5 min read

Email Marketing Tips for Cannabis Retailers

August 16, 2023

Learn why email marketing matters for cannabis retailers, best practices for building your email list, red flags to avoid, and customer relationship tips for creating effective email content in this comprehensive guide. 

Please be aware: The suggestions and content shared in this piece do not serve as legal counsel. It’s advised that you consult local marketing and cannabis regulations for proper adherence and guidelines.


As a cannabis retailer, your marketing strategy should not be limited to social media. Email marketing has stood the test of time and has the highest return on investment. With email, you directly communicate with your customers and own your email audience. In this blog, we will cover the importance of email marketing, tips for building your dispensary’s email list, red flags to look out for, and customer relationship tips for effective email content.

Why Email Marketing Matters for Cannabis Retailers

In today’s digital age, social media takes up most of the marketing spotlight. However, when it comes to the cannabis retail industry, email marketing is a more direct and effective way to reach customers. Unlike social media, you have more ownership over your email audience, and your message won’t be buried by limiting algorithms. 

Email marketing is not just cost-effective but also mission-critical to your marketing strategy. With the surge in online shopping due to the ongoing pandemic, email marketing helps you reach customers where they are shopping- and they are shopping online more than ever. 

Moreover, email marketing presents an opportunity for direct communication with customers who are interested in your dispensary products and promotions. It’s a chance to build relationships with clients and keep them engaged, informed, and active. 

Overall, email marketing stands out above social media marketing for cannabis retailers. Email marketing has a higher return on investment, is mission-critical to your dispensary’s overall marketing strategy, and offers a channel for direct communication with customers.

Best Practices for Building Your Dispensary Email List

Building an email list is crucial for cannabis retailers to grow their business. Here are some best practices for building your dispensary’s email list both online and offline: 

To grow your email list online, you can begin by collecting customers’ email addresses when they place an online order. Apart from sending order confirmations and updates, you can also request their permission to send them occasional marketing messages. This way, you can establish direct communication with your customers, build relationships, and promote your products.

Another effective way to get more subscribers is by placing a form on your website, asking visitors to sign up for your email list. Even if they don’t order anything, they are still potential customers, and email marketing can help increase brand awareness and give you an opportunity to promote your products or services.

If your email list needs a boost, incentivize online shoppers to sign up for your newsletter by offering them a coupon code in exchange for their email address. This will give them a reason to sign up and make a purchase.

Offline, you can offer digital receipts as an alternative to paper receipts to reduce clutter, minimize environmental impact, and build your email list simultaneously. Additionally, you can host events at your dispensary, such as a grand opening party, and collect email addresses in exchange for admission. You can apply the same approach to industry events to collect potential customer emails.

By following these email list-building best practices, you can cultivate a quality email list that engages with, and converts, customers. However, while email marketing can work in your favor, there are some red flags you should be aware of. Avoid buying an email list or ignoring email list management and compliance, as this can damage your reputation and reduce the likelihood of customers engaging with your content.

Red Flags to Look Out for While Email-List Building

Regarding email-list building, there are a few red flags to look out for—namely, buying an email list and ignoring email list management and compliance. Buying an email list is illegal as it violates privacy laws. Not only that, but these lists are typically low-quality and won’t yield the results you’re hoping for. For email list management and compliance, it’s crucial to always get consent before adding someone to your email list. Additionally, make sure to follow regulations such as CAN-SPAM and GDPR to avoid any legal issues.

Customer Relationship Tips for Email Marketing

Establishing a relationship with your customers through emails is essential, and here are some tips for building it: segment your email lists, personalize messages, create compelling content, and maintain email list hygiene. By segmenting your email list, you can tailor your messages to specific groups of customers, create personalized messages, and ensure that your emails are well-written, engaging, and relevant to your customer’s interests.

Personalizing emails adds a personalized touch and helps build stronger customer relationships. Effective, informative, engaging, and visually appealing email content compels the recipient to take action.

Lastly, maintaining email list hygiene by removing inactive or bouncing addresses improves your sender reputation and ensures that your emails land in your customers’ inboxes. Remember, email marketing is all about building relationships, so make it a priority to create engaging, thoughtful, and relevant content. Your efforts will pay off through increased loyalty, repeat purchases, and higher revenue.


In summary, email marketing is an essential tool for cannabis retailers seeking to connect with their audience cost-effectively and directly. You can create a robust email list that engages and converts by building your email list through online and offline channels, offering incentives, and providing value in your email content. Remember to avoid red flags like buying email lists and staying compliant with email regulations. Personalize your emails, segment your lists, and maintain email hygiene to strengthen customer relationships. With email marketing, you can create a comprehensive omnichannel e-commerce experience that sets your dispensary apart.