Spam and bulk emailing have become a real problem for the Cannabis Industry.
Not a day goes by where I don’t receive an unsolicited email from a cannabusiness owner or employee looking to sell me something or provide me with some kind of service.
Whether cannabusiness owners are buying email lists, lifting emails from seed-to-sale software, pulling addresses from group emails that have not blind copied the recipients, or simply finding emails on various websites, spamming is happening at an alarming rate in this industry.
Guess what? It’s highly illegal to send unsolicited emails and this could lead to serious trouble for your business.
So don’t do it! Even if it’s tempting to reach out and offer your services to someone who is on a group email with you, please don’t do it. Your sales messages will not only get overlooked, but the FTC could slap you with a hefty fine.
Trust me when I tell you that the Cannabis Industry is still under a microscope. The last thing you want to do is violate the U.S Federal Trade Commission’s CAN-SPAM Act of 2003.
What is the U.S Federal Trade Commission’s CAN-SPAM Act of 2003?
According to the FTC website,
Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.
Here’s a rundown of CAN-SPAM’s main requirements:
Now that you know what NOT to do, let’s focus on the positive and how to use email marketing responsibly and effectively.
Ask permission!
I know that sounds obvious but it’s something that’s being overlooked in our industry. Many cannabusiness owners do not have an opt-in box above the fold on their websites. Meaning, that they are not asking for their prospects’ names and email addresses upfront and center. If your prospects have to scroll all the way down to the bottom of your site to opt-in for your newsletter or to receive your free content, you’re likely to lose out.
What is an opt-in box you might ask?
An opt-in box is a place where your prospects and customers can enter their name and email address in return for something of value from you or your company.
Trade your valuable information for their valuable contact information.
Want people to opt-in?
Give them a great reason to! We are in the age of information and your prospects are hungry to know how your company can help them achieve their goals. Whether you are a dispensary owner or a lawyer, you have a solution to your prospects’ needs and you need to show them right away that you are their number one choice.
A few great ways to deliver value are via your newsletter, a free report or a video training series. The key is to balance your sales messages with free valuable information that actually helps your prospects with their most pressing issues. Once you have mastered this balance you will become the go-to-expert in your field and you will have developed the trust required to close the sale.
Balance Sales Messages With Free Information
As I just stated you want to be mindful that you’re not just overloading your prospects with sales and promotions. It’s easy to achieve what’s known as ad blindness (or deafness) in this modern day where we are bombarded with noise and clutter at every turn.
If you provide valuable and relevant information to your prospects and customers you will demonstrate that you are the number one solutions provider in your field. Once you do this you will easily rise to the top of the pack and people will absolutely want to do business with you.
How You Can Provide Value
Here are a few ideas on how you can provide value to your prospects and customers.
Dispensary Owners:
Lawyers:
Security Companies:
Accountants:
Garden Supply Store Owners:
HVAC:
The main takeaway here is this; your prospects want to trust you and want to know that you care about their most pressing problems. Email marketing is a fantastic way to get your sales and promotions across to your prospects but you must A) have their permission; and, B) provide more than sales messages to position yourself as a trustworthy industry leader.
If you can build your email list in a sustainable, permission-based way you will not only increase your sales but you will develop lasting relationships with your customers.
Remember! It’s a heck of a lot cheaper to keep a customer than it is to acquire a customer.
Alexa Divett is the founder of Alexa Divett LLC, a business coaching and consulting company helping cannabis business owners achieve success through the implementation of sound business practices and time-tested marketing techniques.
As a successful entrepreneur, longtime marijuana advocate and medical grower, Alexa Divett understands the unique needs of the cannabis industry.
Alexa Divett is also the co-founder of Maya Media Collective, a Portland Oregon based creative firm that specializes in the cannabis industry.
Recently Alexa published Marijuana Millions: The Foundation For Success, which The Weedblog called the best marijuana branding book to date.
Alexa’s products and presentations on marketing and branding cannabis businesses have made her an in-demand and innovative expert in the cannabis business world.
Alexa’s goal is to help entrepreneurs achieve marijuana millions while uplifting the cannabis industry. To learn more about her visit www.alexadivett.com.
Awesome read!
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