A concentrates-only campaign sent to 1,474 buyers generates more revenue than a cross-category broadcast to 3,170. Smaller list. Sharper targeting. Better result.
A New York cannabis dispensary was sending cross-category campaigns to their full customer list, reasoning that broader reach meant more revenue. The hypothesis to test: would a tightly targeted concentrates-only campaign sent to proven concentrate buyers outperform a larger broadcast to mixed-category customers? The answer had direct implications for how every future campaign should be structured.
We build product-category segmentation programs for dispensaries across NY, NJ, and PA. Every campaign matched to buyer behavior.
Switching from full-list blasts to behaviorally segmented campaigns lifts every performance metric simultaneously for a newly licensed New York dispensary.
One Manhattan dispensary grew strict-attributed monthly revenue from $2,031 to $9,629 in 90 days by putting its full list to work, switching on loyalty automations, and sending to a more responsive audience.
A buried recreational dispensary email domain pulling a 0.55% open rate on a 64,171-send blast is rescued by a structured 5-phase warmup, lifted to a sustained 18%+ open rate on the full list in 25 days, eliminating 97% of wasted credits.
A 2-store Queens dispensary group generates over $127K in strictly-attributed monthly revenue through email marketing alone, no SMS required.
One dispensary location generates over $104K in monthly attributed marketing revenue with 1,704 orders tracked to campaigns in a single month.
A high-volume NYC dispensary generates $129K in SMS revenue under the most conservative attribution model over a 3-month window, proving SMS as a standalone revenue channel.
Automated flows outperform manual blasts at a 2-location NYC dispensary, generating 62% of strictly-attributed revenue with zero ongoing staff labor.
A 90-day full-funnel programmatic blend, Display, CTV, Pre-Roll and DOOH, drives 229 net-new shoppers into a Manhattan dispensary at a $54.18 CPA, then hands them to the loyalty program where members generate 96% of store revenue.