Dispensary customer segment · Communication preferences
Dispensary email marketing: reach every email opted-in customer
Reach the most people for the least money
The Email Opted-In segment in Sticky Cards includes every dispensary customer who has opted into email marketing.
Usually your largest permitted audience, and the one where sending carelessly costs you the most later.
What is the Email Opted-In segment?
Everyone here has opted into email marketing. In most stores this is the widest reach you have and the cheapest per person.
Cheap reach has a catch worth understanding. Email delivery depends on your sending reputation, and that reputation is built by people opening what you send. Mail the whole list every week regardless of whether anyone reads it and you gradually stop reaching even the people who would have. A big list that mostly ignores you is worth less than a smaller one that does not, because the smaller one still arrives.
So the useful skill on this segment is subtraction. Cross it with an engagement window, or with a recency or product segment, and you send less mail to better-chosen people. Your reach goes down on paper and up in practice.
How Sticky Cards builds this segment
- Category
- Communication preferences
- Membership
- Dynamic, recalculated from your POS
- Find it in the app
- Customers > Segments > Communication Preferences
The Email row here is your ceiling, not your target. Compare it against Email Engaged 90 Days and the gap is the part of your list that is technically permitted and practically inert. Sending to that gap is what costs you the rest.
What should a dispensary send to your email subscribers?
The long-form messageEmail
Anything needing pictures, detail or more than a sentence. This is the only channel with room, which is what it is for.
The crossed sendEmail
Not a campaign so much as a habit. Cross this segment with an engagement or recency window before every large send, and the same message performs better while touching fewer people.
The monthly store updateEmail
A predictable rhythm people can learn. Regular and useful beats frequent and thin, and a list that knows when to expect you opens more.
The consent top-upEmail
Ask the people you can only email whether you can also text them. It is the cheapest way to build the channel that costs more to acquire.
Ideas to try
The subtraction habit
Before any send over a few thousand, cross this segment with Email Engaged 180 Days. You lose the addresses that were never going to open it and protect delivery for the ones that were.
Sample subject line
What is new in store this month
The text-permission ask
Send to this segment with SMS Opted-In under "Don’t send to". What is left is customers you can email but not text, and one clear ask a quarter is the whole campaign.
Sample subject line
Want the short version by text instead?
The re-permission send
For the part of this list that has not engaged in a long time, send one message asking whether they still want to hear from you, then act on the answer. A smaller list that opens is worth more than a large one that does not.
Sample subject line
Still want these?
Related segments to pair it with
- Email Engaged (Last 90 Days)The half of this list that actually reads you. Cross the two before any large send and your delivery holds up.
- SMS Opted-InThe other main channel. Compare the two row counts to see which consent you are collecting well and which you are not.
- Inactive but opted-in to communicationsDon’t send toSet this as your exclusion on routine sends. Permission without attention is the part of your list that quietly costs you delivery, and it deserves its own campaign rather than a share of every other one.
What to measure
Revenue per thousand sent, not open rate. Open rate rewards you for mailing a small engaged list and tells you nothing about whether the campaign made money. Watch your delivery and complaint rates over months rather than sends, because reputation damage arrives slowly and is slow to undo.
Questions we get
Should I email my whole permitted list?
Rarely. Permission is the ceiling, not the plan. Crossing this segment with an engagement window sends less mail to better-chosen people and protects delivery for everyone else on it.
How is this different from the email engagement segments?
This one is about permission. Those are about attention. Someone can be perfectly opted in and not have opened anything in a year, and sending to them repeatedly is what costs you the inbox.
What helps my email actually arrive?
Sticky Cards sends on Amazon SES and GreenArrow and helps you set up DMARC, which handles the infrastructure. The rest is what you send and who you send it to.
See this segment running on your own customers
We connect your POS, build the list from your own orders, and walk you through the first campaign on it.
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