Dutchie POS marketing and loyalty quick start guide

This guide serves as an introduction to Dutchie's new enhanced marketing and loyalty features built to empower dispensaries with tools to enhance customer engagement and drive sales through targeted marketing and loyalty programs.

Customer segments and segment-based discounts will be available to all locations; other loyalty and marketing features mentioned on this page will be paid add-ons. Contact your Customer Success Manager or schedule a demo to learn more.

Table of contents

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

Introduction

Dutchie POS offers robust Loyalty and Marketing features designed to help dispensaries create targeted marketing campaigns, manage customer segments, and implement effective loyalty and discount programs. By leveraging these tools, you can enhance customer engagement, encourage repeat business, and boost overall sales.

Creating customer segments

Customer segmentation allows you to group customers based on shared behaviors and characteristics, enabling personalized marketing efforts through campaigns, loyalty, and discounts, see Use customer segments with Dutchie POS Loyalty and Marketing program.

Steps to Create a Customer Segment

1. In Dutchie Backoffice, go to Customers > Segments.
2. Click on Create Segment and enter a descriptive name for your segment.
3. Define segment criteria:
   • In the Add customers who meet the following conditions section, set the parameters that define your segment (e.g., customers with a last purchase date over 30 days ago for a "Win-Back" campaign).
4. Click Save to create the segment.

Note: User-created custom segments do not appear in the cart.

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

Suggested segments

Here are some ideas to get started with your own custom segments:  

Senior segment 

Benefits: Target any customer above the age of 55 with campaigns, discounts, or loyalty.

Locals segment 

Benefits: Target customers that reside in surrounding zip codes with campaigns, discounts, or loyalty. 

Win back first-time shopper 

Benefits: Target customers who processed their first transaction before a specified date to win back their business and loyalty. 

Discount lover 

Benefits: Target customers that use discounts regularly at your dispensary.

Customer spend segments 

Benefits: Target customer that have spent a certain dollar amount in a threshold of time. 

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 Dutchie POS marketing and loyalty campaign builders and 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. 

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.