How Munch Machine increased sales from email marketing by 20%
Munch Machine is a well-known brand in the cannabis industry. The company makes industry-leading solutions for cannabis harvesting, including Mother Bucker, Double Bucker, Cluster Bucker, and more. Munch Machine subscribes to the Cannabiz Media License Database to support its business development initiatives and connect with cannabis growers across the country.
The problem
Although Munch Machine was offering a product that cannabis growers want, Munch Machine had low open rates and click-through rates through their email marketing campaigns. As a result, their campaigns were not getting the expected results and return on investment (ROI).
The solution
When the Cannabiz Media Successful Email Team identified issues with the deliverability of the email campaigns Munch Machine had sent through the Cannabiz Media License Database on their own domain, they reached out to James Loveridge, Munch Machine’s sales rep who does most of the email marketing for his company.
“The email success team emailed me, told me our delivery rates weren’t very good, and offered to help,” said James. “We were so clueless, we didn’t even know how bad it was. Less than 15% of our emails were actually delivered. The fact that the email success team reached out to us and were proactive was just amazing. I can’t talk enough about how great that was. “
The Successful Email Team looked at Munch Machine’s previous campaigns and identified a number of ways to improve deliverability and results. With background information, areas for improvement, and a completed to-do list, the team held an email analysis session on Zoom with James to share the results of their research in a comprehensive report and presentation.
The email success team found that Munch Machine suffered from a poor domain reputation that was affecting email deliverability, open rates, and click rates. The solution to the problem was three-pronged:
- Repair the reputation of the sending domain to get messages back in the inbox by completing a domain warm-up.
- Segment lists based on the criteria in the Cannabiz Media License Database to ensure that future campaigns will only go to recipients who are actually interested in the messages from Munch Machine.
- Avoid spam triggers that could affect future deliverability and damage the reputation of the sending domain again.
Implement the solution
James took the advice of the Email Success Team – both in the email analytics session and by watching many of the team’s monthly Email Success webinars – to learn how to do email marketing effectively uses to connect with leads in the Cannabiz Media License Database.
1. Domain warm-up to rebuild domain reputation
The first step for Munch Machine was to improve its domain reputation. James explains, “We changed a lot of what we were doing. Before the email success team helped us, we did what is known as the pasta method. Throw it on the wall and see what sticks.
“This method basically destroyed our domain to the point where all of our email deliverability was compromised. My boss didn’t even get emails of some of his reports. They wanted spam, that was really bad. “
Following the advice of the email success team, Munch Machine ran a domain warmup to restore its domain reputation and get back into the inboxes. “We stopped e-mailing for a while,” says James, “and then we focused on super small lists. So we’re talking about going from 10,000 emails a month to 150 and then 300 and then 500 and then 800 emails.
“We started by only sending emails to people who were committed and opened emails from us. We were very conservative and careful to make sure we were dealing with dedicated people. That fixed our domain reputation. “
2. List the segmentation to get in touch with the right audience
The next step for Munch Machine was to identify their true audiences, find them in the Cannabiz Media License Database, and segment the email marketing lists they created to ensure they were connecting with the right people. The email success team explained the importance of segmenting lists so that only people who really care about the content can get the messages, and the messages can be personalized and as relevant as possible to each audience.
“I’ve started segmenting my lists by each of our sales territories,” explains James. “Then I filter down to the larger plants again because these are the people who want the equipment from Munch Machine. I also segmented by level to focus on people in C-level positions and decision makers. I excluded everyone else.
“I think this segmentation really helped us get more clicks as our email messages are seeing more and less inappropriate people. When we previously damaged our domain, we sent the same thing to everyone. We’d send everyone a message about harvest time, but harvest time is very different in Georgia than it is in Washington state. We’re using more personalization now.
“We’ve also shifted the focus of our messaging from sales to service and support, which has led us to do a number of other things. We have started doing more blog posts and have set up a place on our website called Buck University where we have really good information. We use these contributions for our email campaigns.
“For example, we launched a new product called Cluster Bucker that breaks down almost entire plants. Throughput goes from 150 lbs. per hour to 800 pounds. per hour. I wrote a detailed blog post about it and sent an email campaign in which we advertised the blog post and thus the Cluster Bucker. “
3. Avoid spam triggers to protect the domain’s reputation and future deliverability
The third part of solving Munch Machine’s delivery problem was to make sure they didn’t include anything in their campaigns in the future that could cause their messages to be flagged as spam by email service providers.
James explains, “We had links to everything, including redundant links, in our previous campaigns. We removed a lot of links when we learned from the email success team that having an excessive number of links compared to text is a spam trigger.
“We also picked up many suggestions from the Email Success Team on how to style emails to get better engagement. We have stopped using a lot of “we” and “us” and talking about our company. We changed the tone to “you” and “yours” and talked about “what you can do” instead of saying “this is our cool stuff, buy it”.
“I feel like we’re only doing a third of what the Email Success Team taught us, but we’re getting better.”
The results
After Munch Machine completed the domain warmup to restore its domain reputation, they began sending new email marketing campaigns with more relevant content to segmented audiences. Thanks to improved copywriting, they have recorded higher delivery, open and click rates than ever before.
“We’ve seen higher delivery rates for messages we send from the Cannabiz Media License Database and our other email marketing platforms,” said James. “The Email Success Team has also helped us with our other outbound marketing problems. When we upgraded our domain, it wasn’t just for emails from the Cannabiz Media License Database. It was for everything and I don’t know if people understand that. This applies to the entire Internet, not just within the Cannabiz Media platform. “
In terms of open rates, click rates, leads and sales, Munch Machine saw improvements across the board after implementing the solutions recommended by the email success team. The open rates after implementing the recommended solutions increased 10 times and the click rates increased 40 times.
“We’re getting more engagement with the right people now,” says James. “I would say that our qualified sales contacts have increased by between 30 and 50%. We’re getting much better traces for the pursuit, and that’s half the battle. Since we fixed our domain reputation, the sales we can link directly to Cannabiz Media have increased by 20%.
To learn more about how the Cannabiz media license database and email success team can help you attract more skilled sales leads like Munch Machine, schedule a demo today.
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