The late-night reality
It’s late. The dispensary is quiet.
You’re sitting behind the counter, scrolling through your Instagram account — again — wondering why your posts barely get seen. Ads are banned. Social accounts get flagged for nothing. Even the content you do share seems to disappear into the algorithm’s black hole.
You know your customers want to hear from you. You see it in the way they light up when they visit. But reaching them online? It feels impossible.
This is where cannabis newsletters change everything.
They’re the one marketing channel you fully own. Every email address you collect is a direct invitation into someone’s inbox — no algorithms, no middlemen. And when you send emails that matter? They don’t just get opened. They get remembered.
Why email works better than social
There’s a reason some of the most successful cannabis brands barely bother with social anymore.
Email works better.
When someone signs up for your list, they’re saying, “I want to hear from you.” That’s a very different relationship than a random follower scrolling past your posts without noticing.
Unlike social media:
Algorithms can’t hide your message.
Your list can’t vanish overnight.
You’re not competing with memes, ads, and endless distractions.
Email is a pause. A subscriber opens your message in a quieter, more intentional setting. That’s why open rates for cannabis email marketing are often two to three times higher than engagement rates on social media.
And unlike a “like” on Instagram, email lets you track real results:
Who clicked to view a new product?
Who signed up for an event?
Who redeemed a loyalty reward?
That clarity makes it easy to see why newsletters consistently drive one of the highest ROIs in the cannabis industry.
The traits of a newsletter people actually want to open
Most cannabis newsletters get ignored.
They look and feel like flyers — a blast of promotions, a few images, nothing that makes you want to open the next one.
But think about the last email you did open. It probably felt like a friend checking in, or a brand you trust letting you in on something important.
That’s your bar.
A good cannabis newsletter has a reason to exist. It talks like a human. It shows up consistently.
When people know your emails will be worth their time, they’ll keep opening. And that’s when your cannabis newsletter stops being “just another marketing tool” and starts becoming the heartbeat of your business.
What to include (and what to skip)
Your newsletter isn’t a digital price list. It’s your chance to show customers you’re more than a transaction.
Here’s what works:
Educational content: Short tips that make customers smarter about cannabis. “How to dose edibles safely” or “What terpenes mean for your experience.”
Stories: Introduce your team. Share behind-the-scenes moments that make customers feel like insiders.
Products with context: Highlight new drops, but tell the story behind them. Why are they worth a closer look?
Lifestyle content: Recipes, event ideas, wellness tips — anything that shows you understand the bigger picture.
Subscriber exclusives: Early access, loyalty rewards, or private sales.
And what should you avoid? Hard-sell language, cluttered designs, and image-only emails. If it feels like shouting, most people will click delete.
Real-world examples from cannabis brands
Here are a few approaches that work in practice:
The educational mini-series
Subject line: “Edibles 101: How to dose safely”
Why it works: It answers a common question and positions your brand as a guide.
The staff spotlight
Subject line: “What our budtenders are loving right now”
Why it works: It humanizes your brand and makes your team part of the story.
The subscriber-only drop
Subject line: “Our new strain lineup (you’re first in line)”
Why it works: It rewards people for being on the list and builds urgency.
The lifestyle email
Subject line: “Better sleep starts here”
Why it works: It connects cannabis to a bigger goal and broadens your appeal.
Each approach mixes education, emotion, and exclusivity — the formula for loyalty.
How to grow your list without shortcuts
Your newsletter can only work if it reaches enough people. But resist the urge to buy lists or spam strangers. That will hurt your brand and your deliverability.
Focus on quality subscribers:
Add QR codes in-store with a clear reason to join: “Get early access to our next menu drop.”
Place sign-up forms in your website header or footer, and use a pop-up only when someone’s already engaged.
Offer lead magnets that actually help, like a beginner’s cannabis guide or a recipe ebook.
Train your team to ask at checkout: “Would you like to join our subscriber list for early access and rewards?”
Using a platform like Brevo makes it easier to capture and organize subscribers. It handles age-verification and consent automatically, and it’s designed for cannabis brands.
Stay compliant and stay out of spam
Cannabis email marketing comes with more rules than most industries.
What to do:
Get explicit consent: Every subscriber must opt in willingly. Never buy lists.
Age-gate sign-ups: Include a date of birth field or checkbox confirming 21+.
Include required details: Your physical address and an unsubscribe link should be in every email.
Avoid spam triggers: Don’t use ALL CAPS, too many images, or overly promotional words like “FREE” or “GUARANTEED.”
Compliance isn’t just about avoiding fines. It’s about protecting trust.
Choose the right platform
Not every email service provider welcomes cannabis brands. Many will deactivate your account without warning.
We recommend Brevo because it:
Supports cannabis businesses openly.
Includes built-in compliance features (age-gating, opt-ins, unsubscribes).
Offers segmentation and automation tools so you can personalize.
Keeps pricing fair and straightforward.
Provides analytics that show what’s working.
Brevo isn’t just a send button. It’s the backbone of a compliant, scalable cannabis email marketing strategy.
Measure what matters
Don’t just chase open rates. Look at the bigger picture:
Clicks: Are people engaging with your content?
Conversions: Are they buying or signing up for events?
Repeat visits: Are subscribers coming back more often than non-subscribers?
Replies and forwards: Do your emails start conversations or get shared?
Clean your list regularly by removing inactive subscribers. A smaller, engaged list is better than a big list that ignores you.
FAQs
How often should I send a cannabis newsletter?
One to two emails per month works for most brands. What matters most is consistency.
Can I promote products in my emails?
Yes — just avoid medical claims or overpromises, and always include disclaimers and age verification.
What’s the best email platform for cannabis brands?
We recommend Brevo because it was built for businesses like yours and keeps you compliant.
How do I get more subscribers?
Use in-store QR codes, website forms, and lead magnets. Always give people a clear benefit for joining.
What mistakes should I avoid?
Don’t send too frequently, use image-only emails, or write in a pushy sales tone. Your newsletter should feel like a helpful conversation, not an ad blast.
The long-term edge of cannabis newsletters
Your email list is one of the few marketing assets you truly own. It can’t be taken away by an algorithm or a platform policy change.
When you treat it with care, your newsletter becomes more than a sales tool. It’s where customers learn, connect, and come back for more.
Start by growing a clean list. Send fewer, better emails. Show up consistently.
And if you want to make the process easier, start with Brevo — the platform we trust for cannabis email marketing.
For more ways to grow without relying on ads or algorithms, visit the Growalrus blog or download our ebook Exodus from the Algorithm.
