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The Dos and Don’ts of Cannabis Email Marketing

Introduction to Cannabis Email Marketing

In today’s digital age, email marketing remains a powerful tool for cannabis businesses to engage with their audience, build customer relationships, and drive sales. With an effective email marketing strategy, you can deliver targeted messages, provide valuable content, and promote your products or services directly to your subscribers’ inboxes.

In this article, we will explore the dos and don’ts of cannabis email marketing to help you maximize the impact of your campaigns and achieve your marketing goals.

The Benefits and Limitations of Email Marketing for Cannabis Businesses

Email marketing offers several benefits for cannabis businesses:

  • Direct communication: Email allows you to have a direct and personalized conversation with your audience. You can deliver tailored messages, exclusive offers, and updates directly to their inbox.
  • Targeted messaging: With email segmentation, you can divide your subscriber list into specific groups based on demographics, preferences, or purchase history. This enables you to send relevant and targeted content to each segment.
  • Cost-effective: Compared to other marketing channels, email marketing is cost-effective and offers a high return on investment (ROI). You can reach a large audience without spending a significant amount of money on advertising.
  • Relationship building: Email marketing allows you to nurture relationships with your subscribers over time. By consistently providing valuable content and engaging with your audience, you can build trust and loyalty.
  • Measurable results: Email marketing platforms provide detailed analytics that allow you to track and measure the success of your campaigns. You can monitor open rates, click-through rates, conversions, and other key metrics to optimize your strategy.

However, it’s important to be aware of the limitations of email marketing for cannabis businesses. Due to legal restrictions and email service provider policies, cannabis-related businesses may face challenges in certain aspects of email marketing, such as deliverability and content restrictions. It’s crucial to navigate these limitations while still leveraging the power of email marketing for your business.

Creating an Effective Email Marketing Strategy

To create an effective email marketing strategy for your cannabis business, consider the following:

  • Define your goals: Clearly define your email marketing goals, whether it’s increasing sales, driving website traffic, building brand awareness, or nurturing customer relationships. Having specific goals will guide your strategy and help you measure success.
  • Know your audience: Understand your target audience’s preferences, needs, and pain points. This knowledge will enable you to create content that resonates with them and drives engagement.
  • Segment your email list: Segment your email list based on relevant criteria such as demographics, purchase history, or engagement level. This allows you to send targeted emails that are more likely to generate conversions.
  • Create valuable content: Provide valuable and informative content to your subscribers. This can include educational articles, product updates, industry news, or exclusive offers. Focus on delivering content that solves problems and addresses the needs of your audience.
  • Design engaging emails: Pay attention to the design of your emails to ensure they are visually appealing and easy to read. Use a clean and professional layout, incorporate eye-catching visuals, and optimize for mobile devices.
  • Establish a consistent sending schedule: Consistency is key in email marketing. Determine a sending frequency that works for your audience and stick to it. Whether it’s weekly, bi-weekly, or monthly, a consistent schedule helps build anticipation and keeps your brand top-of-mind.
  • Include clear call-to-action (CTA): Every email should have a clear and compelling CTA that encourages recipients to take the desired action. Whether it’s making a purchase, signing up for an event, or downloading a resource, make the next step obvious to the reader.

Best Practices for Email Design and Content

Effective email design and content are essential for engaging your subscribers and driving desired actions. Here are some best practices to consider:

  • Subject line: Craft compelling subject lines that grab attention and entice recipients to open the email. Keep them concise, personalized, and relevant to the content inside.
  • Personalization: Use personalization tokens to address recipients by their name or customize content based on their preferences. Personalization enhances the sense of connection and relevance.
  • Clear and concise copy: Write concise and easy-to-read copy that delivers your message effectively. Use clear headings, subheadings, and bullet points to improve readability.
  • Visuals: Incorporate visually appealing images and graphics that align with your brand identity and enhance the overall look of the email. Optimize images for fast loading and consider the accessibility needs of your audience.
  • Mobile optimization: Optimize your emails for mobile devices since a significant portion of email opens occur on smartphones. Ensure your emails are mobile-responsive and test them across different devices and email clients.
  • Clickable CTAs: Make your call-to-action buttons prominent and clickable. Use contrasting colors, persuasive copy, and clear instructions to encourage click-throughs.
  • Avoid spam triggers: Familiarize yourself with common spam trigger words and phrases to minimize the chances of your emails being flagged as spam. Use a reliable email service provider (ESP) to ensure optimal deliverability.

Segmentation and Targeting in Cannabis Email Campaigns

Segmentation and targeting are critical for delivering personalized content that resonates with your subscribers. By dividing your email list into specific segments, you can tailor your messaging to address the unique interests and needs of each group.

Here are some segmentation strategies for cannabis email campaigns:

  • Demographic segmentation: Segment your list based on demographics such as age, gender, location, or occupation. This helps you deliver content that appeals to specific demographics.
  • Behavioral segmentation: Segment your subscribers based on their past interactions with your emails, website, or products. This allows you to target engaged subscribers, inactive subscribers, or those who have made previous purchases.
  • Preference-based segmentation: Give your subscribers the option to specify their preferences during the signup process. This can include their product interests, preferred content types, or frequency of emails. Use this information to create targeted campaigns.

How to Grow Your Email List and Avoid Spam Filters

Building a healthy and engaged email list is crucial for the success of your email marketing campaigns. Here are some strategies to grow your email list while avoiding spam filters:

  • Opt-in forms on your website: Place opt-in forms strategically on your website to capture email addresses from interested visitors. Offer incentives such as exclusive content, discounts, or giveaways to encourage sign-ups.
  • Lead magnets and gated content: Create valuable lead magnets such as e-books, guides, or whitepapers that require email opt-ins to access. This helps attract quality leads who are genuinely interested in your content.
  • Social media promotions: Leverage your social media platforms to promote your email newsletter and encourage followers to sign up. Direct them to a dedicated landing page or use social media sign-up forms to simplify the process.
  • Referral programs: Incentivize your existing subscribers to refer their friends or colleagues to join your email list. Offer rewards or discounts for successful referrals to encourage participation.
  • Double opt-in process: Implement a double opt-in process where subscribers confirm their email address after signing up. This helps ensure that your list consists of engaged and valid email addresses.
  • Comply with anti-spam regulations: Familiarize yourself with anti-spam regulations, such as the CAN-SPAM Act in the United States or the CASL in Canada. Ensure you have proper permission from subscribers and include a clear unsubscribe link in your emails.
  • Monitor engagement: Regularly monitor engagement metrics such as open rates, click-through rates, and unsubscribe rates. High engagement indicates a healthy list, while low engagement may be a sign to re-engage or remove inactive subscribers.

Legal Considerations for Cannabis Email Marketing

When conducting email marketing for cannabis businesses, it’s crucial to adhere to applicable laws and regulations. Here are some legal considerations to keep in mind:

  • Compliance with local regulations: Familiarize yourself with the specific cannabis advertising and marketing regulations in your jurisdiction. Ensure your email content and promotions comply with these regulations.
  • Permission-based marketing: Obtain proper permission from subscribers before sending them marketing emails. Implement opt-in forms and clearly communicate the type of content they can expect to receive.
  • Unsubscribe options: Include a visible and functional unsubscribe link in every email. Make it easy for subscribers to opt out of your email list if they no longer wish to receive your communications.
  • Data protection: Safeguard your subscribers’ data and follow applicable data protection laws, such as the General Data Protection Regulation (GDPR) in the European Union. Obtain consent for collecting and storing personal information and handle data securely.

Case Studies and Examples of Successful Cannabis Email Campaigns

Examining successful cannabis email campaigns can provide valuable insights and inspiration for your own strategies. Here are a few examples:

Caliva’s personalized recommendations:

Caliva, a leading cannabis brand, sends personalized recommendations to their subscribers based on their past purchases and browsing behavior. By analyzing customer data, they curate product suggestions tailored to individual preferences, increasing customer engagement and driving repeat purchases.

Sunday Goods’ educational content:

Sunday Goods, a cannabis company focused on wellness, sends educational content to their email subscribers. They provide valuable information about the benefits of cannabis, dosage guidelines, and responsible use. By positioning themselves as a trusted source of knowledge, they build brand authority and foster customer loyalty.

The Apothecarium’s event invitations:

The Apothecarium, a cannabis dispensary, uses email marketing to invite subscribers to exclusive events and product launches. By creating a sense of exclusivity, they drive customer excitement and encourage attendance at their in-store experiences. This helps build a strong community around their brand.

These examples demonstrate the effectiveness of personalized recommendations, educational content, and event invitations in engaging cannabis email subscribers. However, it’s important to analyze your own audience’s preferences and tailor your email campaigns accordingly.


Email marketing is a powerful tool for cannabis businesses to connect with their audience, nurture relationships, and drive business growth. By following the dos and don’ts of cannabis email marketing, you can create effective campaigns that engage your subscribers and deliver tangible results.

Remember to define your goals, segment your audience, create valuable content, design visually appealing emails, and comply with legal regulations. By implementing these strategies and continuously optimizing your campaigns, you can leverage the power of email marketing to build a thriving cannabis business.