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How to Prepare Your 2021 Email Marketing Strategy | Cannabiz Media

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If you’re investing time and money into email marketing, then it doesn’t make sense to send messages and hope something works. Instead, you need to be confident that the email campaigns you send have the best chance of driving the results you want.

Like any other part of your business, you need a strategy and a plan to make the strategy come to life, so before the year ends, you should have a 2021 email marketing strategy defined and an email marketing plan in place.

Email Marketing Strategy vs. Plan vs. Tactics – What’s the Difference?

Before we go any further, let’s get some confusion around semantics out of the way by defining three terms – strategy, plan, and tactics.

An email marketing strategy identifies your goals and your target market(s) of consumers (who). It provides a clear picture of where your brand stands in the marketplace compared to your competitors and documents the marketing messages you need to communicate in order to move your business closer to achieving its goals. An email marketing strategy explains what you’re going to achieve through your marketing efforts and why you want to achieve it.

On the other hand, an email marketing plan explains how, when, and where you’re going to fulfill your email marketing strategy by outlining a complete roadmap of tactics that when implemented, will lead to the achievement of your strategic goals.

Finally, email marketing tactics are the specific actions and investments identified in your plan that you’ll use to execute the plan.

Think of it this way. If your email marketing strategy identifies one of the things (i.e., the what) that you’re going to achieve as a specific increase in demos for your cannabis-related software platform, then your email marketing plan could include a blog calendar filled with monthly tactical campaigns (i.e., the how, when and where). These campaigns can include special promotions, free content, webinar invitations, and more.

Questions to Answer in Your 2021 Email Marketing Strategy

Documenting your 2021 email marketing strategy doesn’t have to feel like an overwhelming task. Start by answering these important questions:

  • What goals do you want to achieve through your email marketing investments in 2021?
  • What email marketing campaigns are your competitors sending and investing in? How often do they send messages?
  • Who is your target audience? How will you find them in order to connect with them via email?
  • What email marketing challenges do you face that you’ll need to plan to overcome in 2021? Do you have the right tools and resources to realistically achieve the goals in your email marketing strategy?
  • What have you been doing in terms of email marketing during 2020? What worked? What needs to change?
  • What key performance indicators (KPIs) will you track to determine if you achieve your goals?
  • How will you integrate your email marketing with your other marketing investments?

Defining Your Strategic Goals for Email Marketing

The first question in the previous section can often be an obstacle if you’re not a seasoned email marketing professional and don’t have such a person on your team – either as an employee or a vendor/contractor.

To help you get started, here is a list of some areas to focus on as you develop your own email marketing strategic goals for the next 12 months:

  • Increase website traffic
  • Increase social media audience and sharing
  • Build brand recognition and trust
  • Build and strengthen relationships
  • Educate and share information
  • Become known as a trusted expert
  • Generate media inquiries and publicity
  • Increase demos or trials
  • Move people through the marketing funnel and buyer journey
  • Increase client inquiries (online forms, email replies, phone calls)
  • Close sales

Once you have clear, specific, measurable, and achievable goals written up, you can fill in the rest of your marketing strategy. This includes competitor research and defining your target audience, which is another area that can be frustrating. Follow the link to learn how to create buyer personas, and defining your target audience will be much easier.

Bring Your Email Marketing Strategy to Life with an Email Marketing Plan

Once your 2021 email marketing strategy is defined, you can create a tactic-filled email marketing plan. Plot everything on a calendar keeping in mind how important it is to send a consistent volume of messages on a consistent schedule to stay out of the spam folder!

Your email marketing calendar will tell you what you’re going to send, to whom, and when, so you never have to sit down at your computer and try to think about what message to send to prospects. Without a plan, you won’t get the results you need or reach your goals.

Think about your different target audiences and create quarterly plans to move them through the marketing funnel and buyer journey. It can be easier to think in 3-month intervals than an entire year, so go ahead and break the year into smaller chunks if it helps. This also allows you to do a complete analysis every quarter to see if you’re on track to reach your strategic goals or need to make some changes along the way.

At a minimum, your email marketing calendar should include the following information for every campaign:

  • Send date
  • Target audience
  • List segmentation criteria
  • List size (or sizes for multiple lists)
  • Type of campaign (e.g., educational, announcement, sales, etc.)
  • Message topic
  • Subject line
  • Call-to-action (CTA)
  • CTA URL destination
  • UTM codes (if you use UTM codes to track what people do after they click a link in your campaign)
  • A/B testing element
  • A/B testing result

After a campaign is sent, you can add KPI metrics directly to the calendar (e.g., open rate, click rate, and so on) or you can create a separate document to track results if you prefer.

Key Takeaways about Email Marketing Strategy

Keep in mind, simply sending one generic sales message after another to large lists won’t help you reach your goals. In fact, that strategy is usually a recipe for ruining your sender reputation with mailbox providers, which means your messages will end up going to spam rather than inboxes in the future.

For your email marketing strategy to be successful, you need to send highly-relevant messages to hyper-targeted lists of people. By creating a comprehensive content calendar as part of your email marketing plan, you can map out exactly how you’re going to use email campaigns to move your audience to take the necessary actions so you’ll hit your strategic goals.

Want to take your email marketing to verified cannabis license holders to the next level in 2021? Schedule a demo of the Cannabiz Media License Database to see how it can help your business grow in the coming year and beyond.

Coinsmart. Beste Bitcoin-Börse in Europa
Source: https://www.cannabiz.media/blog/how-to-prepare-your-2021-email-marketing-strategy-and-plan

Cannabis

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.

Coinsmart. Beste Bitcoin-Börse in Europa
Source: https://www.cannabiz.media/blog/cannabiz-media-client-spotlight-shield-compliance

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