Cannabis regulations have become less stringent, thanks to the 2018 Farm Bill, which legalized hemp.
While some cannabis brands have found a workaround through influencer marketing, Fluent has instead turned its efforts to its email strategy, which has seen a 25% year-over-year increase in spend, according to Os Graziani, creative director at Fluent.
For the last three years, Fluent has had an email strategy in place, spending 25% more on the channel each year as it becomes the brand’s leading customer retention tool.
At present, Fluent sends anywhere from 10 to 14 emails and text messages per week, averaging one or two emails a day to customers who sign up during in-store visits to Fluent retail locations, Graziani said.
For Fluent, email and SMS marketing has served as a cost-efficient customer retention and brand awareness tool.
According to Kantar, Fluent spent more than $22,000 on media in 2021, significantly up from the $2,655 spent in 2020. In 2019, Kantar reports Fluent spent $25,000 on media.
Mukta Chowdhary, vp cultural insights, WarnerMedia In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible.