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The AGCO sent 31 direct emails to subscribers of its cannabis distribution list in both official languages. By the end of fiscal year 2019–2020 the list had grown to over 14,000 subscribers, an increase of approximately 3000 over the previous fiscal year. Messages initially focused on providing updates about the application status of those selected in the first expression of interest lottery but later provided important details about the second allocation lottery and open market licensing. Most of these emails continued to have open rates of over 50%, well above the government benchmark average open rate of 26.5%.