Mota Cannabis is a well-established cannabis company operating out of Vancouver, British Columbia. They produce cannabis-infused products such as gummy candies, chocolate bars, massage oils, topicals, and more.
When WebMarketers were approached, Mota already had a fairly large and established email list. They were looking to grow through new hooks, giveaways, and referral strategies. In a highly competitive industry and competitive market meant that our marketing strategy needed to include strong, captivating email campaigns.
Our team also faced the unique challenge of having to deal with products that had a shelf life, so we needed to consider how to manage inventory and expiry dates closely to minimize wasted products.
Considering they already had a large email list, our strategy focused on leveraging the Metrilo Growth platform as an integrated system for eCommerce and Marketing.
We also knew there was an opportunity to engage in segmentation-based email marketing strategies to improve engagement and not dilute email subscriber engagement. We tapped into consumer behaviour analytics to send tailored email marketing campaigns to specific buying habits. To take advantage of up-sell opportunities and reduce abandoned cart syndrome, we set up more automated campaigns.
Our team also worked collaboratively with Mota to develop a content strategy that improved that would increase their rankings even in a highly regulated, yet competitive industry.
Our design team created eye-catching creatives for landing page header banners, emails and social media posts. We adhered to their already established brand standards and designs to ensure they had a strong brand presence across all marketing channels.
Through competitor research, it was evident that stock images were favoured in the industry to display products. Our design team leveraged as many of their real products as possible as a way to consistently develop their brand awareness and establish more trust for their products.
To ensure a consistent user experience across a number of devices, our development team created responsive email templates. Since most of their sales come from emails, the successful execution of weekly email campaigns was crucial.
Our team managed the code and integrations with Metrilo to ensure all tracking data was accurate. The integration of Metrilo allowed for Mota and our marketing team to make informed decisions on how to continue developing the strategy.
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