Why Direct Mail Is Important for the Cannabis Industry

Digital marketing for dispensaries and the cannabis industry, in general, is challenging. Aside from the different laws and regulations in each state and/or country, each online platform also has its own set of rules on the sale and marketing of cannabis products.

This can be highly restricting, and it would mean that dispensaries must tread carefully to ensure that all their marketing initiatives are legal and effective at the same time.

This is where direct mail comes in.

What Is Direct Mail?

Direct mail is the term used for traditional mail that is delivered by postal services. In contrast, email refers to electronic messages sent via the internet.

There are many different forms of direct mail that dispensaries can use for their marketing. Some of these include:

  • Brochures: These are usually printed on high-quality paper and contain information about the dispensary’s products, services, and discounts.
  • Catalogs: Like brochures, catalogs also contain information about the dispensary’s products and services. They are usually larger in size and contain more detailed information than brochures.
  • Coupon envelopes: These are envelopes that contain coupons for the dispensary’s products and services.
  • Flyers:  These are single-page prints that often contain information about promotions and discounts.
  • Newsletters: Newsletters are usually mailed out monthly or quarterly. They contain informative articles about the dispensary, its products, and the industry in general.
  • Postcards: Postcards are usually smaller in size than flyers and are great for announcing new products, services, or discounts.
  • Packages: Dispensaries can also send out packages that contain branded gifts on special occasions, such as a Stoner Survival Pack for the 4.20 celebration. But there is a word of caution for this type of direct mail, which we will discuss in detail in the next section.

Direct Mail and the Cannabis Industry

While direct mail may seem like a thing of the past in this digital age, it is actually still an effective marketing tool — especially for the cannabis industry:

  • It has high response rates: The response rate for direct mail is 5.3%, which is saying a lot in today’s modern times.
  • It strengthens sales: A study by the United States Postal Service (USPS) found that consumers who receive regular catalogs from their mail purchased 28% more than those who don’t.
  • It offers high ROI: The median return on investment for direct mail is 29%, which is not that far off from social media marketing ROI (30%).
  • People actually prefer it: Last but not least, a study found that 73% of customers prefer receiving direct mail and that 59% reported that they enjoy reading mail the traditional way. What’s more interesting is that this statistic also applies to younger consumers.

Direct-mail marketing, like any type of cannabis marketing, comes with its risks and benefits. It’s important to check with your state and local laws regarding direct mail as Alpine IQ cannot be responsible.

5 Advantages of Direct Mail

Here are some of the most notable advantages of using direct mail:

1. Puts more eyes on your marketing efforts

Unlike email or social media ads that can be easily ignored, direct mail is physical and it demands attention. People have to open it to see what’s inside, and this action already gives you an opportunity to deliver your message.

Your direct mail becomes all the more effective if you use an aesthetically pleasing and engaging design, coupled with persuasive copy.

2. It can widen your reach

With direct mail, you can reach people who may not have access to the internet or social media. This is especially beneficial if you’re targeting an older demographic who are more likely to use cannabis products for health and medicinal reasons.

Additionally, direct mail can be a good complement to your existing digital marketing strategies. You can use it to drive traffic to your website or social media platforms, which will further widen your reach.

3. It’s creative and more personal

Nowadays, people are bombarded with so many marketing messages that they’ve become numb to most of them. This is why it’s important to find ways to be more creative and personal with your marketing efforts, and direct mail definitely fits the bill.

You can be as creative as you want with your direct mail — from the design to the copy to the actual contents. You can also get more personal by including a handwritten note or a small gift. These little touches can go a long way in making your dispensary stand out from the rest.

4. It has less competition

There are benefits to scarcity, especially in a niche industry like cannabis.  Because not a lot of cannabis retailers and brands are using direct mail for marketing, those that do stand out more.  This can work to your advantage as you try to gain a larger market share.

In a similar vein, this also means that direct mail is more memorable than other marketing messages people receive — it’s tactile and people can hold on to it for a longer period.

5. It’s a more cost-effective marketing solution

While direct mail may require a higher initial investment than other marketing methods, it actually has a lower cost per response.

We also mentioned earlier that direct mail has a high ROI, which is only a point lesser than social media — the marketing medium with the second-highest ROI.

Improve Your Direct Mail Strategy

Overall, direct mail is a great marketing tool — it’s personal, creative, and cost-effective. Just be sure to follow the legalities surrounding cannabis direct mailers in your area.

If you want to make the most out of your direct mail strategy, consider working with Alpine IQ that specializes in this type of marketing. We can help you come up with an effective campaign that targets your ideal customers and helps you achieve your business goals.

At Alpine IQ, we offer a wide suite of AI-powered marketing tools that are specially geared towards the cannabis industry — including direct mail marketing.

If you’re ready to grow your cannabis brand, contact us at https://alpineiq.com/ to get started!