Cold Email Metrics for Cannabis: 2024 Guide

Here’s what you need to know about cold email metrics for cannabis businesses in 2024:

Key metrics to track: delivery rate, open rate, click-through rate, reply rate, conversion rate, unsubscribe rate
Industry benchmarks:

Metric	Target
Delivery Rate	90%+
Open Rate	20%+
Click-Through Rate	5%+
Reply Rate	5%+
Conversion Rate	2%+
Unsubscribe Rate	<0.5%

Top tools: Alpine IQ, Klaviyo, MailerLite, Moosend
Legal considerations: GDPR compliance, CAN-SPAM Act, state/local laws
Tips to improve:
- Personalize emails
- Segment your list
- Use clear calls-to-action
- Follow email best practices
- Monitor metrics and adjust

Track these metrics to boost deliverability, engagement, and ROI while staying compliant in the cannabis industry.

What Are Cold Email Metrics for Cannabis?

Cold email metrics are numbers that show how well cannabis businesses’ email campaigns are doing. These numbers help companies see what’s working and what needs to be fixed in their emails.

Tracking these metrics is important for cannabis businesses because it helps them:

See if their emails are effective
Find ways to make their emails better
Make choices based on facts, not guesses
Follow cannabis industry rules
Sell more products

Here are the main cold email metrics for cannabis businesses:

Metric	What It Means
Delivery rate	How many emails reach inboxes
Bounce rate	How many emails don’t get delivered
Open rate	How many people open the email
Click-through rate	How many people click links in the email
Reply rate	How many people respond to the email
Conversion rate	How many people take the desired action
Unsubscribe rate	How many people opt out of future emails

By looking at these numbers, businesses can understand how their emails are doing and make them better.

In the next part, we’ll look closer at each of these metrics and how to use them to improve email campaigns.

Key Cold Email Metrics for Cannabis Businesses

This section covers the main metrics cannabis businesses should track for their email campaigns. These numbers help companies see how well their emails are doing and where they can improve.

Deliverability Metrics

These metrics show if emails are reaching people’s inboxes:

Metric	Meaning
Delivery Rate	How many emails get to inboxes
Bounce Rate	How many emails don’t get delivered

A high delivery rate is good. A high bounce rate might mean problems with your email list or content.

Engagement Metrics

These metrics show how people interact with your emails:

Metric	Meaning
Open Rate	How many people open the email
Click-Through Rate (CTR)	How many people click links in the email
Reply Rate	How many people respond to the email
Conversion Rate	How many people do what you want them to do
Unsubscribe Rate	How many people stop getting your emails

High numbers here mean your emails are working well.

List Management Metrics

These metrics show how your email list is doing:

Metric	Meaning
List Growth Rate	How fast your email list is growing
List Churn Rate	How many people leave your list

A growing list with few people leaving is good.

Revenue and ROI Metrics

These metrics show how much money your emails are making:

Metric	Meaning
Revenue per Email	How much money each email makes on average
Return on Investment (ROI)	How much money you make compared to what you spend
Cost per Acquisition (CPA)	How much it costs to get one new customer

High numbers here mean your emails are making good money.

Deliverability Metrics

Deliverability metrics show if emails are reaching people’s inboxes. These numbers are key for cannabis businesses to check how well their emails are doing.

Delivery Rate

The delivery rate shows how many emails get to inboxes. A high number means more people see your emails. Things that affect this include:

Email setup
Sender reputation
Email content quality

Bounce Rate

The bounce rate shows how many emails don’t get delivered. There are two types:

Bounce Type	Description
Hard bounce	Email is rejected forever
Soft bounce	Email is rejected for now

A high bounce rate might mean problems with your email list or content.

To make these numbers better, cannabis businesses should:

Keep email lists up-to-date
Use email security tools (SPF, DKIM, DMARC)
Make good emails people want to read

Engagement Metrics

Engagement metrics show how people interact with your cold emails. These numbers help cannabis businesses see if their emails are working well.

Open Rate

The open rate shows how many people open your emails. A high number means your subject line and email are good. To get more opens:

Write catchy subject lines
Make emails people want to read
Use a good sender name and email address

Click-Through Rate (CTR)

The CTR shows how many people click links in your email. A high CTR means your email is interesting. To get more clicks:

Put links where people can see them
Use clear link text
Make sure your email is useful

Reply Rate

The reply rate shows how many people answer your email. A high number means your email makes people want to talk. To get more replies:

Make emails personal
Ask people to reply
Show why your email matters

Conversion Rate

The conversion rate shows how many people do what you want after clicking a link. A high number means your email works well. To get more conversions:

Make sure your landing page matches your email
Tell people clearly what to do
Show why they should do it

Unsubscribe Rate

The unsubscribe rate shows how many people stop getting your emails. A low number is good. To keep people subscribed:

Don’t send too many emails
Make good emails people want to read
Send the right emails to the right people

Here’s a quick look at these metrics:

Metric	What It Means	How to Improve It
Open Rate	People opening your email	Write good subject lines, make useful emails
Click-Through Rate	People clicking links	Put links in good spots, use clear link text
Reply Rate	People answering your email	Make emails personal, ask for replies
Conversion Rate	People doing what you want	Match landing pages to emails, be clear about what to do
Unsubscribe Rate	People stopping your emails	Don’t send too many, make good emails

List Management Metrics

List management metrics help cannabis businesses track how their email lists grow and change. These numbers show if the email list is healthy and working well.

List Growth Rate

List growth rate shows how fast the email list is getting bigger. A high number means the business is getting many new subscribers. To get more subscribers:

Make it easy to sign up on the website
Give people a reason to sign up, like a discount
Use social media to tell people about the email list

List Churn Rate

List churn rate shows how many people leave the email list. A low number is good. It means people want to keep getting emails. To keep people on the list:

Remove old or wrong email addresses
Send emails that people want to read
Don’t send too many emails

Tracking these numbers helps cannabis businesses make their email marketing better.

Metric	What It Means	How to Make It Better
List Growth Rate	How fast the email list grows	Make sign-up easy, give reasons to join, use social media
List Churn Rate	How many people leave the list	Remove old emails, send good content, don’t send too much

Revenue and ROI Metrics

These metrics show how much money cannabis businesses make from their email campaigns. They help companies see if their emails are worth the cost and effort.

Revenue per Email

This number shows how much money each email makes on average. To make more money per email:

Make emails personal
Send different emails to different groups
Improve email content

Return on Investment (ROI)

ROI shows if email campaigns are making more money than they cost. To get a better ROI:

Make email campaigns better
Lower costs
Increase sales

Cost per Acquisition (CPA)

CPA is how much it costs to get one new customer through email. To lower CPA:

Improve email campaigns
Cut costs
Get more people to buy

Here’s a quick look at these metrics:

Metric	What It Means	How to Make It Better
Revenue per Email	Money made from each email	Make emails personal, send to right groups, improve content
Return on Investment (ROI)	If emails make more money than they cost	Make campaigns better, lower costs, increase sales
Cost per Acquisition (CPA)	Cost to get one new customer	Improve campaigns, cut costs, get more buyers

How to Read Cold Email Metrics for Cannabis

To use cold email metrics for cannabis, you need to know what good numbers look like and how to use them to make your emails better.

Benchmarks for the Cannabis Industry

Here are some good numbers to aim for in cannabis email marketing:

Metric	Good Number
Delivery Rate	90% or more
Open Rate	20% or more
Click-Through Rate (CTR)	5% or more
Reply Rate	5% or more
Conversion Rate	2% or more
Unsubscribe Rate	0.5% or less

Remember, these numbers are just a guide. Your best numbers might be different based on what you want to do and who you’re emailing.

Using Metric Data

Here’s how to use your email numbers to make your campaigns better:

Check your numbers: Use email tools to see how your emails are doing.
Look at the benchmarks: See how your numbers compare to the good numbers for cannabis emails.
Find what to fix: Look for low numbers that show where you can do better.
Change your plan: Based on what you find, change how you make your emails. You might need to write better subject lines or change who you’re sending emails to.
Keep watching: Always look at your numbers and keep making your emails better.

Ways to Improve Cold Email Metrics

This section shows how to make your cannabis email marketing better. We’ll look at how to fix key numbers and get more from your emails.

Improving Deliverability

Getting emails to inboxes is key. Here’s how to do it:

Action	How It Helps
Keep a good sender name	Stops emails from being marked as spam
Slowly send more emails	Prevents sudden jumps that look bad
Use clear subject lines	Avoids high bounce rates

Increasing Engagement

To get more people to open and click your emails:

Tip	Why It Works
Use names in subject lines	Makes emails feel personal
Add urgent calls to action	Gets people to click faster
Send different emails to different groups	Makes content more relevant

Better List Management

A good email list is important. Here’s how to keep it healthy:

Method	Benefit
Use sign-up forms	Makes sure people want your emails
Group your list	Lets you send better emails to each group
Remove old contacts	Keeps your list fresh and active

Increasing Revenue and ROI

To make more money from your emails:

Technique	How It Helps
Offer time-limited deals	Makes people want to buy now
Use clear buttons to click	Makes it easy for people to act
Look at your numbers	Helps you see what to fix

Tools for Tracking Cannabis Cold Email Metrics

To track cannabis cold email metrics, you need good tools. Here are some email platforms that work well for cannabis businesses and what to look for in them.

Email Platforms for Cannabis Businesses

Some email platforms work better for cannabis companies. Here are a few good ones:

Platform	What It Does
Alpine IQ	Helps with customer data, loyalty programs, apps, and email automation
Klaviyo	Handles email and text marketing, works well with online stores
MailerLite	Easy to use, has templates you can change, and can send lots of emails
Moosend	Does everything for email marketing, including testing different versions

What to Look for in Email Tools

When picking an email tool, make sure it can track these things:

Metric Type	What It Tracks
Deliverability	How many emails get to inboxes, bounce back, or are marked as spam
Engagement	How many people open, click, reply to, or buy from your emails
List Health	How fast your email list grows and how many people leave it
Money	How much money each email makes and if it’s worth the cost

Choose a tool that can track all these numbers. This will help you see how well your emails are doing and where you can make them better.

Legal Issues to Consider

Cannabis email marketing has special rules. Here are the main legal things to think about:

GDPR is a big rule about keeping people’s information safe. For cannabis businesses, this means:

GDPR Requirement	What It Means
Get permission	Ask before sending emails
Be clear	Tell people how you use their info
Check age	Make sure subscribers are old enough

CAN-SPAM Act and Cannabis Email Marketing

The CAN-SPAM Act sets rules for business emails. Cannabis companies must:

CAN-SPAM Rule	What to Do
Let people unsubscribe	Add a clear way to stop emails
Follow opt-outs	Stop sending when asked
Use honest subject lines	Don’t trick people to open emails

Following State and Local Laws

Each place has its own rules. Cannabis businesses need to:

Get the right permits
Follow ad rules
Make sure emails follow local laws

Picking Email Tools for Cannabis

Not all email tools allow cannabis content. When choosing:

Do This	Why It Matters
Check if cannabis is okay	Some tools don’t allow it
Look at different options	Find one that fits your needs
Read the rules carefully	Avoid problems later

What’s Next for Cannabis Cold Email Metrics

As cannabis businesses grow, their email metrics will change too. New tools will help make emails work better. Here’s what might happen:

Smart Computer Programs

New computer programs will help make better emails:

What They’ll Do	How It Helps
Send different emails to different people	More people will open and click
Learn what works best	Emails will get better over time

Mixing Different Ways to Reach People

Cannabis companies will use emails with other ways to talk to customers:

Method	Why It’s Good
Social media	Reach people in different places
Text messages	Quick way to send deals

Making Sure Emails Get There

It will be very important that emails reach people’s inboxes:

What to Do	Why It Matters
Follow email rules	Avoid being marked as spam
Keep email lists clean	More emails will get delivered

Looking at How People Act

Cannabis businesses will pay more attention to what people do with their emails:

What to Track	What It Shows
Opens	Do people like the subject line?
Clicks	Is the email interesting?
Buys	Does the email make people want to buy?

Using Computer Programs to Save Time

Programs will do more work automatically:

What It Does	How It Helps
Send emails at the right time	More people will see them
Fix problems quickly	Keep emails working well

Wrap-up

This guide has covered the main cold email metrics for cannabis businesses. By keeping track of these numbers, you can make your emails work better, reach more inboxes, get more people to read them, and make more money.

Here’s a quick look at what we’ve learned:

Metric Type	What to Track
Deliverability	How many emails get to inboxes and bounce back
Engagement	How many people open, click, reply to, or buy from your emails
List Health	How fast your email list grows and how many people leave
Money	How much each email makes and if it’s worth the cost

To make your cannabis email marketing better:

Use tools to check your email numbers
Look at how your numbers compare to others in the cannabis industry
Find areas where you can do better
Change how you make your emails based on what you learn
Keep watching your numbers and making your emails better

By using these metrics and tips, cannabis businesses can make emails that work well. Remember to stay up-to-date with new ideas in cannabis email marketing to do better than other companies.

If you use cold email metrics the right way, they can help cannabis businesses:

Get more customers
Make more money
Do well in a tough market

FAQs

What is the benchmark for cold outreach?

Cold email campaigns for cannabis businesses typically see lower response rates than other industries due to strict rules and email provider policies. Here’s a quick look at good numbers to aim for:

Metric	Target
Average response rate	8.5%
Open rate	30%
Response rate	30%
Conversion rate	50%

This 30/30/50 rule helps you check if your emails are working well. Keep in mind that cannabis companies might see lower numbers because of industry limits.

To do better with cold emails in the cannabis industry:

Follow all laws about cannabis ads
Pick email tools that allow cannabis content
Make your emails stand out without breaking rules
Keep trying new ways to reach people