Email is still one of the most effective ways to reach your customers. When working with cannabis marketing, email is one of the most effective channels because it allows cannabis organizations to communicate their message without restrictions. According to  DMA Insight, 99% of consumers check email daily. However, 80% of people don’t read the emails businesses send them. According to  MailChimp, the average email open rate across all industries is only about 20%.   

The subject line of an email is the most part of your email. It is the first thing that people see when they receive your message. This one line can often determine whether an email is opened or sent straight to the trash, so make sure it’s optimized for your audience.  

Spending a little extra time on your email subject lines will help you increase your open rates, avoid emails going to the spam folder, and get your message in front of the right people. Review these 7 tips below to optimize your email subject lines. 

1. Avoid Spam Triggers 

The words you use in email headlines for cannabis marketing can have a big impact on whether people even see your email — over 20% of emails never make it to their inbox because they get flagged as spam. Phrases like “get paid”, “make money”, and “you are a winner” are just some of the culprits. Be sure your message is genuine and not gimmicky to build trust and comply with email rules. 

2. Use Action Words 

An email subject line is much like a call to action. It’s your first chance to get recipients to open your email. Using action words can and offering value to your audience can speed up the process. Some examples are: 

  • Improve your cannabis social account’s following with these tools. 
  • Discover new products that your customers will love! 
  • We can help you with cannabis PR! 

For best results, include action words at the start of the email headline so they are sure to be seen. 

3. Master the Psychology of Recipients 

There are so many different things that the human brain is wired to respond to. Use one of these psychological triggers in your cannabis email marketing subject lines, and you’ll get more people opening emails – it’s practically guaranteed.  
For example, you can ask a question to inspire curiosity such as: 

  • We’re having a presale – can you help? 
  • Is your cannabis brand up to date on the latest trends? 
  • Ready to refresh your cannabrand?

4. Keep Your Subject Lines Short

These days preferred subject lines are short. That’s because mobile devices are now the primary choice for checking emails. If you have a long headline, you risk having it cut off when people view it in their email app. 

This is also why you should put the most important part of your email headline near the front; it ensures that every recipient knows what your email is about. A roundup of several studies says 17-24 characters works best for the mobile market. Of course, you can go longer if your audience connects via laptops and desktops.   

5. Take the Personal Approach

Many brands try too hard to be everything to everyone. While it might seem counterintuitive to leave any audience out of your cannabis marketing efforts, the fact is you’re bound to have more success when your messages address the specific needs and pain points of the cannabis community. For marketers in the cannabis industry, a good place to start is to think of your products and services and identify which audiences/users are likely to be more interested in one over another.     

6. Write Multiple Options

Most professional cannabis marketers write multiple headlines before choosing the best one. Start with options that describe the content of your email, then expand. Don’t be afraid to try headlines with humor, puns, and some that are completely off the wall. The point is to get your creative juices flowing so you can create a couple of headlines that you’ll want to use.   

Once you’ve got your headlines written, test the best ones. Most email marketing software comes with an A/B testing tool that will send different headlines to random sets of recipients, so you can figure out what headlines get the best open rate. Over time, you’ll be able to use the subject lines that performed best as templates to create even more successful email headlines which resonate with the cannabis community.   

7. Troubleshoot Issues

If you’re trying to counteract falling open rates, working on your subject lines can help, but there may be other factors at play. Make sure you address each of the below issues in conjunction with improving your subject line copy.   

  • Is the email viewable? If your email doesn’t read well on a user’s device, they won’t bother trying to decipher it.   
  • When did you send it? Subscribers will most likely check their emails once they arrive to work or after returning from lunch. Many people don’t check their emails as often on the weekend.  
  • Quality of your email list. Is this a solid, targeted email list? Your open rates will likely reflect the quality of your email list.   

There’s a lot of noise online, and the same is true for our inboxes. If you’re lucky, you only receive a dozen or so emails a day in your personal inbox. But for everyone else, it’s likely that the daily inbox number is over 100 emails.    

In other words, you’ve got a lot of competition when it comes to standing out in someone’s inbox. But, with the right subject line, your email will capture the attention of the recipient. With these tips in mind, you’ll be able to skyrocket your sales, display your one-of-a-kind brand image, and heighten your customer base. Go out there and write some killer email subject lines that will get your emails the attention they deserve today!  

About Cannabis Brands       

Cannabis Brands serves cannabis corporations, growers, distributors, and dispensaries providing award-winning marketing communication strategies that give you the competitive edge. Cannabis Brands is a branding, digital marketing and inbound marketing firm, specializing in the cannabis industry. Cannabis Brands provides branding, website development, digital advertising, inbound marketing, SEO and video production services. Grow your cannabis business with proven cannabis marketing and advertising strategies. Contact Linda Fanaras, CEO/Strategist at lfanaras@mill.agency or visit Cannabis Brands, to learn more.