service to licensed cannabis cultivators, you could target based on factors like size of canopy, type of lighting used, whether the facility is an indoor or outdoor grow environment, number of employees, and more.
There are dozens of criteria to segment your list with and even more combinations to create the best performing list possible.
Behavioral segmentation focuses on segmenting your email list based on specific actions that people have taken with your previous email messages, website, online ads, and more.
For example, people who open your email messages are definitely interested in your content, and people who actually clicked on links inside your messages are likely to be even more interested. Therefore, it makes sense to target these engaged people on your list with messages tailored to their likes based on their previous behaviors.
Putting the Strategy into Action: With Cannabiz Media’s recent launch of the new and improved email marketing tool in the Cannabiz Media License Database, there are more ways to target cannabis and hemp license holders than ever.
For instance, it’s easy to identify your hottest leads in the License Database based on their previous behaviors and create a targeted email list to market to them. Tags allow you to track who opened or clicked on your message, find engaged contacts, and push contacts through the marketing funnel with hyper-relevant messages and offers.
You can even create your own tags to track specific behaviors and boost your email marketing ROI even higher.
Psychographic segmentation involves targeting people based on psychological attributes such as attitude, opinions, goals, and personal preferences. This is the most difficult data to obtain, but it can be very useful in targeting people with the best messages to move them to action.
Putting the Strategy into Action: Targeting by psychographic criteria is more complex than demographic or behavioral targeting, and it requires analysis to segment using this type of data. Fortunately, there are some ways to do it using the Cannabiz Media License Database.
As an example, you may want to send different messages to license holders who are members of one or more cannabis and hemp industry organizations, like NCIA, MITA, and more, versus those who are not members. You can segment by industry organization affiliation within the Cannabiz Media License Database and send different messages to each segment.
Key Takeaways about Email List Segmentation for the Cannabis Industry
Email list segmentation is one of the best ways to improve your brand’s reputation among cannabis and hemp license holders and boost your email marketing results. The key to success is testing, testing, testing! Remember, the best email message won’t convert if the wrong people see it.
Want to learn more about how subscribing to the Cannabiz Media License Database can improve your email marketing results to cannabis and hemp license holders in the U.S. and international markets? Schedule a demo to see it in action!
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. She has been working with clients in the cannabis industry since 2015. 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.