Cannabis Email Segmentation: 10 Tips to Boost Results

Email segmentation allows cannabis businesses to divide their subscriber list into targeted groups based on factors like demographics, behavior, interests, and location. This enables sending personalized content that resonates better with each audience, leading to:

Increased Engagement: Segmented campaigns get higher open and click-through rates.
Higher Conversions: Sending relevant offers to each segment increases chances of converting subscribers.
Stronger Relationships: Segmentation shows understanding of customers’ unique needs and preferences.

There are several segmentation methods:

Method	Data Source	Segmentation Criteria
Demographic	Customer data, surveys	Age, gender, location, job
Behavioral	Email engagement, purchase history	Open rates, click rates, purchase frequency
Psychographic	Customer surveys, feedback	Interests, values, lifestyle
Geographic	Location data, IP addresses	Region, city, climate

To maximize results, continuously refine your segmentation strategies:

Analyze engagement metrics across segments.
Identify underperforming segments that need refinement.
Monitor changes in customer interests and behaviors.
Update segmentation rules based on performance insights.

By regularly reviewing and optimizing your email segments, you can ensure messaging stays relevant, improve deliverability, maximize ROI through precise targeting, and adapt quickly to changing market conditions.

1. Know Your Customers

To create effective email campaigns, you need to understand your customers well. Gather data about them from various sources:

Data Sources

Demographics: age, gender, location, etc.
Behavior: purchase history, browsing activity, etc.
Interests: hobbies, values, lifestyle preferences, etc.

Segmentation Criteria

Divide your customers into groups based on:

Demographics: age, gender, location, etc.
Behavior: purchase history, browsing activity, etc.
Interests: hobbies, values, lifestyle preferences, etc.

Personalization

Understanding your customers allows you to personalize emails for each group. For example:

Customer Segment	Personalized Content
CBD Fans	Highlight CBD product benefits, offer CBD discounts
THC Enthusiasts	Promote THC products, share THC strain info

Tailoring content to each segment’s interests and needs increases engagement and conversions.

2. Use Demographic Data

Demographic data helps you create targeted email campaigns for your cannabis audience. Here’s how to use it:

Data Sources

Collect demographic data from:

Customer surveys
Social media profiles
Online forms and sign-ups
Purchase history

Segmentation

Segment your email list based on demographics like:

Age
Gender
Location
Income level
Occupation

For example:

Segment	Description
Young Adults	Ages 18-34, interested in recreational cannabis
Women 35-55	Interested in CBD products for wellness
High-Income	Interested in premium cannabis products

Personalization

Personalize emails using demographic data:

Use age-appropriate language and visuals
Offer products relevant to interests and needs
Provide exclusive discounts and promotions

3. Use Customer Behavior Data

Understanding how your customers interact with your business provides valuable insights. By analyzing their behavior, you can create targeted email campaigns that better resonate with your cannabis audience.

Data Sources

Collect customer behavior data from:

Email metrics (open rates, click-through rates, conversion rates, bounce rates, unsubscribe rates)
Website interactions (page views, time spent on site)
Purchase history

Segmentation

Segment your email list based on customer behavior, such as:

Segment	Description
Engaged Subscribers	Frequent email openers and clickers
Inactive Subscribers	Low email engagement or non-responders
Purchasers	One-time or repeat buyers
Abandoned Carts	Customers who didn’t complete a purchase

Personalization

Personalize emails using behavior data:

Offer promotions based on purchase history
Send reminders to inactive subscribers
Provide exclusive content to engaged subscribers
Tailor email content dynamically based on behavior

4. Understand Your Audience’s Values and Lifestyles

In the cannabis industry, knowing your target audience’s values, attitudes, and lifestyles is key for effective email marketing. Psychographic segmentation helps you divide your email list based on these traits, allowing you to tailor your content and messaging to resonate with each group.

Data Collection

Gather psychographic data through surveys, online forms, and customer interactions. You can also analyze customer feedback, reviews, and social media conversations to gain insights into their values, attitudes, and lifestyles.

Segmentation Criteria

Segment your email list based on psychographic characteristics, such as:

Segment	Description
Health-Focused	Prioritize wellness and health benefits of cannabis products
Recreational Users	Focus on relaxation and enjoyment of cannabis products
Eco-Conscious	Concerned about sustainable and eco-friendly cannabis practices
Budget-Minded	Prioritize affordability and value for money

Personalized Content

Personalize your email content by addressing each segment’s unique needs and interests. For example:

Offer health-focused subscribers promotions on CBD products or educational content on the health benefits of cannabis.
Provide recreational users with exclusive access to new products or limited-time offers.
Highlight environmentally friendly practices and sustainable products to eco-conscious subscribers.
Offer budget-minded subscribers discounts or loyalty rewards.

5. Segment by Geographic Location

Data Source

Customer location data (country, state/region, city)
Delivery zones and areas served

Segmentation Method

Segment	Description
Geographic Location	Group customers based on where they live
Proximity to Stores	Group customers by their closeness to retail locations or delivery hubs
State/Region	Separate lists for different states/regions with varying cannabis laws

Personalization Level

Customize messages and offers based on local cannabis rules and trends
Highlight nearby stores, events, or promotions relevant to their area
Use local language, images, and cultural references

Automation Capability

1. New Store Openings

Trigger automated email flows when a new store opens in a region

2. Abandoned Cart Reminders

Send location-based abandoned cart reminders and post-purchase follow-ups

3. Dynamic Content

Automatically adjust email content based on the customer’s geographic segment

6. Tailor Content Based on Purchase History

Data Source

Purchase history (products bought, order frequency, spend amounts)
Browsing and cart abandonment data

Segmentation Method

Segment	Description
Purchase Frequency	Group customers by how often they buy (e.g., first-time, repeat, frequent buyers)
Product Categories	Group based on types of products purchased (e.g., edibles, vaporizers, CBD)
Spend Amount	Group by typical order value (e.g., low, medium, high spenders)
Replenishment Cycles	Identify products needing reordering and time reminders accordingly

Personalization

Recommend complementary products based on past purchases
Cross-sell and upsell opportunities tailored to buying patterns
Loyalty program offers for high-value customers
Replenishment reminders for consumable products

Automation

Browse Abandonment Flows

Trigger emails for viewed but unpurchased products, with recommendations

Cart Abandonment Reminders

Remind customers about items left in shopping carts with incentives

Replenishment Notifications

Automate emails for reordering consumables based on typical usage cycles

Post-Purchase Sequences

Follow up with educational content and complementary product offers

7. Create Segments Based on Email Engagement

Data Source

Email open rates
Click-through rates (CTR)
Conversion rates
Bounce rates
Unsubscribe rates

Segmentation Method

Divide your email list into groups based on how subscribers interact with your emails:

Segment	Description
Engaged Subscribers	Subscribers who frequently open and click on emails
Inactive Subscribers	Subscribers with low or no engagement with emails
Converters	Subscribers who have made a purchase or taken a desired action
Bounced Emails	Subscribers whose emails could not be delivered successfully

Personalization

Engaged Subscribers: Send more frequent emails with tailored content
Inactive Subscribers: Launch targeted campaigns to re-engage them
Converters: Offer personalized promotions or discounts
Bounced Emails: Improve email deliverability by optimizing this segment

Automation

1. Engagement-Based Workflows

Trigger automated emails based on subscriber engagement levels, such as welcome series or abandoned cart reminders.

2. Inactivity Alerts

Set up automated emails to re-engage inactive subscribers after a period of inactivity.

3. Conversion Triggers

Send targeted emails or offers to subscribers who have converted or completed a desired action.

4. Bounced Email Management

Automate email address validation and correction to improve deliverability for bounced emails.

8. Use Dynamic Content for Personalization

Dynamic content allows you to customize emails for specific audience segments. By using dynamic content, you can create tailored messages based on subscribers’ preferences, behaviors, and demographics.

Data Source

To create dynamic content, you’ll need data from:

Subscriber demographics (age, location, occupation)
Behavioral data (purchase history, email engagement)
Interests and values

Segmentation Method

Segment your email list based on the collected data, such as:

Segment	Description
New Subscribers	Recently joined your list
Engaged Subscribers	Frequently open and click emails
Inactive Subscribers	Low or no email engagement
Converters	Made a purchase or took a desired action
Bounced Emails	Emails that could not be delivered

Personalization Level

Dynamic content allows you to personalize emails by:

Using subscriber names and preferences
Creating targeted content based on demographics and behaviors
Offering personalized promotions and discounts
Customizing email content with dynamic fields

Automation Capability

Email marketing automation tools can automate dynamic content, allowing you to:

Trigger automated emails based on subscriber engagement
Launch campaigns to re-engage inactive subscribers
Offer personalized promotions to converters
Improve email deliverability for bounced emails

9. Implement Automated Workflows

Automating workflows is crucial for effective cannabis email segmentation. By setting up automated tasks and triggers, you can save time, increase efficiency, and ensure your email campaigns are targeted and relevant.

Data Sources

To implement automated workflows, you’ll need data from:

Subscriber details (age, location, occupation)
Behavior (purchase history, email engagement)
Interests and preferences

Segmentation Methods

Automated workflows can be triggered based on specific segments, such as:

Segment	Trigger
New Subscribers	Welcome email series or first-time discount
Engaged Subscribers	Targeted content or promotions for active openers/clickers
Inactive Subscribers	Re-engagement campaign to win them back

Automation Capabilities

Email marketing tools can automate tasks like:

Triggering emails based on subscriber engagement
Launching re-engagement campaigns for inactive subscribers
Offering personalized promotions to customers who converted
Improving email deliverability for bounced emails

Examples

1. Welcome Series

Automatically send a series of emails to new subscribers, introducing your brand and products.

2. Abandoned Cart Reminders

Trigger emails reminding customers about items left in their shopping cart, with incentives to complete the purchase.

3. Replenishment Notifications

Automate emails for reordering consumable products based on typical usage cycles.

4. Post-Purchase Sequences

Follow up with educational content and complementary product offers after a purchase.

10. Regularly Review and Optimize Segments

Data Source

Email marketing platform analytics and reports
Website visitor tracking and behavior data
Customer relationship management (CRM) data
Sales and customer support interactions

Segmentation Method

Action	Description
Analyze Engagement	Review metrics like open rates, click-through rates, and conversions across segments
Identify Underperformers	Find segments with low engagement that need refinement
Monitor Changes	Track evolving customer interests, preferences, and behaviors
Adjust Criteria	Update segmentation rules based on performance insights

Personalization Level

Action	Description
Refine Segments	Continuously improve targeting precision
Update Content	Adapt dynamic content and personalization rules
Adapt Messaging	Tailor messages and offers to changing customer needs

Automation Capability

Action	Description
Schedule Reviews	Automate segment reviews and optimizations on a regular basis
Move Contacts	Set up triggers to automatically move contacts between segments
Retire Segments	Archive obsolete segments to maintain a lean database
Use Machine Learning	Implement machine learning to detect patterns and optimize segments

By regularly reviewing and optimizing email segments, cannabis businesses can:

Ensure messaging stays relevant and engaging for each audience
Improve email deliverability and avoid sender reputation issues
Maximize ROI from email marketing efforts through precise targeting
Adapt quickly to changing market conditions and customer behaviors

Consistently monitoring performance data allows you to iterate and fine-tune segments for optimal results over time. Set up processes to routinely audit segments, test variations, and implement enhancements based on insights.

Comparing Email Segmentation Methods

Email segmentation allows you to divide your subscriber list into groups based on specific criteria. There are several methods to choose from, each with its own advantages and drawbacks. Here’s a comparison to help you decide which approach works best for your cannabis business:

Segmentation Method	Data Source	Segmentation Criteria	Personalization Level	Automation Capability
Demographic	Customer data, surveys	Age, gender, location, job	Basic	Limited
Behavioral	Email engagement, purchase history	Open rates, click rates, purchase frequency	Medium	Moderate
Psychographic	Customer surveys, feedback	Interests, values, lifestyle	High	Advanced
Geographic	Location data, IP addresses	Region, city, climate	Basic	Limited

Demographic Segmentation

This method divides your audience based on demographic factors like age, gender, location, and occupation. It’s useful for targeting specific age groups or locations.

Behavioral Segmentation

This approach groups subscribers based on their behavior, such as email engagement, purchase history, and browsing habits. It helps you target users who are more likely to convert.

Psychographic Segmentation

This method focuses on subscribers’ interests, values, and lifestyle. It allows you to create highly personalized content that resonates with your audience.

Geographic Segmentation

This approach segments your audience based on their location, which is useful for targeting specific regions or cities.

Each segmentation method has its strengths and weaknesses. Consider your business goals and the data you have available to determine the best approach for your cannabis email marketing campaigns.

Conclusion

Email segmentation is a powerful tool for cannabis businesses to boost their email marketing results. By dividing your subscriber list into targeted groups based on factors like demographics, behavior, interests, and location, you can create personalized content that resonates better with each audience.

Here are the key benefits of email segmentation:

Increased Engagement: Segmented campaigns get higher open and click-through rates compared to non-segmented ones, as tailored messages are more relevant.
Higher Conversions: Sending relevant offers and promotions to each segment increases the chances of converting subscribers into customers.
Stronger Relationships: Segmentation shows you understand your customers’ unique needs and preferences, building loyalty and trust.

There are several segmentation methods to choose from:

Method	Data Source	Segmentation Criteria
Demographic	Customer data, surveys	Age, gender, location, job
Behavioral	Email engagement, purchase history	Open rates, click rates, purchase frequency
Psychographic	Customer surveys, feedback	Interests, values, lifestyle
Geographic	Location data, IP addresses	Region, city, climate

Each method has its strengths and weaknesses, so consider your business goals and available data to determine the best approach.

Remember to continuously refine your segmentation strategies for optimal results:

Analyze engagement metrics across segments.
Identify underperforming segments that need refinement.
Monitor changes in customer interests and behaviors.
Update segmentation rules based on performance insights.

By regularly reviewing and optimizing your email segments, you can:

Ensure messaging stays relevant and engaging for each audience.
Improve email deliverability and avoid sender reputation issues.
Maximize ROI from email marketing efforts through precise targeting.
Adapt quickly to changing market conditions and customer behaviors.