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Cannabis Marketing Association (CMA) aims to bring the cannabis marketing community together to share best practices through collective knowledge. It supports the professional growth of cannabis communications professionals by providing industry education, cultivating community, and establishing best practices.

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Cannabiz Media spoke with CMA CEO, Lisa Buffo, in a recent Cannacurio Podcast, and part of the discussion illuminated how CMA leverages the email marketing tool within the Cannabis Market Intelligence Platform to promote its events.

Why Does CMA Partner With Cannabiz Media?

As you might guess from their name, CMA focuses its efforts within the Cannabis Market Intelligence Platform on email marketing.

License holders make up a big portion of their target audience for conferences and events. With the platform, CMA is able to obtain and segment license holder email addresses and develop campaigns to communicate with them.

“It has been really helpful, and we did see a return from it,” Lisa explains. “We have found the data to be accurate. And to have that resource as opposed to going out and spending the time to do it ourselves — you saved our team time.”

What Advice Does CMA Have For Email Marketing?

Lisa has two pieces of marketing advice for cannabis email marketing (though these are helpful points for all marketing!):

1. Remember your customers are sentient breathing human beings. Fancy design and creative copy that doesn’t treat them like emotional sentient beings will not work. You need to build trust with your community.  
2. The tried and true method of inbound marketing does work and does take time. It involves creating content that your customers are searching for and helping answer their questions.

The key takeaway: Thoughtfulness goes a long way. Businesses spend millions of dollars on fancy campaigns that don’t treat their customers like real people. There’s no amount of money that will make up for that.

To learn more about the email marketing tool within the Cannabis Market Intelligence Platform or how it can help you market your product, service, or event to license holders like CMA does, schedule a quick demo.