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Email Marketing Post-Pandemic: Here’s What You Need to Know | Cannabiz Media

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While the COVID-19 pandemic is far from over, we’re starting to see a light at the end of the tunnel. It’s amazing how far-reaching the effects of a global health crisis truly are. For businesses, the pandemic even affected how companies sell and promote their products and services, including how they use email marketing.

When quarantines began in the United States in March 2020, companies quickly pivoted to digital communications with consumers, and email marketing volume skyrocketed according to Validity’s Disruption: How the 2020 Pandemic Changed Email research report. Sending volumes have yet to drop back to pre-pandemic levels, and that means people’s email inboxes continue to be inundated with messages every day.

At the same time, companies were less careful in terms of who they sent email messages to. More companies mailed to untested mailing lists and dormant mailing lists according to Validity’s research with little or no segmentation and message customization. As a result, deliverability went down and spam complaints went up.

As you’re reviewing email marketing trends for 2021 and developing your email marketing strategy for 2021, it’s important to understand what adjustments you need to make as a result of the Coronavirus pandemic. What your cannabis or cannabis-related business did last year may not work this year if you don’t make some changes to adapt with the environment around you.

With that said, following are some key things you should do in 2021 to ensure your email marketing is successful post-pandemic:

1. Test and Adapt to Stand out Among High Email Volumes

According to Validity’s research, email volumes remain high post-pandemic. In fact, they’re expected to continue to grow. That means the battle to get noticed in the inbox is harder than ever.

While email engagement increased in the early months of the pandemic, it has returned to pre-pandemic levels according to Validity’s data.

Bottom-line, testing is more important than ever. With mail volumes high and engagement at pre-pandemic levels, companies need to send highly relevant messages to laser-targeted lists to get noticed in the extremely competitive inbox.

2. Consider Different Sending Schedules

A particularly interesting finding in Validity’s research is related to sending schedules. As people moved to work from home or work more diverse schedules during the pandemic, marketers saw shifts in the best times to send email messages to get the most engagement.

Pre-pandemic, sending in the morning was considered a best practice, but the peak send time to get the most opens during the pandemic was between 3:00 p.m. to 5:00 p.m. Similarly, before the pandemic, sending messages at the top of the hour was not considered ideal, but during the pandemic, engagement increased for messages sent at that time.

The key is to test different sending days and times to find what delivers the best results for your campaigns with each specific audience. If your tool offers automated send time optimization features (by list or by individual recipient), as the email marketing tool in the Cannabiz Media License Database does, then use it so your messages are sent at the best possible times based on recipients’ prior engagement behaviors.

3. Be Exceptionally Careful of Spam Tactics

During the COVID-19 pandemic of 2020, companies were more likely to take bigger risks in terms of sending to lists they purchased, rented, or didn’t fully test and vet. As a result, their messages raised spam flags that hurt their sender reputations.

In a nutshell, that means the deliverability of their future campaigns to any lists they use will be limited because mailbox providers have identified them as spammers.

You don’t want that to happen to you, so always use reliable list sources that can guarantee you won’t send campaigns to any spam trap email addresses. During the pandemic, Validity reports that spam trap hits skyrocketed, including:

  • Recycled Traps: Very old email addresses that were abandoned for so long that the provider has repurposed them as spam traps to detect, identify, and block spam messages.
  • Typo Traps: Email addresses that include misspellings, most often in the domain part of the address like john@gmail.ccm or john@gnail.com.
  • Pristine Traps: Also referred to as honeypot traps, these are email addresses created for the sole purpose of catching web scrapers whose spambots scrape content from websites, including email addresses. Often, these email addresses are hidden in the code of web pages.

Today, spam trap hits have dropped to pre-pandemic levels, but the damage was already done for many senders. In addition, you can bet mailbox providers, like Gmail, Outlook, and so on, are looking very closely now. Their algorithms update every time you send an email marketing message, so it’s crucial that you’re very careful and only use your own opt-in lists or highly reliable data sources for sending.

4. Invest More in Email, Content, and Messaging

The old-fashioned spray and pray method of email marketing doesn’t work anymore. In fact, if you simply send generic messages to bulk lists, not only will you not get the results you want, but you may end up with a bad sender reputation and see more and more of your messages land in recipients’ spam folders.

Today, what works in email marketing is sending relevant content to small, hyper-targeted lists of people. That’s how you stand out in the inbox and increase open rates in 2021.

The best way to do it is to invest more into your email marketing budget, which includes the tools you use, the person who strategizes and manages your email marketing programs, the person who writes your messages, the person who designs your messages, and so on.

Email marketing works, but you need to make an investment to get good results.

5. Pay Attention to Email Marketing Best Practices

Don’t forget email marketing best practices. If you don’t know them, take some time to educate yourself or see #4 above and invest in working with people who understand the rules and best practices. With email inboxes more crowded and mailbox providers watching closely, this is not the time to cut corners or take risks.

Take the time to create your buyer personas, segment your lists effectively, and write amazing content for your campaigns. Test, track your results, and make adjustments as needed.

Email marketing is a long-term strategy in 2021 that enables you to attract and nurture leads over time so they become customers and loyal brand advocates. Sending one sales messages and giving up is a recipe for failure. Instead, you need a strategy first in order for email marketing to work for your company.

Key Takeaways about Email Marketing Post-Pandemic in 2021

The biggest takeaway is that inboxes are overflowing, and the best way to stand out is to customize your messages based on who the recipients are. Generic messages to bulk lists not only don’t get the results companies want, but they also could get you flagged by mailbox providers as a spammer, which will hurt the deliverability of all of your future messages.

Follow the recommendations above to stay out of the spam folder, get in the inbox, and get positive results from your email marketing investments in 2021 and beyond.

Want to see how you can connect with cannabis and hemp license holders with email marketing and more tools using the Cannabiz Media License Database? Schedule a demo to see how it can help you grow your business!

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Source: https://www.cannabiz.media/blog/email-marketing-post-pandemic-heres-what-you-need-to-know

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Irish start-up raises funds to get farmers to grow hemp using drones

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An Irish start-up has just raised $5.3 million (€4.5 million) in financing to provide loans to farmers in Ireland and across the world to encourage them to grow hemp for use in cannabidiol (CBD) products.

Co Meath-based Greenheart CBD, which was founded by Paul Walsh and Mark Canavan two years ago, uses drones and artificial intelligence to help maximise crop cultivation by continually monitoring plant health.

The company, which previously secured a government licence to grow hemp with farmers in Co Wicklow, has developed a number of organic CBD products for consumers that have full traceability “from seed to shelf”.

CBD is the lesser-known compound found in the cannabis sativa plant; its more famous sibling, tetrahydrocannabinol, or THC, is the active ingredient in marijuana.

Having recently signed a major distribution contract with Uniphar to distribute its products, the company is now looking to expand its supply chain. It has managed to grow, in retail terms, $12 million worth of crop so far from 10 acres in Ireland but now wants to secure more hemp, particularly from the developing world.

Cannabis association

Despite the growing popularity of CBD products, many farmers find it difficult to obtain financing from banks for hemp production due to its connection with cannabis. Greenheart is therefore stepping in to lend directly to them via smart contracts, which are built on blockchain technology.

Farmers essentially sign up for a package that allows them to start growing hemp immediately. As well as seeds, they get a drone and other smart technology that allows them to produce the purest crop at a decent yield. Greenheart then buys the crop from them.

The drones are used to continually monitor the health of the crop, and they have retractable arms that can remove weeds, pick buds and so on.

“There hasn’t really been an upgrade in terms of technology in agriculture since the introduction of the tractor but I believe that drone technology could change everything,” said Mr Walsh.

A typical loan to a farmer using the company’s lending model could be anywhere between $500 to $50,000 over five years, with interest at 5 per cent. Greenheart estimates that a farmer in the developing world might typically realise $1,500 per annum from existing cash crops but that they could get $2,500 per crop cycle from an acre of CBD cultivation.

Full traceability

According to Mr Walsh, its model could transform the livelihoods of farmers while also giving the company access to the highest-quality hemp, while consumers get full traceability of products that aren’t harmful to the environment.

“Greenheart CBD has committed itself to making a difference in today’s world with a unique and original approach to helping smallholders climb from the poverty trap,” said Liam Robertson, chief executive of Alphabit Fund, which has led the $5.3 million fundraiser.

The company is shortly to publicly launch the Greenheart Punt, a digital token that can be bought and sold. The €5.3 million raised has come from investors buying some of these tokens with others to be made available more widely shortly. One punt is equivalent to $0.10 with 150 million tokens minted in total.

Those who have tokens will be able to use them to access Greenheart products at a significant discount. Money raised via the punt will also help the company finance the purchasing of new land for CBD production, and go towards building a decortication plant to enable an expansion into other product lines, including insulation materials and bio-plastics.

Greenheart is already in profit and has secured over 2,500 customers since it launched in January 2020.

Source : https://www.irishtimes.com/business/agribusiness-and-food/irish-start-up-raises-funds-to-get-farmers-to-grow-hemp-using-drones-1.4534453

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4 Tips to Market Your Marijuana Dispensary

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Even Marijuana Needs Marketing

Marijuana has become a household name. It has already turned that page of history when speaking about weed or smoking it was considered illegal and was punishable. Nowadays, people have a more accepting attitude to the preferences of others and many of them advocate for diversity of opinions and choices. Marijuana, cannabis, and weed, in general, have always been the subject of hot debates, but one thing is clear. People need them for various reasons. Some use marijuana to get that feeling of satisfaction, to feel happy, while others opt for it for recreational purposes. This means that the owners of marijuana dispensaries and shops already have a long-developed customer base. The only thing remaining is to target them carefully and market your product correctly to win their loyalty and trust.

Tip #1. Personal Values

Surprisingly, personal values play a significant role in choosing marijuana over other types of relaxing and recreational activities. Studies have shown that young adults, especially, highly value their health and well-being. However, as this period is probably the most stressful among the others in the human lifespan, young adults very often need something to unwind and have some rest. For these purposes, they can choose weed. Research has shown that young adults consider marijuana healthier than alcohol, and it has become an essential part of their emotional wellness.

Tip #2. Teach New Ways

This can be very applicable to adults and baby boomers. Thinking that marijuana can be interested only to youngsters is the very right step to cutting down a large part of your potential buyers. It turns out that baby boomers have been also interested in marijuana for years; however, they refrained from using it due to societal constraints. As a result, the boomers might not be very well aware of the new and healthier ways to consume marijuana. The best approach here is to advertise and educate boomers on the health benefits of it. On the other hand, it would be great to train your staff to be welcoming to boomers. The latter usually seek information and are very keen on learning and trying something new.

Tip #3. Use Personas in Your Marketing

Personas are a very powerful tool when it comes to marketing. When you do market research, you will see that certain population groups are especially interested in your product. Those groups can be broken down into subgroups based on their gender, occupation, location, etc. For each of them, you can create a persona – a representative figure which accumulates the interests and the motives of these groups in one person. You can name her or him the way you want; the important thing here is that you can consider that persona’s internal frame of reference every time you present a new product. You can use him or her to find out whether that new offer will work for that particular group or not. Based on various reasons, like the frequency of their purchases or benefits they want to get, you can come up with something even better.

Tip #4. Use customized items.

Using custom-printed items would do a great favor to any marijuana dispensary. It is something that helps stand out and promote your business without putting much time and effort into creating something new. Ganjaprint, an all-inclusive store of custom-branded promotions for dispensaries and smoke shops provides a big variety of lighters, bags, matches, grinders, jars and rolling papers, and much more. The best thing about Ganjaprint is that the dispensary-owner can order its logo to be printed on any product, which will make it more recognizable and would differentiate it among the others. For example, Ganjaprint has already come up with designs for refillable custom clipper lighters with a 72-hour rush print offered. Using their website, you can order these lighters or any item that you want choosing the colors and the location.

Marijuana’s Four

By carefully using the tips above any shop owner can make sure that he/she targets the right audience and communicates the products in the right way. On one hand, knowing your customers and speaking in their language would serve the need to win their hearts. On the other hand, applying for the services of Ganjaprint and ordering your unique items will help your product be in use longer than any alternative to it.

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Cannabis

4 Tips to Market Your Marijuana Dispensary

Avatar

Published

on

Even Marijuana Needs Marketing

Marijuana has become a household name. It has already turned that page of history when speaking about weed or smoking it was considered illegal and was punishable. Nowadays, people have a more accepting attitude to the preferences of others and many of them advocate for diversity of opinions and choices. Marijuana, cannabis, and weed, in general, have always been the subject of hot debates, but one thing is clear. People need them for various reasons. Some use marijuana to get that feeling of satisfaction, to feel happy, while others opt for it for recreational purposes. This means that the owners of marijuana dispensaries and shops already have a long-developed customer base. The only thing remaining is to target them carefully and market your product correctly to win their loyalty and trust.

Tip #1. Personal Values

Surprisingly, personal values play a significant role in choosing marijuana over other types of relaxing and recreational activities. Studies have shown that young adults, especially, highly value their health and well-being. However, as this period is probably the most stressful among the others in the human lifespan, young adults very often need something to unwind and have some rest. For these purposes, they can choose weed. Research has shown that young adults consider marijuana healthier than alcohol, and it has become an essential part of their emotional wellness.

Tip #2. Teach New Ways

This can be very applicable to adults and baby boomers. Thinking that marijuana can be interested only to youngsters is the very right step to cutting down a large part of your potential buyers. It turns out that baby boomers have been also interested in marijuana for years; however, they refrained from using it due to societal constraints. As a result, the boomers might not be very well aware of the new and healthier ways to consume marijuana. The best approach here is to advertise and educate boomers on the health benefits of it. On the other hand, it would be great to train your staff to be welcoming to boomers. The latter usually seek information and are very keen on learning and trying something new.

Tip #3. Use Personas in Your Marketing

Personas are a very powerful tool when it comes to marketing. When you do market research, you will see that certain population groups are especially interested in your product. Those groups can be broken down into subgroups based on their gender, occupation, location, etc. For each of them, you can create a persona – a representative figure which accumulates the interests and the motives of these groups in one person. You can name her or him the way you want; the important thing here is that you can consider that persona’s internal frame of reference every time you present a new product. You can use him or her to find out whether that new offer will work for that particular group or not. Based on various reasons, like the frequency of their purchases or benefits they want to get, you can come up with something even better.

Tip #4. Use customized items.

Using custom-printed items would do a great favor to any marijuana dispensary. It is something that helps stand out and promote your business without putting much time and effort into creating something new. Ganjaprint, an all-inclusive store of custom-branded promotions for dispensaries and smoke shops provides a big variety of lighters, bags, matches, grinders, jars and rolling papers, and much more. The best thing about Ganjaprint is that the dispensary-owner can order its logo to be printed on any product, which will make it more recognizable and would differentiate it among the others. For example, Ganjaprint has already come up with designs for refillable custom clipper lighters with a 72-hour rush print offered. Using their website, you can order these lighters or any item that you want choosing the colors and the location.

Marijuana’s Four

By carefully using the tips above any shop owner can make sure that he/she targets the right audience and communicates the products in the right way. On one hand, knowing your customers and speaking in their language would serve the need to win their hearts. On the other hand, applying for the services of Ganjaprint and ordering your unique items will help your product be in use longer than any alternative to it.

source link:platodata

 

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Cannabiz Media Client Spotlight – Shield Compliance | Cannabiz Media

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Shield Compliance is a comprehensive compliance management platform for banking cannabis-related businesses. The company’s focus is on transforming the way cannabis banks and legal marijuana financial institutions manage risk, comply with regulations, and satisfy operational demands across the United States.

Cannabiz Media recently spoke with Tony Repanich, President and Chief Operating Officer at Shield Compliance, to learn more about how he and his team use the Cannabiz Media License Database to support their business development, data intelligence, and license verification processes.

Why Does Shield Compliance Subscribe to the Cannabiz Media License Database?

Shield Compliance subscribes to the Cannabiz Media License Database for access to reliable industry intelligence and licensing data for the cannabis industry. “We rely on the Cannabiz Media License Database to bring information into our platform,” shares Tony Repanich. “It’s an important part of our license verification process and our licensed data set.”

Thanks to the reliable data in the Cannabiz Media platform, Tony and his team save a significant amount of the time and frustration previously required to find the data they need to do their jobs. 

Tony explains, “There are a lot of states that make it very difficult to get information about the licenses they’ve issued and the enforcement actions they’ve undertaken. Where we can get direct state integration to get data, we do that. However, where we need an additional uplift in terms of boots on the street or boots on the phone and keyboard to get the information from states that are more difficult to deal with, we rely on the Cannabiz Media License Database to bring that information into our platform.”

Bottom-line, Tony says, “The Cannabiz Media team has done a great job bringing together that information and having diligence around filling those gaps.”

What’s Next for Shield Compliance?

A big focus for Shield Compliance in the near future is its new onboarding solution. Tony explains, “We brought our new onboarding solution to market at the end of 2020, and it’s really helping our bankers streamline the onboarding process and creating a much better client experience. We’re really excited to get that in front of more bankers this year.”

With more states legalizing cannabis and launching new cannabis programs, Shield Compliance is focusing on future trends and the evolving industry. “We’re having a lot more conversations with bankers that we’ve never talked to in the past, like New York and New Jersey,” Tony shares. “We’re also having a lot more conversations with bankers about their willingness and ability to lend, which is great for the industry.”

For more information about Shield Compliance and to hear additional insights from Tony Repanich, follow the link and listen to Cannabiz Media’s recent Cannacurio podcast episode featuring Tony as the special guest.

To learn more about how subscribing to the Cannabiz Media License Database can help your business like it helps the team at Shield Compliance, follow the link and schedule a free demo.

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Source: https://www.cannabiz.media/blog/cannabiz-media-client-spotlight-shield-compliance

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