Why E-mail Marketing is Still King

e-Receipts have swiftly evolved into a superb method to dispense receipt and as an essential marketing tool for businesses in the cannabis industry. As of 2020, digital receipts uphold approximately 85%  adoption rates with retailers. Furthermore, 73% of patrons have reported that they would be more than willing to provide an e-mail address to receive a digital receipt. At this rate, e-receipts show no sign of declining. Besides being eco-friendly, e-receipts are a solid engagement and marketing tool. To better optimize the e-receipt program implemented by your business, consider the following best practices:

CTAs and target marketing

transactional e-mails have one of the most elevated open velocities in the e-mail marketing game. Additionally, digital receipts can yield up to an 82% unrestricted rate, making these e-mails valuable for a cannabis business.  One way to maintain a high click-through rate is to enforce calls to action and dynamically target marketing content. This will entice new members while existing members should be updated on their current status within the loyalty program.

Make e-receipts flexible.

Although many consumers are straying away from increasing their carbon footprint, patrons like choices. Consider making your e-receipts printer-friendly. There is still a respectable amount of patrons who like to accumulate a record of their transactions the old-fashioned way. By providing patrons with the open to print your receipt, it will present another vehicle of engagement with the customer. This can increase open rates dramatically.

E-receipts are great ways to follow up.

Consumers have gotten in the habit of receiving a receipt after a purchase. This transactional ritual ought not to be neglected. Even if patrons elect to receive digital tickets, they are subconsciously programmed to engage with the receipt after a transaction, albeit physical or digital. By staying aligned with this consumer conditioning, patrons are more likely to open and engage with the e-receipt immediately following the transaction.

Enforce a share switch

We are in the primetime of digital consumerism and internet marketing. The share button has surpassed the value associated with word of mouth. Consider implementing a share button into your digital receipt to encourage patrons to share their purchases with friends and social circles. Digit Influenceability is at an all-time high; people on social media pay close attention to those who share company marketing material as most of it is organic and unbiased. This, in turn, can increase the engagement of patrons and put your business on the radar of social media associates of loyal patrons.

Prepare all employees on the Ask

For any marketing arm of a business to be successful, every employee must be informed of the programs and campaigns. Specifically, employees should be trained on the most effective way to enroll patrons in digital receipts and e-mail marketing. Having a stellar loyalty program or e-mail marketing campaign if the soldiers on the front lines do not understand the most efficient way of implementing the ask to the patrons they have a professional relationship with. For example, consider implementing a script upon check-out to engage patrons.

There’s nothing like an old-fashioned thank you.

One of the most overlooked best practices that businesses are guilty of is the implementation of gratitude. Not only should the associates convey feelings of professional gratitude for a consumer’s patronage, but a form of appreciation should exist within the e-receipt. By simply thanking a customer for their purchase, they gain comfort in knowing that the business they chose to spend their hard-earned dollars with is thankful for being their choice. 

E-mail marketing, e-receipts, and transactional e-mails still are prominent mediums of marketing for any cannabis business.

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