If you aren't marketing your cannabis brand to Millennials, you are missing out on the largest group of consumers in the country. This age demographic is so important that the Chicago Tribune reported “Millennials are fueling the cannabis economy” in 2020. But, how do you reach this age group? The tactics you use for other generations, from Boomers to Generation Z, don't automatically apply to Millennials.
With all jokes about snowflakes and avocado toast aside, the more you know about Millennials, the more effective your campaign will be. For example, did you know that 90 percent believe cannabis is safer than alcohol? Or that 49 percent consume weed strictly for fun?
Combined with new research commissioned by Bluecore in partnership with NAPCO Research which illuminates email-related Millennial preferences, and you can take your campaign to the next level. This report highlights intel that is immediately applicable to a cannabis email marketing strategy focused on the Millennial market.
3 Strategies from New Research on Marketing to Millennials
1. Email is Definitely Not Dead
Don't believe what you've heard; email marketing isn't dead, and when done correctly, it’s compliant. Email is also the key to cornering the Millennial cannabis consumer. According to the Bluecore research, when it comes to brand engagement, "Sixty-four percent of Millennials find email to be the channel that feels the most personal."
Almost two-thirds of Millennials surveyed said they prefer to receive brand information through email. Considering that this is often called the Instagram generation, only one percent reported enjoying getting brand information from Instagram. Good news for you as a cannabis brand, considering many social media platforms shadow ban cannabis accounts.
Need more convincing about the power of email marketing to Millennials? Roughly 68 percent check their email up to five times a day, and, on average, get five promotional emails per day.
There is shockingly not a ton of inbox competition, and it represents a massive opportunity for your campaign. If you are selling cannabis products and services, you have a big chance of standing out
2. Always Optimize for Mobile
No shocker here, most people born between 1980 and 1995 have a cell phone. According to Pew Research, that's 90 percent.
As Bluecore reports, "59 percent of Millennials report using their smartphone for email." If you are formatting your cannabis marketing emails to look good on desktop rather than focusing on mobile, you can expect low open and click-thru rates. Chances are, if it doesn't load properly or look good on their phone, your campaign will fall flat.
The takeaway here is that you always need to optimize for mobile to reach Millennials, including for that next weed-infused email blast. Your audience is within arms reach of their phone at every waking moment and opening their inbox on that phone several times daily. In that case, you have an incredible opportunity to engage on your latest sale, new product, or service.
3. Gmail Promotions Tab is a Golden Opportunity
So what else do we need to think about with a cannabis themed Millennial-focused marketing campaign? Don't just think email, think Gmail.
As per Bluecore's survey, 61 percent use Gmail as their email provider, with all others (Yahoo, Microsoft) left in the dust.
Gmail inboxes require specific formatting, including title length, snippet length, and more. Plus, let's not forget the Promotions tab, which is an email categorization program specific to Gmail. When it was initially released, many marketers feared the end of email promos. But, if the Bluecore data is true, it has actually made it easier to grab a reader's attention.
Bluecore's survey indicates that most Millennial Gmail users — 70 percent — use the promo tab. But, do they check it often? Yes, 53 percent reported going into the Promotion tab daily.
As per the report, "When promotional emails come into a central mailbox, users are inclined to skip over them in the course of daily mailbox management." The Promotions tab means that "consumers are intentionally interacting with promotional content. Rather than skimming past it in a central mailbox, they are more inclined to fully consume and engage with it." So long as you avoid those key trigger words (we are looking at you "all natural"), you can stay afloat in the Gmail Promo Tab.
Speak Directly to Millennials Through their Inbox
A clear picture is forming about the Millennial cannabis consumer. They not only prefer, but they want to engage with brands through their inbox. They use Gmail as their provider and regularly and intentionally look for promotions. They love flower and other inhalables with edibles a distant second.
Transform this intel into your next marketing campaign to focus on how to grab attention in Gmail, and specifically within the Promotions tab. An intelligent email marketing strategy is how you will capture that Millennial market.
Meet Your New Email Marketing Partner
Email marketing as a cannabis brand is critical, as it touches every stage of the sales funnel. Whether you are B2B or B2C, email marketing is incredibly versatile for your cannabrand—and it is the only channel you truly own.
Our lead nurturing campaigns are highly personalized, employing the power of four terabytes of up-to-date consumer data on 260+ million Americans and 25+ million Canadian adults. This unprecedented intel delivers consumer intelligence on an extraordinary scale, and ensures we stay compliant with who we target.
Let WUNDERWORX help you cut through the inbox noise to increase open rates, click-thrus, and sales. Let’s have a conversation.
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