Email marketing typically outperforms social media for driving cannabis website traffic:
- Email marketing ROI: $36 for every $1 spent
- Direct communication with subscribers
- Fewer restrictions than social media
Social media advantages:
- Broader reach (4.7 billion daily users)
- Brand building and community engagement
- Some platforms (like Twitter) now allow cannabis ads
Quick Comparison:
| Factor | Email Marketing | Social Media |
|---|---|---|
| Reach | Direct to subscribers | Broader audience |
| Targeting | Highly personalized | Platform-dependent |
| ROI | $36 per $1 spent | Varies, often lower |
| Content Control | Full control | Platform restrictions |
| Analytics | Detailed tracking | Platform-dependent |
Key strategies:
- Grow email list through website forms and social media
- Create engaging, compliant content for both channels
- Use social media to build brand, email for direct promotion
- Track performance and adjust tactics accordingly
Always follow cannabis marketing regulations and platform policies.
Related video from YouTube
1. Basics of Email Marketing for Cannabis
1.1 What is Email Marketing?
Email marketing for cannabis businesses involves sending targeted messages to subscribers. It’s a direct way to reach customers, share product info, and boost sales. Unlike social media, you control your audience list.
1.2 Benefits
- High ROI: $36 return for every $1 spent
- Direct communication without platform restrictions
- Personalization based on customer preferences
- Easy to track opens, clicks, and conversions
1.3 Obstacles
- Platform restrictions: Many email services don’t allow cannabis content
- Legal compliance: Follow laws like CAN-SPAM in the US
- Content limitations: Avoid words or images that trigger spam filters
Solutions:
- Use cannabis-friendly platforms like Moosend or Klaviyo
- Get clear consent and offer easy unsubscribe options
- Be careful with content to avoid spam flags
| Platform | Starting Price | Features |
|---|---|---|
| Moosend | $9/month | 500 subscribers, unlimited emails |
| Klaviyo | $20/month | 500 subscribers, up to 5,000 sends |
"By sending relevant and timely email marketing campaigns to potential customers, you can elevate brand awareness and gradually increase your conversions."
Tips:
- Grow your list through website sign-ups, events, and social media
- Segment your audience for targeted messaging
- Use automation for welcome series, abandoned cart emails, and follow-ups
- Track results and adjust your strategy
2. Social Media for Cannabis Marketing
2.1 Main Social Media Platforms
| Platform | Cannabis-Friendliness | Key Features |
|---|---|---|
| High | Open discussions, active community | |
| X (Twitter) | Moderate | Allows some cannabis ads |
| Moderate | B2B networking | |
| Low | High user engagement, Stories feature | |
| Low | Event pages, local targeting | |
| TikTok | Very Low | Large younger audience, high risk of flagging |
2.2 Advantages
- Reach: Over 4.7 billion daily users
- Brand Building: Humanize brands and build trust
- Engagement: Direct interaction with customers
- Cost-Effective: Organic marketing can be free
2.3 Challenges
- Ad Restrictions: Most platforms limit or ban paid cannabis ads
- Content Rules: Strict guidelines on cannabis content
- Account Risks: Posts can lead to suspensions or bans
- Changing Policies: Rules often change, requiring adaptation
Navigation tips:
- Stay updated on platform policies
- Focus on education without direct promotion
- Use creativity: trivia, polls, behind-the-scenes content
- Consider cannabis-specific networks like Weedable or CannaBuzz
"Mainstream social media does not allow you to promote the sale of an illegal product, so keep any sales language like ‘in stores now’, ‘available now’ and ‘in stock,’ out of your cannabis posts." – Elizabeth Udell, Industry Consultant
3. Email vs. Social Media for Website Traffic
3.1 Reaching Target Audiences
| Method | Reach | Targeting |
|---|---|---|
| Direct to inbox | Subscribers only | |
| Social Media | Broad audience | Platform-dependent |
Email reaches interested subscribers, while social media casts a wider net but faces content restrictions.
3.2 User Engagement
Email allows personalized content delivery. Social media enables real-time interaction and community building.
"Although social media platforms regulate cannabis-related content, it doesn’t mean social media should not be a cannabis marketing strategy you utilize in 2024." – Emily Rodgers, Marketing Manager at Drive Research
3.3 Cost and Results
- Email ROI: $36 for every $1 spent
- Social Media: Varies, often lower due to ad restrictions
3.4 Following Industry Rules
Both require careful navigation of cannabis marketing laws:
- Email: Ensure subscribers are 21+, follow data privacy laws
- Social Media: Adhere to platform-specific content guidelines
3.5 Tracking Results
| Metric | Social Media | |
|---|---|---|
| Open rates | Yes | No |
| Click-through rates | Yes | Yes |
| Conversion tracking | Yes | Platform-dependent |
Email provides more detailed tracking options.
Best practices:
- Use email for direct promotions and personalized content
- Leverage social media for brand awareness and community engagement
- Cross-promote: Use social media to grow your email list
- Test different strategies and track results
4. Email Tips to Increase Website Visits
4.1 Growing Your Email List
- Add sign-up forms on your website
- Use pop-ups to capture visitor information
- Offer newsletter subscription at checkout
- Run contests or giveaways
- Collect emails at events or in-store
"Start with your current contacts and send them a personal invite to join your email newsletter." – Emily Rodgers, Marketing Manager at Drive Research
4.2 Writing Good Emails
- Use clear, attention-grabbing subject lines
- Include a strong call-to-action (CTA) in every email
- Keep content brief and focused
- Use images and videos
- Highlight new products or limited-time offers
4.3 Personalizing Emails
| Technique | Benefit |
|---|---|
| Use recipient’s name | Increases open rates |
| Segment by purchase history | Boosts relevance |
| Tailor content by location | Improves engagement |
| Send based on browsing behavior | Increases click-through rates |
4.4 When to Send Emails
- Test different days and times
- Start with 1-2 emails per week
- Use automation for triggered emails
- Monitor open rates and adjust schedule
"Triggered emails have 8x more opens and clicks, showing how cannabis brands can improve services by responding to specific customer actions." – Cannabis Marketing Association
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5. Social Media Tips for More Website Visits
5.1 Making Good Social Media Posts
- Use high-quality visuals
- Share informative cannabis content
- Post regularly
"Social media is meant to be social so use this as an opportunity to educate and entertain." – Cannabis Marketing Association
5.2 Using Hashtags
| Platform | Recommended Hashtag Usage |
|---|---|
| 1-2 hashtags per post | |
| 1-2 hashtags per tweet | |
| Up to 11 hashtags per post |
Popular hashtags: #cannabis, #marijuana, #weedcommunity
5.3 Building a Social Media Community
- Respond to comments and messages promptly
- Run Q&A sessions and polls
- Share user-generated content
- Host contests
5.4 Paid Social Media Ads
- Focus on educational content
- Target specific audiences
- Comply with platform advertising policies
6. Combining Email and Social Media
6.1 Promoting Across Channels
- Share email content snippets on social media
- Add social media buttons to emails
- Use social media to promote your email list
6.2 Getting Emails from Social Media
- Run contests requiring email sign-up
- Offer exclusive content to email subscribers
- Use social media ads to promote your email list
| Platform | Email Collection Method |
|---|---|
| Lead generation ads | |
| "Email" button on business profile | |
| Link to landing page in bio |
6.3 Using Content in Multiple Ways
- Break down email content for social media posts
- Use social media polls for email newsletter data
- Create infographics from email content for social sharing
7. Measuring Results
7.1 Email Performance Numbers
| Metric | Description | Good Performance |
|---|---|---|
| Open Rate | % of recipients who open your email | Above 25% for opt-in lists |
| Click-Through Rate (CTR) | % of recipients who click a link | 3% for opt-in lists |
| Click-to-Open Rate (CTOR) | % of openers who click a link | 10-15% for opt-in lists |
| Unsubscribe Rate | % of recipients who opt out | Under 1% |
7.2 Social Media Performance Numbers
Focus on:
- Engagement rate (likes, comments, shares)
- Website visits from social posts
- Conversions from social traffic
Use UTM parameters to track platform performance.
7.3 Tools for Tracking
- Google Analytics
- Email Service Provider (ESP) Analytics
- Social Media Platform Analytics
- Cannabis-Specific POS Systems
8. Real Examples of Success
8.1 Successful Email Campaign
Prima‘s CBD cosmetics campaign:
- Personalized recommendations
- Clear subject line with emojis
- Focused content on CBD benefits
8.2 Successful Social Media Campaign
Flowhub‘s Twitter Success:
| Metric | Result |
|---|---|
| Reach | Millions of users |
| Campaign duration | Minimum 6 weeks |
| Key implementation | Twitter Pixel base code |
Cassville Dispensary‘s Facebook Strategy:
- Grew to 6,000 followers
- Posted about products and promotions
- Organized events
Crystal Carnivore‘s Video Content:
- Educational videos on Facebook
- Showcased unique products
Hashtag 420‘s Instagram Approach:
- Stoner-themed posts
- Used relevant hashtags
- Drove traffic through relatable content
Conclusion
Email marketing and social media both drive cannabis website traffic, each with unique strengths. Email offers direct customer communication, with 70% preferring promotional content via email and a $36 ROI for every $1 spent.
Social media builds brand personality and local connections, despite restrictions. Success stories:
| Platform | Success Story |
|---|---|
| Flowhub’s ads reached millions | |
| Cassville Dispensary grew to 6,000 followers |
Combine strategies for maximum impact:
- Use social media to grow email lists
- Share email content on social platforms
- Create platform-specific content
Follow platform rules and industry regulations. Focus on value through education or promotions.
With the cannabis market projected to reach $100 billion by 2024, a balanced approach using both email and social media is key to standing out and driving traffic.
