Greenlight your CBD brand’s growth (2x your ROI with an Email Checklist)

Get Your Customer’s Attention at its Peak

41% of brands don’t send a welcome email within the first 48 hours, even though open rates are the highest during welcome campaigns. CTRs are the highest too.

Welcome them to your list and introduce your brand’s story. Make sure you go beyond “Welcome to….” in your subject line to stand out. So many companies use it, and your subscriber may open it, but it won’t make a lasting impression.

Congratulate your subscriber for joining but don’t say thank you in your subject line. It is the second most common phrasing to use. Use as much personalization as possible.

Confirmation emails won’t get the job done these days. The top-selling CBD brands craft an experience in their new subscriber inboxes. To complete you have to hone in on what differentiates your brand.

How to Write Converting Subject Lines & Preheader Text

Get your subscriber’s attention. The CBD brand with the best marketing in the game uses social proof in their headline to show the one reader they’ve joined a squad of 100k+. Make a promise in the headline.

CBD companies like Not Pot have a mission that differentiates than from others. Highlighting the story influences your one reader to purchase because you’re a brand that aligns with their values.

Here’s a full breakdown of the World’s Chilliest CBD brand’s welcome flow.

Tell your story with your CBD email welcome flows

This CBD business has an amazing story (see below), and stories are the best marketing tool. I’ve seen email 0 contain a snippet of the brand’s story or a whole email dedicated to telling the subscriber about the mission’s plot.

Tell them the history of your CBD brand and/or show them the future of your CBD brand. Tell a story of how you want them to feel. Make an emotional connection. Your story and your mission are often tied together.

Use CBD email welcome flows to tell your mission

Show your CBD brand’s values align with theirs. Show off your brand’s personality.

Be unique. Or you may increase the chances of your new subscribers hitting the dreaded unsubscribe button.

Add value to your CBD email welcome flows

Showcase the biggest benefit of your CBD product to show your subscriber the immediate and long-term impact of using it. Anticipate and address their objections. Present the 5-inch benefit and then the 5-mile benefit.

Provide a value by:

• Sharing your most viewed blog posts
• Cross-selling your other CBD products
• Upselling a bundle
• Limited-time offers

Your email welcome flow can sweeten your one offer with free shipping if the purchase is made within 30 days.

Back it up your CBD email welcome flows with social proof

Show your new subscriber what current customers are saying about your most liked products.

• Show off product ratings
• Use customer reviews
• Highlight a case study
• Highlight what big publications wrote about brands, products
• Use badges/cerftiications
• Your staff picks

Who’s your CBD Email Welcome Flow Coming From?

A detail you may overlook is who the email welcome flow is coming from. Some CBD brands prefer to use the first name to make it more personal.

Determine when to send it

Timing is everything, there’s no exception with emails. Some CBD companies don’t even have a welcome flow, they send you a newsletter or send offers during the holidays. All should send it immediately but others send the first email a few hours or days after signing up.

For example, when I signed up for CBD company A I didn’t receive an email right away (I got it a few hours later), but when I signed up for CBD company B they sent a confirmation email right away.

The chilliest CBD brand’s email 1 came only a few hours after the initial one.

Use the f sequence to determine the timing of the emails. Don’t lose momentum.

Customer-first, not product first welcome email flows deliver on your promise and build trust.

Make your offer pop-up

In 2023, nobody is giving away their email address. Determine what you are offering in exchange for their email address. Create urgency with a limited-time offer:

• A discount
• Free shipping
• A free product
• Free merch

In the example below, this CBD company encourages its website visitors to “Spin to Win” with a pop-up.

Pop-ups are the most prevalent way to present your offer to the visitor, but many companies elect to collect the email address in other ways. At the time, this CBD company doesn’t have a pop-up or a footer section to collect the website visitor’s email address. The one reader has to register.

Promise your one reader something in exchange for their email address. That is e-commerce 101.

This CBD company offers 20% off the first purchase and the other offers $4.20 off in the footer of their homepage. Not necessarily in front of the visitor’s eyes.

Wrapping up CBD email welcome flows

It’s your best shot to turn a subscriber into a customer. Make a great one-to-one impression, point your subscriber to the value, and increase sales. Remember, email still has an ROI of 3600%. Email copy is the simplest, fastest, and most cost-effect way to increase your sales.

CMO, what’s your favorite KPI for CBD email welcome flows? Sell more CBD products with a welcome flow that converts your subscribers into brand loyalists. Without working harder, supercharge your AOV and LTV with words.

Limited time and money? I’ll identify the bottlenecks, areas for improvement, and note key performers.

Let me review your welcome email flow to see where there are opportunities for you to make more money.

Greenlight your CBD brand’s growth (2x your ROI with an Email Checklist)

Your prospects are “tired of the strain and the pain.” CBD marketing leadership, save the day! But how?

Create “THE” experience by matching your content writing with their level of awareness. Create content for your blog but make sure it is not one-size-fits-all. Marketers who prioritize blogging 13x their ROI because they use their blog at the top of your sales funnel to match their prospects’ level of awareness.

You convert visitors into brand loyalists by educating them on how to become healthier (tangible value). The informative nature of search-friendly content writing provides discovery opportunities for CBD products. You write your content based on your audience’s level of awareness and move them to the next stage so they’ll opt-in.

Get an Email Checklist

Use Breakthrough Advertising’s Levels of Awareness

Aligning your prospect’s level of awareness with their position in your sales funnel increases revenue (up to 34%), according to a SuperOffice case study. Advertising icon Eugene Schwartz defines the five levels of customer awareness as:

• Unaware: A person who isn’t aware of a problem. They aren’t looking to improve their health.
• Problem Aware/Pain Aware: A person with health issues but doesn’t know what to do to become healthy.
• Solution Aware: A person who knows what to do to become healthy but doesn’t know what solution they want.
• Product Aware: A person who knows your product can improve their health but isn’t sure if the product is the right one for them.
• Most Aware: A person who knows about the product and knows it is for them but needs more information to purchase.

Writing content for your one reader’s level of awareness generates sales from leads, creating engagement and brand awareness. Crafting content tailored to their expectations ensures you grab their attention on the ultra-competitive first page of Google’s search results.

What influences your CBD content writing

“Your words are your web currency.” — Ann Handley

Although 43% of people scam blog posts, the top-ranking posts are at least 1,285 words. You can sell what they want in the headline, subheadline, bullet points, and images to create a positive user experience. Join the conversation your one reader is already having in their head.

For example, if your audience is problem/pain aware, you would write content showing them:

• you understand their problem
• have the solution to the problem
• how your product is the best solution
• prove that your product is the best solution

For example, your topic can be about the benefits of reducing stress with CBD gummies.

You can mention the different factors that will influence their purchasing decision. Nurture your one reader into the next stage of your sales funnel with the appropriate content.

The best option for the top of your sales funnel

Nearly 49% of marketers are trying to align content marketing with the buyer’s journey, according to Contently. Craft your content for your most motivated traffic.

Streamline your sales funnel with content targeted towards driving problem-aware/pain-aware prospects into the solution-aware stage. You provide value to push customers through the journey without advertising.

“You hard sell the transformation so you can soft sell the thing that provides it.”

Ryan Schwartz, Copyhackers

Embedded CTA’s convert visitors into new subscribers as you build trust with knowledgeable tips in the format of “How-to’s.” You persuade them down the funnel using their level of awareness until they convert into a customer (because sales in the only tangible result of marketing to your CEO).

You can measure content marketing’s impact on the bottom of your sales funnel with Google Analytics. Most marketers use page views to measure a blog’s success.

CBD content writing – be as personal as possible

Writing hyper-focused blog posts establishes your CBD brand as an authority in your industry. Don’t get it wrong at the top of your sales funnel by crafting generic blog posts that mimic your competitors. Motivate your one reader to read your content by showing them you feel their pain.

You increase your post’s personalization by matching your CBD product’s benefits with their awareness level. Make sure you show them the value of using your CBD product; don’t tell them how valuable it is.

Other personalization tips:

1. Use the word “you”
2. Show empathy by speaking to the internal problem and not just the surface-level problem
3. Do more than state a solution, show how you will relieve your one reader

Personalized the distribution:

Your content marketing strategy depends on where your one reader hangs out online. Marketers use social media and email to distribute blog posts to their one reader. Sharable content attracts a broader audience, and your business will grow as people link to your posts. You should do market research to find out the top 2–3 channels to market your blog posts.

78% of consumers trust brands that create customized content, and 70% of consumers prefer to learn about a business through organic search results. Personalization leads to relevance, so don’t be afraid to mention specific solutions.

CBD content writing leads to magnetic results

Focus your content on one reader, and you’ll produce results in line with what you spend on marketing. 82% of marketers that consistently blog earn new customers. Now that your post attracted your prospects to your site, it is time to get their email addresses and convert them into active subscribers. Finally, you will have a lifetime customer.

“Businesses that blog experience twice as much email traffic as businesses who don’t,” according to Optinmonster.

Since your goal is to convert prospects into satisfied customers, your blog posts must capture prospects’ attention with valuable information. Prove your CBD product works by addressing your audience’s questions before they ask them.

Each blog post is an opportunity to show your one reader a lifelong transformation. Once they trust your advice, they’ll want more.

You can increase your customer’s lifetime value by turning your one reader into a brand loyalist. All you have to do is match their level of awareness with your blog post content.

Conclusion for CBD content writing

Ace your content writing by making sure it is actionable, compelling, educational, and entertaining. Soft sell your CBD products. If your audience isn’t ready to buy, educating them with content can move them off the fence.

Struggling with content writing? Get a content writing review.

Get an Email Checklist

CBD.market and CBD.co are robust marketplaces like Amazon, but the competition is fierce. The generic product pages on these sites don’t sell as well as landing pages because you can’t optimize them. Creating designated landing pages can increase conversion rates up to 300 percent.

Get an Email Checklist

Table of Contents

• 1. Marketplace product pages limit your messaging
• 2. You can’t account for your audience’s level of awareness
• 3. Your marketplace product page doesn’t speak to their biggest pain point
• 4. Is your CBD marketplace optimized for SEO?
• 5. Does the marketplace let you collect their email addresses for further transactions?
• Conclusion

Using content marketing and ads, you can drive your traffic to your landing page with various methods.

1. Social media post/ads
2. SEO
3. Emails
4. Retargeting ads

Health and Wellness companies get 266% fewer leads on Amazon because of all the different offers. The number is probably similar for CBD companies on marketplaces. It’s hard to sell visitors a better, happier version of themselves when your landing page doesn’t have a single goal.

The competition, the layout, and the level of specifics can’t optimize your conversions. I’m not suggesting getting rid of this valuable real estate. Instead, you should look into the benefits of driving traffic directly to a designated landing page.

Matching the message your visitors are expecting creates trust leading to conversions. Using a sales conversion funnel, you can drive your existing traffic to your product page.

1. Marketplace product pages limit your messaging

You can craft messaging on your marketplace product page to capture your top leads, but typically you can’t control the user experience. These websites have a set template, and you can add content in the middle of the page. But at the bottom of the page, it’ll still have competitor’s items, etc.

On most of the sites, the above-the-fold setup is pretty standard versus the full customization using a platform like Unbounce or even your current website platform.

“The first thing you do in selling is to set up the selling environment.” — Joseph Sugarman

Landing pages thrive because of the rule of one

They are crafted with one reader, one big idea, one promise, and one offer. With a landing page, you can focus on a single call-to-action. A landing page speaks to a specific group better because the tailored content makes the imperative human connection, which is rare online.

Created with the target audience in mind, you can make the users experience a relaxed buying environment. Your copy should be clear, crisp, and skimmable.

With a landing page, you can focus on a single call-to-action. A landing page that speaks to one reader performs better because you can create a relaxed buying environment that is focused on messaging for one reader.

2. You can’t account for your audience’s level of awareness

Your marketplace product page can speak to your audience’s level of awareness but not necessarily right away. Typically, your audience will see dull bullet-pointed benefits upon their arrival, the standard hero shot, and some screenshots of your product.

Your landing page copy can use Schwartz’s 5 stages of awareness to win over customers repeatedly. You select your customer’s level of awareness based on where they are in the sales funnel. Influence their intent with “copy that is triggered towards the 20–30% of your ideal market segment.” — Joanna Wiebe

Every product solves a problem, crafting copy for a problem-aware audience is your best bet (but not if the audience is solution-aware, so do your audience research first).

Since landing pages are usually the third stage of your customer’s journey, you must create desire with your product’s benefits. Reduce the friction in the funnel with specific information your one reader is looking for.

Humanize your social proof to move your one reader to the next stage of awareness, and the next stage of your sales funnel. Make sure your testimonials are realistic and credible. You want to use testimonials that persuasively reinforce what you’re already saying about yourself.

3. Your marketplace product page doesn’t speak to their biggest pain point

84% of people trust online reviews because it is honest people using the product. Online CBD marketplaces won’t let you be great because you can’t prioritize your messaging the way you can with a landing page. If you search your Amazon reviews for VoC, you’ll find the messaging to convert your audience.

When visitors arrive on your landing page, use your customer’s language to convert them. Write with empathy in mind to position your product as the item that has been missing from their life.

• Focus on what’s most beneficial to your ideal prospect
• Think about the “benefit of the benefit” when they use your product
• Then guarantee that benefit to strengthen your offer

Create meaningful imagery with visual language using words that trigger your one reader’s senses and emotions. Be as specific as possible. Transformational change is just a click away; can you convey it relevantly?

4. Is your CBD marketplace optimized for SEO?

70% of marketers see SEO as more effective than PPC, according to Impactplus. Most likely, you’ll be sending direct traffic to the landing page from ads on social media, banners, or your newsletter/campaigns. But playing by Google’s rules can drive targeted organic traffic to your website.

“Long-tail keywords often produce a higher ROI.” — Instapage

You can show your product in the best light when you engineer your SEO strategy based on long-tail keywords. You can match your messaging with the user’s search intent, boosting SEO traffic. Increasing the relevancy of the page increases its quality score.

SEO long-tail keyword best practices included

• Publishing a custom URL
• Putting the keyword at the front of the headline
• Have the keyword in the crosshead
• In the features list or the FAQs section
• The meta-tag descriptions
• Image file names
• Place the keywords several times throughout the landing page copy naturally

You shouldn’t disrupt visitors’ flow when optimizing your landing page. It won’t land on the first page of the Google search engine results page at first, but Google will recognize it with enough content.

5. Does the marketplace let you collect their email addresses for further transactions?

You can’t analyze your traffic on their site or collect their email address. If you create a landing page, you can measure the KPIs that are important to you.

Data drives sales, so measure your conversion goal based on the action you want your visitors to take. Pop-up forms collect email addresses, and alert bars can create urgency. Optimize your landing page for more purchases using heatmaps, screen recordings, and snapshots to track your customer’s journey. You’ll enhance the effectiveness of your offer as you get more information about your target audience.

Increase readability and lower your bounce rate with clear headlines, creative crossheads that sell your value, and a responsive layout that tells a compelling story with visual clues, colors, and branding.

Conversion-focused landing pages outsell generic marketplace product pages because they boost conversion rates, lower cost-per-acquisition, and increase traffic. Improve your visitors’ clicks and watch your revenue grow.

Conclusion

Create a designated landing page for CBD products because:

1. You can specific messaging
2. You can account for your visitors’ level of awareness
3. Speak to their highest priority pain point
4. Optimize your page for SEO
5. Collect their email address for future promos

Get an Email Checklist