How these are used: these are the design targets — rebuilt inside Dutchie's drag-and-drop campaign builder using the brand guardrails in the Build Spec tab. Dutchie's email builder uses content blocks (not raw-HTML import); its HTML block is for snippets only. See the Campaign Map tab for how each one maps to a Dutchie campaign, segment, and discount.
The 10 priority creatives, each mapped to a real Dutchie POS Loyalty & Marketing campaign type, trigger, customer segment, and discount. Built in Marketing > Campaigns against segments in Customers > Segments. Click a creative to view it.
Channels:Email — live included with L&M Pro · SMS+ optional upgrade (10DLC) · App push via the Dutchie Mobile App (phase two). Multi-channel sends can run as a waterfall (push → SMS → email, only falling back when the higher channel fails).
Promo codes shown are placeholders — they become real discounts in Marketing > Discounts once Adam confirms the offers.
Phase-Two Automations — Same System, Next Wave
Campaign
Dutchie Segment / Trigger
Why It Matters
Weekly Specials Blast
All customers (non-segmented)
Recurring deal email tied to that week's Dutchie discounts — steady baseline engagement
Senior Deal
Age > 55
Auto-captures seniors and surfaces the badge at the register — no budtender guesswork
Locals
Zip code in surrounding area
Geo-targeted offers to nearby residents
Category-Specific Winback
Most commonly bought category
Re-engage on what they actually buy (Flower / Edibles / Concentrates)
First-Purchase-Only Winback
First purchase before X, one order
Convert one-time buyers into repeat customers
Order Milestones
Orders placed = 10 / 25 / 50
Gamified loyalty — celebrate order milestones to build habit
Opted-In but Not Loyal
Has email opt-in + not loyalty member
Convert subscribers into enrolled loyalty members
VIP Tier Recognition
Top spend percentile / Loyalty tier
Make top customers feel seen; reinforce status
Refer a Friend
Active loyalty members
Lowest-cost acquisition channel — pending Dutchie referral support
Demographics Survey
Missing birthday / preferences
Fill profile gaps for better personalization (uses HTML block for survey)
All of these run on the same Dutchie segments + campaign builder — no new tooling needed.
Discussion Items for Meeting
Questions for Dutchie & decisions from Adam
For Dutchie — Provisioning: Confirm Loyalty & Marketing Pro is live and the Marketing menu (Campaigns, Discounts, Segments) is accessible in our Back Office.
For Dutchie — SMS upgrade: Cost to add SMS, and the 10DLC registration timeline for our sender number.
For Dutchie — Mobile App / push: Timeline and cost for the branded app that unlocks push notifications (phase two).
For Dutchie — Email builder: Which fonts are available, and does the builder support dark-background rows (or is light the practical default)? Set up our sender name/email ("Herbal Solutions Rewards").
For Adam — Recommit: Green-light the program now that we're on Dutchie instead of AlpineIQ.
For Adam — Loyalty model: Dutchie offers Loyalty as Cash or Loyalty as a Discount, with tiers and variable accrual (e.g. 1 pt/$1). Which model, and what accrual rate?
For Adam — Discounts to create: Confirm welcome %, birthday reward, win-back ladder (e.g. 5% / 10% / 15% by recency), and VIP offer — these become discounts in Marketing > Discounts.
For Adam — Cadence & theme: Comfort with max 2–3 emails per week per customer, and dark vs light as the default look.
Launch note: Dutchie ramps sending reputation (50 → 35,000/day over 10 days), so the first sends go to a clean, reliable list. Upload the existing unsubscribe list first.
Dutchie Build Spec
The design system below, plus the exact settings to plug into Dutchie's campaign builder. Set the brand guardrails once and every content block inherits them — building each creative becomes paint-by-numbers.
Embedded as base64 SVG data URIs Outlook gets text/emoji fallbacks via MSO conditionals
Brand Guardrails — Dutchie Builder Settings Tab
Enter these once under the builder's Settings tab. Every block inherits them automatically.
Setting
Value
Content width
600px
Alignment
Left for body copy; center heroes & CTAs at the row level
Campaign colors
Primary #22c55e (dark) / #16a34a (light) · light green #4ade80
CTA hue
#22c55e
Font
Closest builder option to Arial / Helvetica body + a bold sans display — confirm available fonts in the builder
Background
Dark rows #0a0a0a / #111 if supported; otherwise light is the practical default
Block Map — Our Template → Dutchie Blocks
How each piece of our creatives rebuilds from Dutchie's drag-and-drop content blocks.
Our element
Dutchie block
Logo header
Image block (hosted logo URL)
Hero headline
Title block
Subcopy / body
Paragraph block
Offer / promo-code panel
Row with background color + Title/Paragraph (code as text)
"Shop Now" CTA
Button → Open web page → menu/category URL (or dynamic "Last shopped" special link)
Category grid
Multi-column Row + Image + Button per cell
Spacing / rules
Divider / Spacer blocks
Abandoned-cart products
Dutchie's dedicated Abandoned Cart block (renders real left-behind items)
Footer (address, 21+ disclaimer)
Paragraph/Text — unsubscribe is auto-appended by Dutchie
Sender & Tracking
Configured once with Dutchie Support / in campaign setup.
Item
Value
Sender name
"Herbal Solutions Rewards" (request via Dutchie Support)
Sender email
e.g. hello@herbalsolutions420.com(request via Dutchie Support)
UTM term
Per-campaign, appended as utm_term for GA4 attribution (enable via Dutchie Support)
SMS sender
Requires 10DLC registration (phase two)
Note: Dutchie's builder also has AI copy assist and a built-in dark-mode preview — useful for checking our dark creatives render correctly.
Compliance & Operations
Michigan CRA regulations, deliverability best practices, and Dutchie's operational rules for sending.
Michigan CRA Requirements
"Dispensary" is the primary keyword — Use "dispensary", "cannabis dispensary", or "recreational dispensary" as the main term. "Cannabis retailer" and "provisioning center" are secondary alternatives.
21+ only — All marketing must target adults 21 and over. Include age disclaimer in every email footer.
No false/misleading claims — Cannot make health claims, therapeutic claims, or deceptive statements.
No targeting minors — No imagery, language, or design elements that appeal to people under 21.
Physical address required in every email (CAN-SPAM Act).
Spam Filter Avoidance
Avoid in subject lines: marijuana, weed, pot, THC, CBD, "get high," "stoned," "420," FREE, BUY NOW, HUGE SALE
Herbal Solutions physical address (124 W Michigan Ave, Ypsilanti, MI 48197)
Clear unsubscribe link (must be honored within 10 business days)
Manage Preferences link
"Licensed Cannabis Retailer" designation
21+ age disclaimer: "For adults 21+ only. Keep all products out of reach of children."
Responsible consumption note: "Please consume responsibly. Do not drive or operate machinery while impaired."
Dutchie Sending & Operations
Email warmup throttle: new-sender reputation ramps over 10 days — Day 1 = 50, Day 3 = 500, Day 5 = 2,000, Day 7 = 8,000, Day 10 = 35,000/day. Plan the first sends to a clean, reliable list; large blasts queue across days.
Unsubscribe is auto-appended by Dutchie at delivery — don't hand-build it (it won't show in the builder preview).
Sender name/email ("Herbal Solutions Rewards") is configured via Dutchie Support before the first send.
SMS requires 10DLC registration; push requires the Dutchie Mobile App (phase two).
Upload the existing unsubscribe list before the first campaign so Dutchie won't email them.
Segments refresh nightly (attribute-based qualifiers like age apply within minutes).
⚠ Archiving a campaign = permanent delete in Dutchie — irreversible, cannot be restored.