The “Big 3” Marketing Sequences Every Dispensary Needs
Guest post by Hilart Abrahamian, founder and CEO of RevenueKit.
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A quick word on who I am before we get started! I’m Hilart Abrahamian, founder and CEO of RevenueKit, a marketing tool built for dispensaries.
I’ve spent over a decade living and breathing cannabis eCommerce. Before RevenueKit, I co-founded Webjoint, where for over 8 years I worked hand-in-hand with hundreds of cannabis retailers. Throughout this experience, I built eCommerce websites that processed hundreds of millions in sales and served over 1.1 million consumers. That gave me a rare look at exactly which marketing automations move the needle for dispensaries and which are a waste of time.
Today I want to talk about the three that are absolutely non-negotiable.
First, Why Automations at All?
Let’s set the stage. Say you’ve done the work at the top of your funnel and you’ve got a growing contact list of people interested in cannabis.
But a list just sitting there does nothing. The magic happens when you actually market to it, automatically, at the right moments in the customer journey.
That’s what marketing sequences are. They’re pre-built series of emails and text messages that fire automatically when a customer does (or doesn’t do) something. Set them up once and they run on autopilot, squeezing more revenue out of the exact same traffic you already have.
The question isn’t whether you should have automations. Every serious eCommerce business does. The real questions are: which sequences should you set up, when should they trigger and at what stage of the customer journey?
The “Big 3”
There are a lot of sequences you could build. But if you only ever set up three, make it these. They’re non-negotiable; they drive the highest ROI of anything in your marketing stack.
1. The Welcome Sequence
Triggered: immediately after you capture a new visitor’s contact information.
Someone just landed on your site, filled out a form and handed over their email, but didn’t place an order. The Welcome Sequence is how you follow up. Over a series of automated messages, you introduce your brand, build trust and nudge them toward that first purchase with escalating incentives.
This is where you turn a fresh lead into a first-time customer.
2. The Abandoned Cart Sequence
Triggered: when a customer adds items to their cart but doesn’t complete the checkout.
These people were the closest to buying. They picked out products, started checkout and then… stopped. Something got in the way. The Abandoned Cart Sequence reaches back out, removes whatever friction stopped them and makes it a no-brainer to come back and finish the order.
This is your highest-intent audience. Ignoring them is leaving money on the table!
3. The Post-Purchase Sequence
Triggered: after a customer completes their order and receives their product.
The sale isn’t the finish line. It’s the start of a relationship. The Post-Purchase Sequence thanks the customer, gathers feedback, encourages reviews and sets up their next order. This is how you turn a one-time buyer into a loyal, repeat customer who tells their friends about you.
This is where you build a flywheel that keeps spinning long after the first sale!
Why These Three, in This Order
Notice how the Big 3 map perfectly onto the customer journey:
- The Welcome Sequence catches people at the top of the funnel (new leads).
- The Abandoned Cart Sequence catches people in the middle (almost-buyers).
- The Post-Purchase Sequence catches people at the bottom and loops them back to the top (existing customers who become repeat customers and referrers).
Together, they cover every critical stage. There’s no leak in your funnel that at least one of the Big 3 isn’t actively working to plug.
And here’s the beauty of it: once they’re built, they run automatically. You’re not manually emailing every abandoned cart or thanking every customer by hand. The system does it for you, 24/7, on every single visitor and buyer that comes through!
One Rule for All of Them
Whichever sequence you’re building, track everything. Monitor how each message performs and A/B test different offers, subject lines and timing to see what actually works for your audience. The dispensaries that win aren’t the ones who set it and forget it. They’re the ones who keep refining until the numbers are dialed in.
Set up the Big 3, measure relentlessly and watch your conversion rate climb!
Want the step-by-step breakdown of each sequence, covering what to say, when to send and how to structure the offers? Download the free Dispensary Digital Marketing eBook at RevenueKit.com.
