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Boveda and its Original Terpene Shield product, which gives 2-way humidity management to guard towards terpene loss, are very well-known within the hashish trade. Founded in 1997, Boveda is the inventor and patent holder of precision 2-way humidity management. The firm has been within the hashish trade defending terpenes since 2007. 

Today, Boveda subscribes to the Cannabiz Media License Database to help its enterprise growth and gross sales initiatives by connecting with hashish and hemp license holders.

The Problem

Boveda was getting low open charges and engagement from their electronic mail advertising campaigns, which meant they weren’t producing certified leads for the gross sales workforce from their electronic mail advertising investments.

The Solution

Boveda’s account supervisor at Cannabiz Media really useful that the Cannabiz Media Email Success Team check out the historical past of Boveda’s electronic mail advertising by the Cannabiz Media License Database to find out if there have been any points negatively affecting their electronic mail deliverability or alternatives for enchancment in listing segmentation and content material to spice up engagement.

After finishing its evaluation, the Email Success Team held an Email Analysis session through Zoom with Briana Shepper, Boveda’s Email and CRM Marketing Manager, to current their findings and talk about suggestions.

The Email Success Team recognized three key methods to enhance engagement and general outcomes sooner or later:

  1. Develop an electronic mail advertising technique to spice up engagement, extra successfully observe recipient behaviors, and determine certified leads for Boveda’s gross sales workforce.
  2. Segment lists into extra hyper-targeted audiences utilizing the factors within the Cannabiz Media License Database to make sure future campaigns solely go to recipients who will truly be considering Boveda’s messages.
  3. Improve topic strains and message content material to offer extra worth to recipients, and guarantee topic strains and content material are customized and related to every segmented viewers.

Implementing the Solution

Briana and the Boveda workforce started engaged on a brand new electronic mail advertising technique after the Email Analysis session, they usually’ve been implementing the Email Success Team’s suggestions into their electronic mail campaigns.

1. Develop an Email Marketing Strategy to Identify Qualified Leads

During the Email Analysis Session with Boveda, Cannabiz Media’s Email Success Team defined the significance of sending sequences of messages primarily based on a technique to construct model consciousness and belief that generates and nurtures leads. The goal of this course of is to make sure their gross sales workforce focuses their time on certified leads.

“The first time we implemented feedback from the Email Success Team was when we set up three email campaigns that went out in August,” explains Briana. “We started working more closely with our Cannabiz Media account manager and learned we could use the Scorecard feature in the License Database to select certain counties that we want to target. We were able to find cultivators in the Humboldt, California area and narrow the audience down from there.”

Ultimately, the Scorecard function helps Boveda enhance its focusing on for electronic mail advertising, and it’s serving to their gross sales workforce as nicely. “The Scorecard is helping the sales team chunk up their goals to a more digestible area,” explains Briana. “For example, they could go by zip code and say, ‘okay, my goal is to call these 10 people, and I can move on.’”

With a brand new strategic method to electronic mail advertising to leads within the Cannabiz Media License Database, Boveda was prepared to begin sending campaigns and turning these chilly leads into certified leads for the gross sales workforce.

2. Segment Lists into Smaller, Hyper-Targeted Audiences

One of the largest issues that the Email Success Team recognized for Boveda’s prior electronic mail advertising campaigns was an absence of strategic listing segmentation. Ultimately, their messages have been going to many recipients who weren’t of their audience. The Email Success Team offered suggestions to create smaller, hyper-targeted viewers lists utilizing the filtering standards accessible within the Cannabiz Media License Database.

Briana shares, “The Cannabiz Media License Database is an easy resource to be able to have all those filters and find the people we want to target, so we worked with Boveda’s sales account executive to identify the right audiences for our campaigns. 

“Our goal for this quarter was to identify a market to test some things, and then, we want to apply what sticks to other areas in the country. In the future, we’ll email different geographic areas and continue learning. For example, we’ll get a great comparison of mature markets vs. startup markets and how they react to our messaging.”

3. Improve Subject Line and Content Relevancy for Each Audience Segment

Another drawback that Cannabiz Media’s Email Success Team helped Boveda remedy was the relevancy of their electronic mail topic strains and message content material by offering quite a lot of enchancment suggestions. To enhance engagement, the fitting individuals should obtain the fitting messages, so personalization and relevancy go hand-in-hand with listing segmentation. 

“In our subject line for our messages after the Email Analysis session, we used more of an ‘if you work with us, you’re going to grow more confidently’ approach. I think that the subject line had that emotional word ‘confidently’ and really got people perked up.”

“We took a have a look at the copy in our message and tried to strip away as a lot of the promoting side as we might whereas nonetheless telling individuals what we do and might provide them. We’re fascinated by how we will get them to work together with us reasonably than simply providing to arrange an account for them. 

“We additionally made certain that we had the primary identify of the contact correctly generate in every electronic mail message, and we moved the picture of our product to the underside of the message, so individuals get the connection between the Boveda identify and what our product seems like.

The Results

With a brand new technique, extra focused listing segmentation, and improved topic strains and message content material, recipient engagement with Boveda’s electronic mail campaigns skyrocketed practically 7X greater than what they noticed earlier than implementing the suggestions from Cannabiz Media’s Email Success Team. 

“Our topic line is absolutely hitting residence with individuals, shares Briana. For the three messages despatched as a part of Boveda’s new technique, 70.57% of recipients positively engaged. Open charges climbed as excessive as 74.17% from an 11.11% open charge earlier than the options offered by the Email Success Team have been carried out.

As Briana and her workforce proceed to refine their electronic mail advertising technique, slender down the fitting goal audiences, and additional personalize message topic strains and content material, their engagement outcomes ought to proceed to go up.

To be taught extra about how the Cannabiz Media License Database and the Email Success Team might help you get extra certified gross sales leads like Boveda, schedule a demo at the moment.

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