Case Study – Zohr Stohr Media

The Show & Tell Strategy: How We Got A 351% ROAS In The First 30 Days (587% over 3 months) For Our New Dispensary Client.

This strategy is not ideal for all dispensaries.

It’s designed for professional retail locations with a strong eCommerce site who can take orders online (pick-up or delivery).

In fact, it’s the exact strategy we used to generate over 300% Return On Ad Spend after just 30 days of working with a new dispensary client:

And as we continue to optimize the campaign, the numbers get even better (last 7 days):

Yeah, that’s not a typo.

Our client Joe is putting $1 into the “machine” and getting around $7.23 back.

In this article, I’m going to show you how we got an overall 351% ROAS (Return on Ad Spend) in the first 30 days of a brand new campaign.

To put that into perspective, I always tell new clients, “The first 30 days of any marketing campaign are for the sole purpose of gathering data – breaking even is the goal.”

So, this strategy works.

This will be relevant for you if:

You own a dispensary
You own a cannabis brand
You run the marketing for either of the above

Here’s How We Did It

Through my sister-in-law, I met Joe, the owner of a dispensary in Chicago.

She has a company who are experts in dispensary operations (sounds terrible to a marketing guy like me), so they have a great relationship.

He was frustrated because every time he turned around, a new competitor popped up in his area who was vulturing his business.

His store had hired a few agencies and had been trying a few marketing tactics on their own:

Billboards
SEO
Local SEO
Direct Mail

Nothing worked very well.

So, Joe brought us in.

Our strategy was simple:

1) Drive local, super-targeted traffic to his website

2) Increase the number of people who buy while they’re on the website

In other words, Drive Better Traffic & Increase Conversions.

Now, there is nothing new or novel about that strategy.

BUT, it’s all about the execution (which we’re going to cover in a few short sentences).

Important Note: The tactics to drive traffic will always, always change…But, the strategy does NOT.

And bad agencies will always focus on the tactics.

Here’s what I mean:

A social media agency will tell you [Facebook/Instagram/TikTok/X] is the only way to grow your business.

A Google Ads agency will tell you Google is the only way to grow your business.

An “agnostic” agency (like us) will tell you, “We don’t give a rat’s a$$ which traffic tactic we use.

All we care about is that you grow your business.”

Down the page, I’ll also share with you the current traffic tactic we’re using.

For now, here are the exact steps we took to pull this off:

Step 1: Implement “Reverse-Engineered” Tracking

This is where most agencies have already screwed up.

Yes, before they even play the game, they’ve already lost.

How do you know what is working if you can’t track, and reverse-engineer where sales are coming from?

It doesn’t matter if we are able to drive 1,000,000 visitors to your website tomorrow who don’t buy anything.

We need sales.

There is a reason that this is Step 1, even before you start sending people to your website.

TRACKING IS WHAT DRIVES EVERYTHING GOOD MARKETERS DO.

It is the only way we know what is working.

Would you buy a used car without looking at the mileage?

Would you blindly buy a stock that nobody was tracking?

Would you know you needed to lose weight without stepping on a scale?

Of course not.

We have to measure this stuff!

And based on all of the data we collect, we make decisions to make our campaigns better and better and better…

Now, to help you understand exactly what we’re tracking, I’ve included screenshots and examples.

In Step 2, I’ll show you where we found all those potential customers who are driving the traffic data (and ultimately sales).

Just know, all the data you see on this page is from the same 30-day campaign.

Here we go:

1. Track Traffic Metrics

We tracked basic data such as clicks, impressions, click thru rate, and conversions.

In our client’s case, somebody had set it up before us, but there were still some problems to fix which were causing inaccurate reporting.

Using Google Analytics works just fine for this.

2. Track Sales For Each Campaign

Odds are you’re going to have multiple marketing campaigns running simultaneously – paid traffic, loyalty program, email, etc.

If you’re looking at your marketing as one effort, the conclusions you’re drawing are going to be completely wrong.

We isolated the transactions ONLY for our paid ad campaign:

3. Track Individual Product Sales

We wanted to know which specific products are selling online.

And which products aren’t.

This information is super-valuable as we optimize the campaign.

Amazon probably doesn’t sell many Lamborghinis on their site, but they do sell a boatload of phone cases, so that’s what they’re going to advertise to us, so we go to their site and buy more stuff.

Here is the downloaded spreadsheet of the products selling the best online:

I can’t give away all my client’s secrets, but the product driving the most revenue is a disposable, 1g, sativa pen.

Think about how valuable that information is…

As your campaign runs, you’ll know the exact products customers buy from your eCommerce store (which is very different than on-site customers).

From there, you continue to push those items with your digital marketing efforts.

That’s gold Jerry, gold!

4. Track the Customer Journey

We need to understand exactly how someone goes from a stranger who has no idea who we are, to a paying customer.

That information allows us to reverse engineer the customer journey and create our roadmap.

In other words, where are our sales coming from?

If we track that the guy spinning the sign on the street corner is driving most of our sales, we better have that dude out there 24/7.

Now, that would be pretty hard to track, but luckily we’ve got tools to track our online campaigns.

Here’s an example of just one customer’s buying journey:

We can see the order# pulled from the client’s POS system, the ads the customer saw, the device, and the website that referred them to the client’s site.

We can literally track an online order back to the exact ad the customer clicked on to buy product XYX.

Now, this is just one customer, but over time, we’ll start to see patterns in buying behavior across thousands and tens of thousands of orders.

Based on those patterns, we’ll adjust our campaign to help us spend our ad budget in the places that work best…giving us the most bang for our buck.

5. Track Our Geographical Area

We needed to know where in the world our customers are coming from.

Chicago is a great example.

It’s hard to get around Chicago.

Driving 10 miles through Chicago city streets to get to a store is quite a bit different than driving 10 miles down the interstate at 80 mph.

So, our starting radius is quite a bit smaller.

We had two options here:

Choose our location and draw a circle around it
Choose the zip codes where we think most of our customers are

We didn’t start with much data, so we chose to draw a 4-mile circle around the store.

The more data we get as time goes on, we’ll either shrink or expand the circle (assuming 4 miles isn’t exactly dead on).

6. Optimize The Campaign

I know it goes without saying, but the greatest data in the world is useless if we don’t use it.

This has been our optimization progression so far:

Step 2: Programmatic Ads Campaign

Something has to drive the traffic to your website, right?

Full disclosure: This tactic will eventually be replaced by something even more effective, but for now, nothing else has come close.

Okay, so what are programmatic ads?

Basically, they are digital billboards that show up on websites all over the internet (similar to display or banner ads), but on steroids.

Programmatic ads have totally changed the face of online advertising.

They use mind-blowingly sophisticated software to put our ads on a network of websites and apps within milliseconds that are astronomically more targeted and scalable.

Simply put: we’re using AI to quickly ramp up our campaigns as the technology can optimize faster than any human ever could.

Thus, we’re able to get a positive ROAS in a few short days.

[My thoughts on AI: I don’t believe AI will replace humans doing marketing jobs. BUT, marketers using AI will replace the humans who aren’t.]

You’ve seen the ads everywhere.

It’s the magic behind the scenes that is changing online marketing.

So, programmatic advertising allows us to use a mix of text, images, and videos to attract our customers.

Again, it’s also highly scalable, so we can reach a broad audience…

Or, focus on a smaller market based on what our ideal customers like, where they hang out online, and who they are.

For example, we probably wouldn’t place an ad on cannabisisevil.com, but we would absolutely place an ad on hightimes.com.

Here is why we chose to use programmatic ads:

Brand Visibility – Puts our brand in front of a large audience, which helps increase brand awareness, whether or not someone immediately buys from us.
Targeted Reach – We are able to target specific demographics, locations, and behaviors.
Cost-Effective – We are charged per 1,000 impressions (anytime our ad appears on a website someone is on is an impression), which ends up being much cheaper than being charged per click like Facebook, Google Search Ads, Instagram, etc.
Real-Time Analytics – Like I said above, tracking runs the show. We can quickly make data-driven decisions to help optimize our campaigns instead of, “well, I think it’s working.”

Alright, I’m not here to sell you on programmatic ads, I can only tell you what works for us.

The ads come in many shapes and sizes, but the 970X250 has been crushing it for this market:

(I removed the dispensary’s name to protect the innocent:)

There are nine different sizes we can use for the network we use.

To get up to speed quickly, we created 3 ads per each of the 9 sizes.

So, at the very least, we’re testing 27 ads at any given time.

We A/B test all of them.

Meaning, if Ad A is generating $10 per day, we’re going to create another ad, Ad B, whose sole purpose is to generate $10.01.

If Ad B can’t beat Ad A, then we create another and another and another.

We’re kinda like an NFL owner – we’re always looking for a replacement who performs better.

That’s how we are constantly optimizing to increase our Return On Ad Spend.

And that’s how we are able to 5X-6X our ROAS over time.

Step 3: Two “Recovery” Email Automations

Honestly, this should be Step 2, but the article made more sense to put this last – I promise you will not be disappointed.

Okay, so Joe was barely using his email list (by “list”, I just mean the list of emails of their existing customers or subscribers) before we started working with him.

Occasionally, the store manager would send out an email with all the current discounts and deals, but wasn’t enough to move the needle.

When I saw that they had nothing in place, we set up two automated email flows for him.

An automated email flow is just a pre-written email that is triggered by an event.

For example…

When you buy anything online, an order confirmation email is triggered and automatically sent…that’s what we’re talking about.

Here are the two flows we set up:

Cart abandonment sequence
Browse abandonment sequence

Let’s break down each sequence:

1. Cart Abandonment (3 Emails)

One of the biggest misconceptions is that if someone abandons your shopping cart online…it means they no longer want to buy your product.

That couldn’t be further from the truth.

How many times do you get distracted from your phone or computer in the middle of Amazon?

I thought so.

The nuts and bolts:

Send to someone who adds your product to their cart, but doesn’t complete the checkout.
Remind them of their abandoned cart and link back to the checkout page.
Ask them if they have any questions and need help checking out.

Here is the schedule:

Email #1 goes out 3 hours after the initial abandonment.

Email #2 goes out 24 hours after email #1.

Email #3 goes out 24 hours after email #2.

Here’s the thing when we were writing our emails, we REFUSED to be bland, boring or vanilla in our copy.

It’s a weed store!

We can be irreverent, fun and talk like a human being.

Here’s email #1 (sent 3 hours after they abandoned their cart):

===

Subject Line: giving up?

Hey,

So, our computer system tells us you recently started [this order]. But, you didn’t check out for some reason.

There’s a big notification flashing on our screen that says:

“Someone forgot to complete their order! You should check that they’re OK…and then take a bong rip while you wait!”

I gotta ask…

Have you given up on fun?

Are you OK with the real world all the time?

There’s nothing worse than waking up in the morning knowing that’s the best you’re gonna feel for the rest of the day.

Don’t give up on fun. You’re so close!

[Click here and complete your order].

We’ll get it packaged and ready for you faster than you can get belt out the chorus to “Last Dance With Mary Jane.”

I guarantee you just sang that in your head.

[SIGNATURE]

PS – Before you go fire up Tom Petty’s Greatest Hits…

[Click here to go to your cart and complete your order (24 hours left)]

===

You see what I mean?

That looks like an email from a friend, not a Columbus Day Sale at Target.

Your brand may not be quite as irreverent, so adjust accordingly.

We don’t have to write about “bong rips”, but that is in line with the feel of this particular dispensary.

Emails #2 and #3 are written in the same laid back way.

The recovered revenue so far:

Cart Abandonment Email #1: $1,042.10

Cart Abandonment Email #2: $252.60

Cart Abandonment Email #3: $152.60

Total: $1,447.30

2. Browse Abandonment (3 Emails)

As you can probably guess, a browse abandonment sequence gets triggered when someone views an item on your website, but doesn’t add it to their cart or buy.

Again, just because someone views a product and doesn’t add it to their cart, that doesn’t mean they’re not interested in buying from you.

They might need more information, a gentle nudge…or both.

The nuts and bolts:

Send to someone who views your product, but doesn’t add it to their cart or buy.
Ask them if they’re interested in the product and if they have any questions.
Recommend to them some related products with links at the bottom of the emails.

Here’s the first email we send in the sequence:

===

Subject Line: can I help?

Hey,

It’s [OWNER’S NAME] from [COMPANY NAME].

Don’t get freaked out, but our bats*** crazy-awesome software tells me you had your eye on this…

[CLICKABLE VIEWED PRODUCT IMAGE]

I gotta say…you have good taste.

This is one of our most popular products.

Any questions about it?

We’re getting ready for only the 900^th viewing of Dazed and Confused, so feel free to hit reply and we’ll help you out.

If not, click the link below and we’ll have it ready for you lickity-split.

[Click here to keep the party going]

[OWNER’S SIGNATURE]

===

And here’s the best part to these emails…

You only have to set this up one time!

Write six emails, tweak them every few weeks, and watch the recovered revenue pile up month after month.

The recovered revenue so far:

Browse Abandonment Email #1: $891.10

Browse Abandonment Email #2: $141.70

Browse Abandonment Email #3: $55.70

Total: $1,088.50

What will that add up to over the next year?

3 years?

5 years?

Now, I can promise you will get an email from a customer who finds something offensive or off-putting.

But, who cares?

You can’t please everyone.

And a customer without a decent sense of humor is going to be a thorn in your side anyway.

[BONUS] 30-50% REVENUE IN THE NEXT 30 DAYS

Okay, we haven’t implemented this yet, but I could not leave it out because it is so damn important you do this ASAP.

This drives so much our clients’ revenue, it would have been unethical not to include it.

Again, for a variety of reasons I won’t bore you with, we have yet to implement the most powerful strategy at our fingertips…

Email Marketing.

If you have a weak stomach.

And cringe at lost opportunities, you may want to skip this part.

Over the years, I’ve looked under the hood of a lot of brands.

And find that companies fall into two camps:

1) A company with a HUGE list of customers who are lucky to make a few hundred bucks when they send an email.

They’re constantly running flash sales and offering huge discounts (basically, racing to the bottom).

They POUND their customers with sale after sale until eventually people stop tuning in.

Or, the opposite…

2) A company that isn’t emailing at all – maybe once or twice a month because they heard that was the best practice.

They barely make any money because their customers forget about them.

So, Here’s What We Do…

Send regular (not automated) emails (5-7 times per week) to your list that are personal – in the same tone as the “recovery” emails above.

No fancy graphics.

No flashy sales.

No BS that everyone gets 10,000 times per day in their inbox.

Now, here’s the part that is going to hurt (I warned you)…

We work with some brands that literally make more than 50% of their revenue just from sending emails every day.

There’s an extra 50% of revenue just sitting there.

And you’re not taking it.

You know what it costs to send an email?

Almost nothing!

To be fair, 50% is not the reality for every brand in the world, but 15-30% over the next 30 days is a pretty low bar to jump over.

This is not a PROMISE or GUARANTEE; not at all.

I have no proof with this client.

All I can go on is the last 17 years with the many other brands we’ve worked with.

Drive Targeted Traffic. Increase Conversions.

I said this was a simple strategy.

But…

I never said it was “easy”.

This is it:

1) Drive targeted traffic to your website

2) Increase the number of people who buy while they’re on your website

RYAN MCMULLEN

Founder & Owner of Zohr+Stohr Media

ryan@zohrstohr.com

What You Should Do Now…

Now, if this looks overwhelming to you, or you don’t have the time to implement the strategy, then we may be able to do it for you (assuming you’re fun to work with).

Our agency specializes in acquiring new customers and selling to them via email until the end of time.

Here are the basics you need:

A professional eCommerce website
Commitment to spend a minimum of $10,000 per month on marketing
Access to your tech stack (POS, website back-end, email platform, etc.) or a very responsive contact who has access

If that sounds like you, give us 7 days to run your first email campaign and we’ll add 50-100 new sales…or you don’t pay.

If you’re interested, CLICK HERE and complete our intake form.

Contact: ryan@zohrstohr.com

The Show & Tell Strategy: How We Got A 351% ROAS In The First 30 Days (587% over 3 months) For Our New Dispensary Client.

This strategy is not ideal for all dispensaries.

It’s designed for professional retail locations with a strong eCommerce site who can take orders online (pick-up or delivery).

In fact, it’s the exact strategy we used to generate over 300% Return On Ad Spend after just 30 days of working with a new dispensary client:

And as we continue to optimize the campaign, the numbers get even better (last 7 days):

Yeah, that’s not a typo.

Our client Joe is putting $1 into the “machine” and getting around $7.23 back.

In this article, I’m going to show you how we got an overall 351% ROAS (Return on Ad Spend) after just 30 days.

To put that into perspective, I always tell new clients, “The first 30 days of any marketing campaign are for the sole purpose of gathering data – breaking even is the goal.”

So, this strategy works.

This will be relevant for you if:

You own a dispensary
You own a cannabis brand
You run the marketing for either of the above

Here’s How We Did It

Through my sister-in-law, I met Joe, the owner of a dispensary in Chicago.

She has a company who are experts in dispensary operations (sounds terrible to a marketing guy like me), so they have a great relationship.

He was frustrated because every time he turned around, a new competitor popped up in his area who was vulturing his business.

His store had hired an agency and been trying a few marketing tactics on their own:

Billboards
SEO
Local SEO
Direct Mail

Nothing worked very well.

So, Joe brought us in.

Our strategy was simple:

1) Drive local, super-targeted traffic to his website

2) Increase the number of people who buy while they’re on the website

In other words, Drive Traffic & Increase Conversions.

Now, there is nothing new or novel about that strategy.

BUT, it’s all about the execution (which we’re going to cover in a few short sentences).

Important Note: The tactics to drive traffic will always, always change…But, the strategy does NOT.

And bad agencies will always focus on the tactics.

Here’s what I mean:

A social media agency will tell you [Facebook/Instagram/TikTok/X] is the only way to grow your business.

A Google Ads agency will tell you Google is the only way to grow your business.

An “agnostic” agency (like us) will tell you, “We don’t give a rat’s a$$ which traffic tactic we use.

All we care about is that we maximize your ROAS.”

Down the page, I’ll also share with you the current traffic tactic we’re using.

For now, here are the exact steps we took to pull this off:

Step 1: Implement Real Tracking

This is where most agencies have already screwed up.

Yes, before they even play the game, they’ve already lost.

How do you know what is working if you can’t track where sales are coming from?

There is a reason that this is Step 1, even before you start sending people to your website.

TRACKING IS WHAT DRIVES EVERYTHING GOOD MARKETERS DO.

It is the only way we know what is working.

Would you buy a used car without looking at the mileage?

Would you blindly buy a stock that nobody was tracking?

Would you know you needed to lose weight without stepping on a scale?

Of course not.

We have to measure this stuff!

And based on all of the data we collect, we make decisions to make our campaigns better and better and better…

Now, to help you understand exactly what we’re tracking, I’ve included screenshots and examples.

In Step 2, I’ll show you where we found all those potential customers that are driving the data (and ultimately sales).

Just know, all the data you see on this page is from the same 30-day campaign.

Here we go:

1. Track Traffic Metrics

We tracked basic data such as clicks, impressions, click thru rate, and conversions.

In our client’s case, somebody had set it up before us, but there were still some problems to fix which were causing inaccurate reporting.

Using Google Analytics works just fine for this.

2. Track Sales For Each Campaign

Odds are you’re going to have multiple marketing campaigns running simultaneously – paid traffic, loyalty program, email, etc.

If you’re looking at your marketing as one effort, the conclusions you’re drawing are going to be completely wrong.

We isolated the transactions ONLY for our paid ad campaign:

3. Track Individual Product Sales

We wanted to know which specific products are selling online.

And which products aren’t.

This information is super-valuable as we optimize the campaign.

Here is the downloaded spreadsheet of the products selling the best online:

I can’t give away all my client’s secrets, but the product driving the most revenue is a disposable, 1g, sativa pen.

Think about how valuable that information is…

As your campaign runs, you’ll know the exact products customers buy from your eCommerce store (which is very different than on-site customers).

From there, you continue to push those items with your digital marketing efforts.

That’s gold Jerry, gold!

4. Track the Customer Journey

We need to understand exactly how someone goes from a stranger who has no idea who we are, to a paying customer.

That information allows us to reverse engineer the customer journey and create our roadmap.

In other words, where are our sales coming from?

If we track that the guy spinning the sign on the street corner is driving most of our sales, we better have that dude out there 24/7.

Now, that would be pretty hard to track, but luckily we’ve got tools to track our online campaigns.

Here’s an example of just one customer’s buying journey:

We can see the order# in our POS system, the ads the customer saw, the device, and the website that referred them to our site.

We can literally track an online order back to the exact ad the customer clicked on to buy product XYX.

Now, this is just one customer, but over time, we’ll start to see patterns in buying behavior across thousands and tens of thousands of orders.

Based on those patterns, we’ll adjust our campaign to help us spend our ad budget in the places that work best…giving us the most bang for our buck.

5. Track Our Geographical Area

We needed to know where in the world our customers are coming from.

Chicago is a great example.

It’s hard to get around Chicago.

Driving 10 miles through Chicago city streets to get to a store is quite a bit different than driving down the interstate at 80 mph, so our starting radius is quite a bit smaller.

We had two options here:

Choose our location and draw a circle around it
Choose the zip codes where we think most of our customers are

We didn’t start with much data, so we chose to draw a 4-mile circle around the store.

The more data we get as time goes on, we’ll either shrink or expand the circle (assuming 4 miles isn’t exactly dead on).

6. Optimize The Campaign

I know it goes without saying, but the greatest data in the world is useless if we don’t use it.

This has been our optimization progression so far:

Step 2: Display Ads Campaign

Something has to drive the traffic to your website, right?

Full disclosure: This tactic will eventually be replaced by something even more effective, but for now, nothing else has come close.

Okay, so what are display ads?

Basically, they are digital billboards that show up on websites all over the internet.

You’ve seen them everywhere.

Display advertising allows us to use a mix of text, images, and videos to attract our customers.

It’s also highly scalable, so we can reach a broad audience…

Or, focus on a smaller market based on what our ideal customers like, where they hang out online, and who they are.

For example, we would not place an ad on cannabisisevil.com, but we would absolutely place an ad on hightimes.com.

Here is why we chose to use display ads:

Brand Visibility – Puts our brand in front of a large audience, which helps increase brand awareness, whether or not someone immediately buys from us.
Targeted Reach – We are able to target specific demographics, locations, and behaviors.
Cost-Effective – For display ads, we are charged per 1,000 impressions (anytime our ad appears on a website someone is on is an impression), which ends up being much cheaper than being charged per click like Facebook, Google Search Ads, Instagram, etc.
Real-Time Analytics – Like I said above, tracking runs the show. We can quickly make data-driven decisions to help optimize our campaigns instead of, “well, I think it’s working.”

Alright, I’m not here to sell you on display ads, I can only tell you what works for us.

Display ads come in many shapes and sizes, but the 970X250 has been crushing it:

(I removed the dispensary’s name to protect the innocent:)

There are nine different sizes we can use for the display ad network.

To get up to speed quickly, we created 3 ads per each of the 9 sizes.

So, at the very least, we’re testing 27 ads at any given time.

We A/B test all of them.

Meaning, if Ad A is generating $10 per day, we’re going to create another ad, Ad B, whose sole purpose is to generate $10.01.

If Ad B can’t beat Ad A, then we create another and another and another.

We’re kinda like an NFL owner – we’re always looking for a replacement who performs better.

That’s how we are constantly optimizing to increase our Return On Ad Spend.

And that’s how we are able to 5X-6X our ROAS over time.

Step 3: Two “Recovery” Email Automations

Honestly, this should be Step 2, but the article made more sense to put this last – I promise you will not be disappointed.

Okay, so Joe was barely using his email list (by “list”, I just mean the list of emails of their existing customers or subscribers) before we started working with him.

Occasionally, the store manager would send out an email with all the current discounts and deals, but wasn’t enough to move the needle.

When I saw that they had nothing in place, we set up two automated email flows for him.

An automated email flow is just a pre-written email that is triggered by an event.

For example…

When you buy anything online, an order confirmation email is triggered and automatically sent…that’s what we’re talking about.

Here are the two flows we set up:

Cart abandonment sequence
Browse abandonment sequence

Let’s break down each sequence:

1. Cart Abandonment (3 Emails)

One of the biggest misconceptions is that if someone abandons your shopping cart online…it means they no longer want to buy your product.

That couldn’t be further from the truth.

How many times do you get distracted from your phone or computer in the middle of Amazon?

I thought so.

The nuts and bolts:

Send to someone who adds your product to their cart, but doesn’t complete the checkout.
Remind them of their abandoned cart and link back to the checkout page.
Ask them if they have any questions and need help checking out.

Here is the schedule:

Email #1 goes out 3 hours after the initial abandonment.

Email #2 goes out 24 hours after email #1.

Email #3 goes out 24 hours after email #2.

Here’s the thing when we were writing our emails, we REFUSED to be bland, boring or vanilla in our copy.

It’s a weed store!

We can be irreverent, fun and talk like a human being.

Here’s email #1 (sent 3 hours after they abandoned their cart):

===

Subject Line: giving up?

Hey,

So, our computer system tells us you recently started [this order]. But, you didn’t check out for some reason.

There’s a big notification flashing on our screen that says:

“Someone forgot to complete their order! You should check that they’re OK…and then take a bong rip while you wait!”

I gotta ask…

Have you given up on fun?

Are you OK with the real world all the time?

There’s nothing worse than waking up in the morning knowing that’s the best you’re gonna feel for the rest of the day.

Don’t give up on fun. You’re so close!

[Click here and complete your order].

We’ll get it packaged and ready for you faster than you can get belt out the chorus to “Last Dance With Mary Jane.”

I guarantee you just sang that in your head.

[SIGNATURE]

PS – Before you go fire up Tom Petty’s Greatest Hits…

[Click here to go to your cart and complete your order (24 hours left)]

===

You see what I mean?

That looks like an email from a friend, not a Columbus Day Sale at Target.

Your brand may not be quite as irreverent, so adjust accordingly.

We don’t have to write about “bong rips”, but that is in line with the feel of this particular dispensary.

Emails #2 and #3 are written in the same laid back way.

The recovered revenue so far:

Cart Abandonment Email #1: $1,042.10

Cart Abandonment Email #2: $252.60

Cart Abandonment Email #3: $152.60

Total: $1,447.30

2. Browse Abandonment (3 Emails)

As you can probably guess, a browse abandonment sequence gets triggered when someone views an item on your website, but doesn’t add it to their cart or buy.

Again, just because someone views a product and doesn’t add it to their cart, that doesn’t mean they’re not interested in buying from you.

They might need more information, a gentle nudge…or both.

The nuts and bolts:

Send to someone who views your product, but doesn’t add it to their cart or buy.
Ask them if they’re interested in the product and if they have any questions.
Recommend to them some related products with links at the bottom of the emails.

Here’s the first email we send in the sequence:

===

Subject Line: can I help?

Hey,

It’s [OWNER’S NAME] from [COMPANY NAME].

Don’t get freaked out, but our bats*** crazy-awesome software tells me you had your eye on this…

[CLICKABLE VIEWED PRODUCT IMAGE]

I gotta say…you have good taste.

This is one of our most popular products.

Any questions about it?

We’re getting ready for only the 900^th viewing of Dazed and Confused, so feel free to hit reply and we’ll help you out.

If not, click the link below and we’ll have it ready for you lickity-split.

[Click here to keep the party going]

[OWNER’S SIGNATURE]

===

And here’s the best part to these emails…

You only have to set this up one time!

Write six emails, tweak them every few weeks, and watch the recovered revenue pile up month after month.

The recovered revenue so far:

Browse Abandonment Email #1: $891.10

Browse Abandonment Email #2: $141.70

Browse Abandonment Email #3: $55.70

Total: $1,088.50

What will that add up to over the next year?

3 years?

5 years?

Now, I can promise you will get an email from a customer who finds something offensive or off-putting.

But, who cares?

You can’t please everyone.

And a customer without a decent sense of humor is going to be a thorn in your side anyway.

[THE “FREE” STRATEGY] 30-50% REVENUE IN THE NEXT 30 DAYS

Okay, we haven’t implemented this yet, but I could not leave it out because it is so damn important you do this ASAP.

This drives so much our clients’ revenue, it would have been unethical not to include it.

Again, for a variety of reasons I won’t bore you with, we have yet to implement the most powerful strategy at our fingertips…

Email Marketing.

If you have a weak stomach.

And cringe at lost opportunities, you may want to skip this part.

Over the years, I’ve looked under the hood of a lot of brands.

And find that companies fall into two camps:

1) A company with a HUGE list of customers who are lucky to make a few hundred bucks when they send an email.

They’re constantly running flash sales and offering huge discounts (basically, racing to the bottom).

They POUND their customers with sale after sale until eventually people stop tuning in.

Or, the opposite…

2) A company that isn’t emailing at all – maybe once or twice a month because they heard that was the best practice.

They barely make any money because their customers forget about them.

So, Here’s What We Do…

Send regular (not automated) emails (5-7 times per week) to your list that are personal – in the same tone as the “recovery” emails above.

No fancy graphics.

No flashy sales.

No BS that everyone gets 10,000 times per day in their inbox.

Now, here’s the part that is going to hurt (I warned you)…

We work with some brands that literally make more than 50% of their revenue just from sending emails every day.

There’s an extra 50% of revenue just sitting there.

And you’re not taking it.

You know what it costs to send an email?

Almost nothing!

To be fair, 50% is not the reality for every brand in the world, but 15-30% over the next 30 days is a pretty low bar to jump over.

This is not a PROMISE or GUARANTEE; not at all.

I have no proof with this client.

All I can go on is the last 17 years with the many other brands we’ve worked with.

Drive Targeted Traffic. Increase Conversions.

I said this was a simple strategy.

But…

I never said it was “easy”.

This is it:

1) Drive targeted traffic to your website

2) Increase the number of people who buy while they’re on your website

What You Should Do Now…

Now, if this looks overwhelming to you, or you don’t have the time to implement the strategy, then we may be able to do it for you (assuming you’re fun to work with).

Our agency specializes in acquiring new customers and selling to them via email until the end of time.

Here are the basics you need:

A professional eCommerce website
Commitment to spend a minimum of $10,000 per month on marketing
Access to your tech stack (POS, website back-end, email platform, etc.) or a very responsive contact who has access

If that sounds like you, give us 7 days to run your first email campaign and we’ll add 50-100 new sales…or you don’t pay.

If you’re interested, CLICK HERE and complete our intake form.

RYAN MCMULLEN

Founder & Owner of Zohr+Stohr Media

ryan@zohrstohr.com

Contact: ryan@zohrstohr.com