Direct Mail Tips and Tricks for Cannabis Dispensaries

Direct mail is one of the most effective marketing tools available, even though it's been used for decades. It's also a great fit for advertising your cannabis dispensary to  create awareness, drive traffic to your website, and promote conversation among your recipients.

Creating effective direct mail for a cannabis company requires a particular approach with considerations for the industry. It is important to send a relevant mailer that speaks to the recipient, catches their eye, and piques their interest.

What Is Direct Mail?

Direct mail is a marketing style involving the creation of physical mail sent directly to the customer via standard mail. Direct mail marketing campaigns aim to create awareness while encouraging recipients to interact with your brand by viewing your website or visiting your physical location.

Direct mail comes in many forms. For example, you're probably familiar with the standard postcard mailer, the most commonly used direct mail type. There are several other types to choose from, and each serves a specific purpose depending on your marketing campaign and the nature of the information you want to relay.

Advantages of Direct Mail

When it comes to direct mail, the statistics don't lie. Approximately 73% of recipients report anticipating direct mail more than any other type of marketing communication. This figure means a greater likelihood of engagement and conversion. Direct mail allows you to engage with the customer immediately and gives them the incentive to examine the mailer.

Types of Dispensary Direct Mailers 

The most common form of direct mail is the standard postcard mailer. However, the larger size postcard-style mailers allow for more content placement and catch the customer's attention more effectively in some cases.

Alternatively, a brochure provides educational content and presents the customer with a few ideas or options. In terms of dispensary marketing campaigns, you should introduce prospective clients to a range of products you offer with explanations of each with detailed information about products with a brochure.

Letters are also a great way to connect when you want to relay an offer, idea, or special deal. They are an excellent vehicle for in-depth explanations of events, special occasions, or information to specific customers.

Dispensary Direct Mailer Design 

Design is a crucial facet of successful cannabis direct mail campaigns. Use colors and designs that reflect your brand and cement them into the recipient's mind. It's also essential to keep the appearance streamlined and appear relaxed.

Keep the design appealing and straightforward with attractive color schemes and easy-to-read fonts that contrast comfortably for the best results.

Cannabis Mailer Copy 

The copy featured in your direct mail is just as important as the design—the size and font matter when it comes to attracting the viewer's attention. However, bigger is only sometimes better.

Choose a size and style that's appropriate for the message you're communicating for your brand. If you're a lighthearted and relaxed brand, you might communicate with a fun text or more colorful text styles.

If you're keeping a more professional tone, consider a standard font with basic color text in a size that's easy to read but doesn't force them to read it as soon as they pull it from the mailbox.

Share Deals and Promos 

Direct mail is an incredibly effective tool for communicating with previous customers about upcoming deals or promotions. Effectively boost response rates and sales with concise and well-designed direct mail offers.

Include details about BOGO offers, special percentage discounts for particular groups, or limited-time promotions for specific products.

QR Codes 

Include QR codes on your direct mail to take the consumer to a landing page, webpage, or special offer.

The QR code makes it fast and easy for the customer to interact with your cannabis dispensary directly from their phone or mobile device.

The easier it is to act on special offers or your website, the more likely you'll increase conversions. QR code tracking is also essential to generate accurate analytics to propel your future marketing strategies.

At Green Leaf Marketers we also offer Dynamic QR Codes, which offer an advanced and flexible way to keep recipients engaged with a modifiable destination URL and tracking capabilities to refine your strategy.

Revenue Attribution

You're missing key details if you don't have Google Analytics or a similar program tied into your direct mail campaign. You need to track your revenue attribution to determine your direct mail marketing campaign's effectiveness.

Tracking important figures related to ROI and expenditures is key to having the most impact on your investment. You'll see how effective each campaign is in relation to others and determine which avenues to take in the future.

Contact Us to Get Started

At Green Leaf Marketers, we believe in elevating the cannabis industry with solid marketing fundamentals and unique cutting-edge tactics. We work with cannabis businesses across the country on direct mail campaigns, printing and signage, promotional products and more. 

We take the guesswork out of Cannabis Direct Mail campaigns and ensure that your reach is maximized while maintaining Compliance at the local, state, and federal level thanks to our expert Compliance team.

If you are a new or established cannabis business and want to take your marketing strategies to the next level, contact Green Leaf Marketers or email us at info@greenleafmarketers.com.