Dutchie POS Loyalty & Marketing quick start guide

Table of contents

• Introduction
• Creating Customer Segments
• Building Marketing Campaigns
• Email Warmup period
• Setting Up Discounts and Loyalty Programs 

Learn about and create customer segments

Customer segments allow you to automatically group customers based on shared behaviors and characteristics, enabling personalized marketing efforts through campaigns, loyalty, and discounts.

See Create and manage customer segments in Dutchie POS.

Building marketing campaigns

With the Campaign feature, you can design, schedule, and send targeted email marketing campaigns to your customer segments or entire customer base. Note that you can set up permissions around who can build, view, and send campaigns at your store, see Create email campaigns and view analytics..

Steps to build an Email Campaign

1. Go to Marketing > Campaigns in Dutchie Back Office.
2. Create a New Campaign:
   • Click on Create Campaign.
3. Campaign Setup:
   • Enter the campaign name.
   • Select the recipient segment.
   • Provide email details, including subject line, preview text, and sender reply email address.
4. Choose a Template:
   • Select a curated template or start from scratch.
5. Build the Email:
   • Use the drag-and-drop email editor to design your email. You can add:
     • Text to communicate your message.
     • Images to make the email visually engaging.
     • Buttons for calls to action (e.g., "Shop Now").
6. Review and Send:
   • Review your email content.
   • Click Schedule send to choose a send time or send immediately.

Test Email Campaign

We recommend sending a test email to verify your email looks the way you want, and your links are working properly. To send a test email:

1. Set the email up as you would for the official email. Include templates, links, and images using the campaign builder.
2. Click the three dots ... in the upper right of the Build content step.
   
3. Select Send test email and enter the email you want to send the test email to. 
   
4. Click Send.

Check out this campaign builder walkthrough for a visual on how you can use campaigns in Dutchie POS: 

Analytics

After sending, monitor your campaign's performance by viewing metrics such as open rates, click-through rates, sales generated, and more by opening the segment.

• Go to Customers > Campaigns.
• Select the campaign you want to see. 
  Note: Sent campaigns are indicated as ‘Sent’.
• On the Overview tab, access campaign insights. 

Automated campaign workflows

Workflows allow you to craft automated messages and multichannel campaigns that respond to customer actions and engagement. For example, an abandoned cart workflow can be set up to re-engage customers who have added items to their cart, but not completed the purchase. There is an Abandoned Cart tile in the campaign builder that dynamically renders the specific products that a consumer left in their cart. This workflow can automatically send a series of messages: an initial reminder, a second message with a small discount if there's no response, and a third message with a larger discount. Workflows are effective for various customer actions, including products added to cart, post-purchase notifications, and targeting first-time shoppers. 

Once established, messages are sent automatically to customers based on these triggered events. For a step-by-step guide on creating workflows, see Create campaign workflows in Dutchie POS.

Campaigns to consider 

Discounts for All Customers

Benefits: Run a campaign for any discount that you offer to your customers. 

Discounts for Segments

Benefits: Run a campaign for a targeted audience. 

Loyalty Programs 

Benefits: Run a campaign for your loyalty program, and/or discounts created for loyalty.

Tips for sending emails and avoiding spam folders

There are a few different tools Dutchie leverages to make sure emails are sent to consumers and avoid the spam folder. Email Marketing works through a concept called reputation. In order to increase reputation for your email, we suggest sending your first few campaigns to reliable email addresses. The fewer bounced emails, emails marked as spam, more clicks, the better your reputation becomes and the more likely emails are to reach the target audience.

Establish good email habits with email warmups

Email warmup is a practice that will establish reliability and consistency with sending emails. Dutchie will automatically send a max number of emails per day, exponentially increasing the number of emails sent. This gradual process helps to establish a reputation with Internet Service Providers (ISPs) as a legitimate email sender. This process starts with 100 emails per day, then gradually increases to 200 and so-on.

Learn more about email IP warmup.

Track unsubscribes

Unsubscribes, bounced emails, and low delivery rates increase the likelihood of emails to go to spam folders. We recommend uploading a list of your unsubscribed emails before sending your first campaign, so that Dutchie won't email those people again. 

Use permissions to separate campaigns and avoid mistakes

Leverage the different permissions for campaigns to control who can view, edit, and send campaigns in the Backoffice. This keeps your campaigns safeguarded and accessible to trusted people in your organization, see User permissions reference guide. 

Set up discounts for segments and campaigns 

Dutchie’s Discounts feature makes it easy for dispensaries to create targeted promotions that boost sales and reward customers. With flexible settings for eligibility, rewards, and scheduling, you can quickly set up, test, and launch discounts for campaigns and segments. 

Access Discounts

• Navigate to Marketing > Discounts in Dutchie Back Office.

Create a New Discount

• Click “Create Discount” to start a new discount.

Discount Setup

• Configure discount details and how the discount will be applied.
• Define eligibility customer criteria, duration, and application method.
• Set conditions or filters to determine who qualifies.
• Choose the reward type for your customers.
• Enter online display details for consumer visibility.
• Review and confirm the summary before publishing.
• Test your discount to ensure proper configuration.

Loyalty programs for segments and campaigns 

Dutchie POS supports two types of loyalty programs: Loyalty as Cash and Loyalty as a Discount.

Configure Loyalty 

• Determine what type of loyalty program you would like to offer to your customers Loyalty as Cash or Loyalty as a Discount
• You can also set up loyalty tiers, or variable point accrual rates based on customer spending or points earned.
• See our step-by-step loyalty setup guide for full details.

Build Loyalty Campaign 

• Create a campaign for your loyalty customers, creating long-term brand engagement for your entire customer base or specified segments

Build Loyalty as a Discount 

• If you are using Dutchie Loyalty as a Discount, these discounts can be configured and used in your marketing campaigns.

View Loyalty Points Online 

• Your customers can now view their loyalty points when they log into your online menu!
• Create a campaign to encourage your customers to see how many points they have accumulated on your online menu.