I. Introduction: Loyalty in a Regulated Industry
You’re not selling shoes. Or coffee. Or some impulse buy at a checkout counter.
You’re selling something… different.
Something more personal. More misunderstood. More watched.
And that means most marketing channels?
They’re working against you.
Cannabis brands get shadowbanned. Flagged. Silenced.
And still — your customers want to hear from you.
That’s why email is your power play.
Cannabis dispensary email marketing isn’t about noise. It’s about permission. It’s direct. Private. Yours.
You control the message. You own the relationship. You don’t have to play the algorithm’s game — not here.
And when it’s done right?
Email becomes more than a channel. It becomes the reason they come back.
Let’s talk about how to make that happen — the right way.
II. Why Email Is a Game-Changer for Dispensaries
If you’ve been in this space longer than five minutes, you already know:
Social? Risky.
Ads? Blocked.
Trust? Fragile.
And the one channel nobody can take away from you?
Your list.
1. Email Is Algorithm-Proof
Instagram can vanish your reach. Google can delist you.
But your email list? It’s direct. Unfiltered. It’s real.
When someone gives you their email — they’re saying:
“I want to hear from you — not by accident. On purpose.”
That’s not something a boosted post can buy.
2. Your Customers Want Ritual
Dispensary customers don’t need to be “convinced.”
They already believe in the product. They’ve got routines. Preferences. Questions.
Email helps you meet them in that ritual — and stay part of it.
It’s not about new vs. old customers. It’s about being remembered when it matters.
3. You Can Say More, Sell Less
Email gives you space. Not just to promote — but to tell.
A quick story about a new drop
A note from a budtender
A reminder that you see them
It doesn’t have to be long.
It just has to feel human.
III. What Actually Works in Cannabis Email Marketing?
Here’s where a lot of dispensaries miss the mark.
They go straight for promotions. “20% off this,” “Buy one, get…”
But here’s what actually builds loyalty — quietly and consistently:
1. Educate Without Preaching
Your customers aren’t cannabis scientists.
Many are still nervous. Curious. A little lost.
Use email to gently explain. Keep it short. Keep it kind.
“Here’s what Sativa really means”
“Why that edible hit differently”
“A 2-minute intro to terpenes (you’ll actually enjoy)”
2. Emotion Beats Promotion
People don’t remember what you sold.
They remember how it made them feel.
What helps them sleep. Or paint. Or quiet their brain after a brutal day.
Speak to that. Be the brand that understands.
3. Rhythm > Frequency
Forget daily sends. Forget “blast” mentality.
Start with:
One thoughtful email every 2 weeks
Written like it came from someone — not something
With a real point: teach, guide, help, or delight
You don’t need to send often.
You just need to send right.
✨ Growalrus Thought:
“Great cannabis email isn’t loud. It’s low-volume — but deeply trusted.”
IV. What Kind of Emails Should You Send?
Now we get tactical.
If you’re wondering how to run a cannabis dispensary email campaign that actually gets opened, read, and acted on — this is your playbook.
Here are the highest-performing email types in dispensary marketing — with real examples to inspire your next send.
🧠 1. Educational Emails (Builds Trust)
Teach without selling. Your customers want clarity — not complexity.
Subject line:
“Indica vs Hybrid: What’s really the difference?”
Preview text:
Why your mood might matter more than you think.
Send short explainers on:
Strain types
THC vs CBD effects
Terpenes
Dosing tips
New user guides
💡 Make it feel like guidance, not a lecture. 150 words. Clear tone. End with a soft CTA.
🌿 2. Budtender Picks (Builds Connection)
Let your team lead. Feature one or two personal favorites.
Subject line:
“Jess’s Go-To for Wind-Down Sundays 🍃”
It’s authentic, informal, and creates human connection.
People trust people more than brands. So give your brand a face — not just a label.
📦 3. New Drop Alerts (Builds Urgency — with Boundaries)
Yes, you can announce new products — just be smart about it.
Keep it:
Compliant (no outlandish claims)
Tasteful (no emojis overload)
Subscriber-first (early access is powerful)
Subject line:
“New Drop: Northern Lights Returns This Friday”
Preview text:
Subscribers get first dibs before it’s gone.
Add a clear CTA button: “Preview the Menu”
🎁 4. Loyalty Perks & VIP Access
Make your list feel exclusive.
Try:
“Subscriber-Only Saturday Deal”
“Unlock a Surprise with Your Next Visit”
“Spend $50, Get a Mystery Pre-Roll (This Weekend Only)”
Even better: don’t overuse these. Keep perks occasional — and delightful.
💬 5. Wellness Tips & Light Lifestyle Content
You don’t always have to talk about cannabis directly. Build emotional resonance with topics like:
Sleep hygiene
Mindful routines
Recipes
Creative rituals
Mental health awareness
This deepens brand identity — and keeps inboxes feeling inspired, not transactional.
🧠 Growalrus Reminder:
A successful cannabis dispensary email campaign is one that people look forward to. Not just one they open.
V. Growalrus Strategy: Build an Email Brand, Not Just Campaigns
The brands that win inbox attention don’t “blast.” They curate.
And the easiest way to do that?
Give your email series a name. A voice. A rhythm.
Here’s how to turn casual content into a brand inside the inbox.
🎯 Name Your Newsletter (Own the Ritual)
Give your series a signature identity.
Examples:
The Weekly Puff — casual, friendly, product-led
The High Note — for lifestyle and creativity
Budtender’s Desk — short notes from staff
The Drop — exclusive product announcements
Rooted — educational and culture-forward
Naming = familiarity. Familiarity = trust. Trust = sales.
🌀 Create Recurring Themes (That Build Anticipation)
You don’t need 100 ideas. You need 3–4 strong ones you rotate.
Here’s a sample cadence:
Week 1: Staff pick of the month
Week 2: Educational guide (e.g. “Edibles 101”)
Week 3: Product spotlight or drop
Week 4: Subscriber story or wellness tip
Now your emails feel like a magazine, not a random flyer.
💚 Example: A Real Email Flow that Works
Subject:
“What Our Budtender Takes for Anxiety (And Why)”
Body:
Short 3-paragraph story. No heavy copy. No discount. Just honesty.
Link to shop the product. A photo. A name.
Result:
28% reply rate. 19% click-through. Repeat traffic for 4 days.
Not hype. Just trust at scale.
✨ Growalrus Principle:
Don’t just run a cannabis email campaign. Build a presence that lives in the inbox.
VI. The Platform That Keeps It Simple (and Compliant)
Let’s be honest — most dispensary owners don’t have time to figure out email tools.
You’ve got menus to manage, staff to train, compliance to track, and 1,000 daily fires to put out.
You need a platform that just works — no chaos, no gimmicks.
That’s why we recommend:
Brevo — the email tool that speaks your language.
Why Brevo Works for Cannabis Dispensaries:
✅ No design headaches — build beautiful emails with drag & drop
✅ Age-gated signup forms — built-in compliance options
✅ Automated flows — from welcome emails to loyalty reminders
✅ Clear analytics — know what’s working, what’s not
✅ Affordable pricing — great for local shops and scaling brands alike
And most importantly?
✅ You’re in control.
Because unlike social media, Brevo doesn’t shadowban, censor, or crash your reach.
“We moved our list to Brevo and within one week, email became our #1 sales channel.”
— A Growalrus partner dispensary in Oregon
👉 Start with Brevo now — and build a smarter cannabis email system that works on your schedule.
No bloat. No BS. Just clean, compliant, conversion-ready tools.
VII. Compliance, Consent & Clarity
In cannabis, trust isn’t just a vibe — it’s a legal necessity.
That means your cannabis dispensary email marketing strategy has to do more than convert. It has to protect.
Here’s how to stay compliant while still sounding human.
🔞 Use Clear Consent & Age Verification
Before someone ever gets your emails, make sure:
They’re 21+ (or legal age in your jurisdiction)
They’ve explicitly opted in
You’ve got clear language like:
“By subscribing, you confirm you’re 21+ and agree to receive our emails. No spam. Just helpful cannabis insights.”
💡 Brevo lets you add this to every signup form automatically.
🧾 Always Include the Basics
Every email should have:
A visible unsubscribe link
Your physical business address in the footer
A calm, neutral tone (no “guaranteed results” or heavy claims)
Optional: A mini disclaimer (e.g. “This content is for informational purposes only. Not medical advice.”)
🚫 What to Avoid
Don’t:
Promise cures
Offer freebies without legal review
Use overhyped or exaggerated language (“This gummy will change your life!”)
Forget to segment — new users ≠ seasoned buyers
🌿 Growalrus Rule:
If your email feels sketchy to you, it’s already too risky.
Stay clean. Stay clear. Stay compliant.
VIII. How to Grow Your Email List — Without Breaking the Rules
You don’t need to beg.
You don’t need to bribe.
You just need to create real reasons to subscribe — and ask with clarity.
Here’s how the best dispensaries build their list ethically and effectively.
📍 1. In-Store QR Codes
Place these on:
Product tags
Loyalty program materials
Counter signs
CTA Example:
“Want early access to new drops? Scan & sign up.”
Make sure your landing page includes:
Age verification
Clear opt-in language
One promised benefit
🌐 2. Website Pop-Ups — But with Value
Don’t say:
“Subscribe to our newsletter.”
Say:
“Get first dibs on new strains, loyalty drops, and insider picks.”
Then send a welcome email that explains:
What kind of content they’ll get
How often
Why it’s worth staying subscribed
💬 3. Ask at Checkout (The Right Way)
Train your staff to offer the signup naturally:
“Would you like early access to new products or exclusive rewards? We send 1–2 helpful emails a month.”
If they say yes, enter it into your POS-integrated system — or have a paper opt-in with a privacy disclaimer.
💡 The key is not being pushy. Be clear, not clingy.
🎁 4. Offer a Valuable Opt-In Incentive
Try:
“Unlock a 10% loyalty credit”
“Get our free strain guide: What to Try Based on Mood”
“Subscribers get 24-hour early access to our new menu — always.”
This positions your list as a privilege, not a nuisance.
🧠 Growalrus Insight:
The best cannabis newsletters don’t feel like marketing.
They feel like being let in on something special.
IX. How to Measure Email Success (Without Chasing Clicks)
You’re not trying to be an influencer.
You’re building a community. A brand. A loyal client base that keeps coming back — even when ads disappear.
Here’s how to measure success in your cannabis dispensary email marketing — without falling into the vanity trap.
📬 Open Rates = Are You Recognized?
20–30% is healthy for dispensaries
35%+ means your name and subject line are working
If you’re below 15%, clean your list or adjust your tone
Want better open rates?
– Use a real name as the sender
– Avoid “Sale!” in subject lines
– Be clear, not clever
👆 Click Rates = Are You Offering Value?
2–5% is a good benchmark — but context matters.
Instead of asking: How many people clicked?
Ask: Did the right people click on the right thing?
For example:
3% clicked to see a new product
1% clicked to book a consultation
7 people replied to your “Staff Picks” email
That’s signal, not noise.
🔁 Repeat Engagement = Are You Building Loyalty?
Track:
Which emails bring people back
Who engages more than once
How many in-store visits happen within 24–48 hours of a send
You don’t need a UTM code for everything.
You’ll feel it in customer behavior — and Brevo’s analytics can help surface patterns over time.
💬 Replies = Are You Trusted?
When a customer replies with:
“Thanks, this helped”
or
“Can I forward this to a friend?”
That’s the highest signal of all.
Because replies build relationships. And relationships drive retention.
✨ Growalrus Principle:
The best cannabis email strategies don’t chase performance. They build presence.
X. Frequently Asked Questions
❓How do I run a compliant cannabis dispensary email campaign?
Use a platform like Brevo with proper opt-ins, age gates, and unsubscribe links.
Avoid medical claims, overpromises, or free product language that violates regional regulations.
❓How often should a dispensary send emails?
1–2 times per month is ideal.
Consistency matters more than frequency. Focus on quality over quantity.
❓Can dispensaries use email to promote sales?
Yes — but with care.
Avoid trigger phrases like “free,” “guaranteed,” or anything that sounds recreational-first. Instead, frame emails around education, updates, or loyalty perks.
❓What should I include in a cannabis newsletter?
– Product education
– Budtender recommendations
– Loyalty rewards
– Menu drops
– Tips on wellness, usage, and storage
– Seasonal content or Q&A
Need ideas? See Section IV above for specific cannabis newsletter examples.
❓How do I grow my email list legally?
Use in-store QR codes, age-gated website forms, and staff prompts at checkout.
Always get clear, recorded consent — and never buy a list.
XI. Conclusion
The cannabis industry will always face hurdles.
Ads will get banned. Platforms will flag content. Competitors will cut prices.
But email?
That’s yours. Always has been. Always will be.
It’s not a hack.
It’s a handshake.
And when you do it right, it becomes your most powerful asset — a quiet, consistent path to loyalty, education, and long-term growth.
So stop guessing what’s allowed.
Start building what works — directly, clearly, and with intention.
👉 Try Brevo — and build a cannabis email system that earns trust and keeps customers coming back.
Recommended by Growalrus. Designed for brands that care about more than clicks.
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