Introduction: What's Your Plan for the 97%?
On average, 97% of people who visit your website for the first time will leave without buying anything. Let that sink in. All the effort you put into SEO, social media, and branding is wasted if you have no plan for that 97%. **Email retargeting** is that plan. It's the science of continuing the conversation in a customer's most personal digital space: their inbox. This isn't about spamming deals; it's about using automated sequences to turn interested visitors and one-time buyers into loyal, high-value customers.
Why Email is Your Most Powerful Marketing Channel
Your Instagram followers belong to Meta. Your Google ranking belongs to Google. You do not own those audiences. But you **own your email list**. It is a direct, unfiltered line of communication to your most engaged audience, immune to the whims of algorithms. It consistently provides the highest ROI of any marketing channel when used correctly.
Retargeting Alchemy: 3 Automated Sequences Every Dispensary Needs
Effective email marketing is automated, timely, and personal. These three sequences are non-negotiable for any modern dispensary.
1. The "Abandoned Cart" Sequence (The Money Maker)
This is the highest ROI email you will ever send. A customer has loaded up their cart—they are moments from buying—but something stops them. This sequence is your digital tap on the shoulder.
- Email 1 (Sent 1-2 hours after abandon): A gentle, helpful reminder. Subject: "Did you forget something?" Body: "Hey [Name], looks like you left some items in your cart. Your order is saved and ready when you are!"
- Email 2 (Sent 24 hours after abandon): Introduce a slight nudge. Subject: "Still thinking it over?" Body: "We noticed you still have items in your cart. To help you decide, here's a code for 10% off your order: `WELCOME10`"
2. The "Welcome" Sequence for New Subscribers
A new subscriber is highly engaged. Don't just dump them into your weekly newsletter. Guide them through your brand with a dedicated welcome series.
- Email 1 (Immediate): Welcome them and deliver whatever you promised (e.g., a discount code or free guide).
- Email 2 (Day 2): Tell your story. What makes you different? Link to your "About Us" page or share your brand narrative.
- Email 3 (Day 4): Showcase social proof. Feature your most popular products and include a snippet of a 5-star review for each.
3. The "Post-Purchase" Sequence
The conversation doesn't end at the sale; it begins. This sequence is designed to increase customer lifetime value.
- Email 1 (2 hours after purchase): The review request. This is the perfect moment to ask for a review, as covered in our review automation guide.
- Email 2 (14-21 days after purchase): The restock reminder. Based on their purchase, send a timely email. "Hey [Name], running low on your favorite Blue Dream? Time to re-up!"
The Power of Segmentation
As your list grows, you must start segmenting it. Don't send the same email to everyone. Create segments based on purchase history ("flower lovers" vs. "edibles only"), engagement level ("VIPs" who open every email), or customer status ("first-time buyers"). A targeted message to a small, relevant segment will always outperform a generic blast to your entire list.
Conclusion: The Engine of Customer Retention
Email marketing, and specifically automated retargeting, is the engine of customer retention and lifetime value. It's how you build a real relationship with your customers at scale. It turns a one-time, transactional buyer into a lifelong fan who feels seen, understood, and valued. Stop thinking of email as a weekly newsletter and start thinking of it as your most powerful tool for funnel mastery.
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