Growing a Canadian Dispensary Email Newsletter List to 4,700 Subscribers in 3 Years
Background
Following Canada's legalization of recreational cannabis in 2018, the market experienced a surge in new dispensaries. One dispensary recognized the importance of building a direct marketing channel to establish customer loyalty amidst the competition. Together, we launched an email newsletter campaign with the goal of creating a subscriber base of engaged customers. Through targeted strategies and compliance with Canadian anti-spam legislation (CASL), the dispensary grew its list to 4,700 subscribers over three years.
Strategies
1. Compliant Opt-ins: I ensured a double opt-in process (sign-up form + confirmation email) for all subscribers, complying with Canada's anti-spam legislation (CASL) and maintaining list quality.
2. Welcome Offers: I created a welcome series with exclusive discounts to incentivize sign-ups and drive initial sales.
3. Exclusive Promotions: Newsletters contained unique promo codes, early sale access, and limited-time offers to create a sense of subscriber exclusivity.
4. Educational Content: I developed content linking to informative blog posts about cannabis products and responsible use, positioning the dispensary as an authority.
5. Loyalty Integration: I integrated the email program with the dispensary's existing loyalty points system, keeping subscribers updated on rewards.
6. Segmentation: I built lists for different customer groups, enabling personalized content and increasing newsletter relevance.
7. Optimized Sign-ups: I optimized the website's sign-up form and implemented pop-ups to maximize online opt-ins.
8. In-store Promotion: I worked with the dispensary to promote the newsletter in-store, aligning online and offline strategies.
Results
• The email list grew to 4,700 subscribers in three years.
• Open rates averaged 28%, and click-through rates 12%, exceeding industry benchmarks.
• Subscribers spent an average of 20% more per purchase compared to non-subscribers.
• Open rates averaged 28%, and click-through rates 12%, exceeding industry benchmarks.
• Subscribers spent an average of 20% more per purchase compared to non-subscribers.
Conclusion
Through compliant practices, targeted incentives, and relevant content, I helped the dispensary build a large and engaged email list. Email became crucial for driving sales and loyalty. As the dispensary continues to evolve, I remain committed to optimizing their email strategy for ongoing success in Canada's competitive cannabis market.