Name one ad you saw online today? Name a commercial you saw on TV? Now think about what you received today in your mailbox. Your mail is more memorable due to its tactile nature and the limited pieces of mail you get on a daily basis. Direct mail advertising is a tried-and-true advertising medium that breaks through the clutter, drives outstanding results, utilizes a world-class modern approach to data and is highly trackable.
Direct mail advertising for cannabis is also compliant at the state level, meets 21+ restrictions, meets restrictions around school zone exclusions, and delivers phenomenal results. In the official guide below, we walk you through how to properly set up, manage, and track a successful direct mail campaign for your cannabis business.
Developing Successful Direct Mail Advertising Campaigns
When planning and executing any marketing initiative it is essential to decide which goals
you want to achieve.
Are you looking for broad awareness, strong ROI, an influx of new customers or motivating existing customers?
Or is it all of the above?
Establishing clear goals allows you to easily track campaigns and make adjustments for future campaigns.
Determining Goals, Marketing Objectives, and Segmentation
What is your target market for the campaign? Is it the canna-curious? Heavy recreation users? Medicinal patients? Soccer moms looking to replace alcohol? Seniors? Having a specific segment to target allows you to craft unique messaging and creative which appeals to that audience.
With direct mail you can acquire lists for any segment you would need.
Need to reach seniors over 60 years old with a household income of $100k+?
How about soccer moms interested in THC beverages?
Directly communicating with different segments allows you to craft relevant messaging for unique audiences and grow your customer base while reaching exponential growth.
Establishing Effective Messaging
With direct mail advertising you can take advantage of different messaging tactics for unique segments. You can also A/B test various creatives and offers to see which one that customers respond to best. Unlike more general advertising mediums, such as outdoor, you can communicate directly with various segments using copy, images, and offers which will appeal to them.
Personalized messaging drives conversions and promotes long-term loyalty by relaying relevant and valuable information to your audience.
Utilizing Quality Data is Paramount
Once you have established your messaging for the campaigns it is time to identify quality data sources for your direct mail campaign.
Canna Direct Mail can build custom mailing lists for you by utilizing your first party data (through a secure anonymized transfer of data) to build a unique AI generated lookalike model based on your current customers. We can then reach people that look like your customers or even specific types of customers such as those with the largest basket size.
Alternatively, you can utilize our 21+ cannabis user data to reach cannabis consumers who are verified to be 21+. Lastly, you can explore other targets to grow your business such as seniors, suburban moms or people with ailments.
Cannabis use is broad across many demographics and psychographics in which people utilize cannabis for a variety of needs.
Through direct mail you can efficiently hyper target these various cannabis user segments. Working with an experienced direct mail partner such as Canna Direct Mail ensures you are utilizing high quality data and that you are complying with regulations. Canna Direct Mail will get you a phenomenal ROI and strong compliant campaigns.
Achieving Strong Return on Investment
Carefully tracking and measuring your cannabis direct mail advertising campaign is essential to be able to properly assess the campaigns effectiveness and to optimize future campaigns.
Direct mail attribution measures the effectiveness and impact of your direct mail campaign by identifying which actions or touchpoints led to purchases or conversions. Attribution allows you to assess if your direct mail efforts are providing an acceptable Return on Advertising Spend (ROAS) and allows you to optimize future direct mail campaigns.
Examining metrics such as response rates, store traffic, conversion rates, ROAS, and customer feedback enables informed decision-making for future campaigns.
Innovation in Direct Mail Marketing
While digital marketing is an essential medium for any marketer, it does have its shortcomings. Digital marketing is oversaturated, expensive and is facing strict privacy regulations which diminish its targeting effectiveness. Conversely direct mail has proven to be an efficient and impactful marketing medium and utilizes a highly sophisticated approach to targeting and attribution. Artificial intelligence (AI) is being employed to harness world class data in which you directly target people who are most likely to convert to be your customers.
At Canna Direct Mail we analyze thousands of attributes to find the best people to target and generate phenomenal ROAS.
Another exciting area of innovation in cannabis direct mail advertising is Augmented reality (AR). With AR, a direct mail copy comes to life with animations, videos, and interactive elements when viewed on a smartphone. QR codes are an easy way to bridge the gap between the physical and digital worlds and provides a great tracking mechanism. It is a cost-effective way of directing customers to your website, exclusive promos, and personalized content.
Interactive elements like scratch offs bring new experiences to direct mail and increase engagement with your advertising content.
Direct mail advertising is constantly evolving to meet the demands of the modern marketer. Embracing technological innovations transforms traditional direct mail into a cutting-edge marketing tool.
Staying Compliant
The cannabis industry is a complex web of regulations. Marketing rule violations can lead to crippling government penalties. It is essential to use a trusted partner with years of experience in the cannabis industry to avoid any pitfalls.
At Canna Direct Mail, we ensure that everyone you reach is verified to be 21+ and that campaigns follow regulations such as avoiding school zone marketing exclusion zones. In addition, we will walk you through the state regulations to make sure you are including the proper warnings and avoiding any content which may cause you to run afoul of regulators.
Direct mail advertising is a powerful tool to reach customers in a highly targeted manner, with efficient ROAS and with great impact and awareness. By partnering with an industry leading agency, such as Canna Direct Mail, it ensures access to innovative AI data solutions to efficiently identify and reach 21+ cannabis consumers.
Canna Direct Mail will assist you on every step along the way from developing targeting and messaging, building creative, reviewing compliance, overseeing efficient printing and mailing, to lastly measuring results.
Connect with Canna Direct Mail today and let their team drive an influx of new qualified customers.
For more information email Andrew at: andrew@cannadirectmail.com or learn more at: cannadirectmail.com
For more updates like this, stay tapped in with RespectMyRegion.com.
