Unleash the Power of Cannabis Email Marketing: A Complete Guide


Ready to get people excited about your products, turn more leads into customers, and unlock your brand’s potential? Welcome to a new level of cannabis email marketing!

In a world where the mighty algorithms constantly change and paid advertising is often limited, marijuana businesses must find creative ways to reach their audience. 

And email marketing is an invaluable tool. 

But with so many restrictions, new market players, and an always-changing landscape, navigating this space can be tricky. 

Fear not. 

We’ve got everything you need to know about crafting engaging emails that comply with industry standards while driving conversions. 

Whether you’re new to the game or looking to up the ante, keep reading for:

  • Expert email must-knows
  • Top tips for effective campaigns
  • And the best email hacks for profitable growth


Learn how to stand out in a crowded inbox and build lasting connections with cannabis email marketing wins. Ready? Let’s dive in.

A visually striking image featuring the number '420' creatively formed by numerous small marijuana leaves. The leaves are meticulously arranged to shape the digits '4', '2', and '0', symbolizing the iconic reference to cannabis culture and April 20th. The image showcases the diverse shapes and shades of the leaves, highlighting their connection to marijuana and its significance within the community.

Key Takeaways

  1. Cannabis email marketing is an effective way to drive traffic to your website, increase sales, and save money.
  2. Best practices include delivering targeted content, segmenting your email list, and including a clear call-to-action.
  3. Choose a cannabis-friendly email marketing platform to ensure your content is not prohibited.
  4. With the right strategy and tools, cannabis email marketing can help your business connect with customers and stand out in a competitive market.

4 Benefits of Email Marketing for Cannabis

Email is one of the most effective digital marketing tools, period. 

But for dispensaries, CBD brands, and other cannabis businesses, it’s also one of the best ways to excite, delight, inform, and attract leads. 

And turn those leads into lasting customers.

It’s one of the few “no holds barred” avenues available to the marijuana industry. 

Brands can promote special sales, products, and events directly—without the same restrictions cannabis marketing endures on social media platforms, Google Ads, and legacy advertising like print.

How else can email revolutionize your marijuana marketing efforts? 

Here are a few more benefits:

#1: You Can Reach a Wider Audience

A compelling email campaign can expand your brand’s reach beyond gathered leads. By driving more traffic to your website, you’ll get enhanced brand recognition, increased conversions, and a bigger customer base. 

#2: It’s Cost-Effective

For every $1 you spend on email marketing, you can expect to generate $32. That’s a mega 3,200% return on investment (ROI). Most service providers have affordable packages according to the size of your list, so you’ll spend less and save more on your campaigns.

#3: You Have Powerful Personalization Options

When it comes to cannabis email marketing, personalization is key. Unlike social media platforms or paid ads, email gives you the freedom to send different types of content to various segments. This makes your audience feel prioritized, valued, and seen.

#4: It’s a Direct Communication Channel

Email allows you to reach out and stay top-of-mind among cannabis consumers. You can promote new products, announce sales or discounts, share educational content, send out reminders, or simply stay in touch with your customers. It’s a unique and direct channel.

Deliver Targeted Cannabis Content With Email

The Internet has a wealth of content available on just about any topic imaginable, including the cannabis industry.

But with so much information out there, how can you be sure that your content reaches the right people?

Enter email marketing. 

By targeting your messages to specific audiences, you can get through to those most interested in what you have to say.

Here’s how to deliver targeted content via email:

Know Your Audience

Marijuana email marketing allows you to connect with your target audience, nurture leads, and build long-lasting customer relationships. But before you start sending out emails, you need to understand your audience and what they’re looking for.

Consider things like their age, location, gender, interests, and so on. Once you know who your target audience is, you can create tailored email campaigns that get more people interested in your products or services.

Segment Your Email List

If you want to get the most out of your cannabis email marketing efforts, you need to segment your list. By sending targeted emails to smaller groups of people, you’ll improve your open and click-through rates, and ultimately, your conversions.

There’s no one way to go about segmentation. You can divide your list up by:

  • Location
  • Age
  • Gender
  • Interests
  • New and existing customers
  • Product preferences
  • Purchase history

Be creative! The more specific and targeted your emails are, the better your campaigns will perform.

Personalize Your Campaigns

Make your emails stand out and feel personal. Practice digital empathy. Address recipients by name, use images and language that resonates with them, and craft messages relevant to their interests and needs. You’ll make them feel special and more likely to read your email.

Offer Valuable Information

Every cannabis email marketing campaign should offer value. Your subscribers want to feel like they’re getting something in return for signing up for your emails. This could be exclusive deals, early access to new products, or helpful tips and advice. 

Whatever you choose to offer, make sure it’s something that appeals to your target audience. That way, you’ll build a relationship with them and create a loyal customer base.

Make it Engaging

Email marketing for cannabis businesses is about inspiring action. But even if your email is relevant and personalized, it won’t matter if it’s not engaging! Write compelling copy and include eye-catching images whenever possible. 

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By building a segmented list and sending out regular emails, you can promote your brand and stay top-of-mind with your target audience. 

Sales is a major goal of email marketing for CBD companies, dispensaries, and cannabis brands. With a powerful email campaign, you can reach, inspire, and entice new and existing customers without running afoul of the law.

So how can you drive traffic back to your cannabis website?

Here are a few vital tips:

(Almost) Always Include Links to Your Website

Cannabis email marketing is about creating value and inspiring action. You can share blog posts, product updates, special offers, and anything else that would interest your audience. 

But without any links, your subscribers will have nowhere to go, and they’ll quickly lose interest.

Every time you mention a product, service, or post, include a link back to your site so subscribers can easily find what they’re looking for. 

But don’t spam your emails with text links, either. Use them sparingly and space them out evenly. You don’t want to overwhelm your readers to the point where they don’t click on anything. Also:

  • Use links embedded in images, like a “buy now” or “shop now” button where possible.
  • Use descriptive text and anchor tags that accurately reflect the page you’re linking to. 
  • Avoid using generic phrases like “click here” or “learn more” as your link text. Instead, describe what users will find on the linked page in a way that entices them to click through. 

Use Creative and Compelling Call-to-Actions

A CTA tells your subscribers what you want them to do next, and can be the difference between a successful campaign and a flop.

That’s why it’s vital to use compelling CTAs. If they aren’t effective, your subscribers won’t bother taking any action at all.

Use these hacks to create persuasive CTAs for your cannabis email marketing campaigns:

  • Keep it short and to the point. It should be easy for your subscribers to understand what you want them to do, and it shouldn’t take them long to do it.
  • Use strong verbs that inspire action. For example, instead of saying “click here,” say “discover now” or “learn more.”
  • Use first-pronouns like “I” or “me.” This makes your CTA more personal and relatable, which encourages action.

Promote Your Cannabis Products, Services, and Special Offers

To really stand out in the cannabis industry, give your customers something special they can’t find anywhere else. 

Leverage marijuana email marketing to give out discounts and deals on your products and services. 

Promote special offers to specific groups on your email list. 

This shows your customers that you value their business and want to give them the best possible experience. 

To find out what kind of promotions would most appeal to your target audience, you can use email to survey them or ask them directly.

Marijuana email marketing is one of the best ways to drive traffic to your website, boost sales, and generate more revenue. 

But you can also use it to educate and inform your customer base with non-promotional emails about your offerings, topics they care about, and the latest industry happenings.

Just make sure your email list is full of people who have opted in and are interested in hearing from you. Nobody wants to be spammed with emails they didn’t sign up for. 

Use Urgency and Scarcity Tactics (But Don’t Overdo It)

It’s no secret that people are more likely to buy something if they feel like they’re running out of time. 

This is why urgency and scarcity tactics can be so effective in cannabis email marketing.

By creating a sense of urgency, you can encourage your subscribers to act now instead of waiting. Highlight limited time offers, use countdown timers, or even offering exclusive deals to those who act fast.

Scarcity is another powerful tool that can increase conversions. When people believe that an item is in limited supply, they’re more likely to buy it before it runs out. 

You can create a sense of scarcity by showing low stock levels, highlighting popular items that are about to sell out, or even giving exclusive access to certain products or deals.

Urgency and scarcity are powerful tools that should be used sparingly. If you overuse them, your subscribers will start to ignore your emails or unsubscribe altogether. 

But when used correctly, these tactics can be extremely effective in driving traffic to your website, boosting sales, and increasing conversion rates.

Make Your Cannabis Marketing Campaigns Mobile-Friendly

Mobile optimization is key for any digital marketing strategy, and cannabis email campaigns are no different. 

After all, more than two-thirds of the world’s population use mobile phones.

Here are some pro tips to make your emails mobile-friendly:

  • Keep your subject lines short and sweet. Long subject lines tend to get cut off on mobile devices, so make sure yours can be read in full.
  • Use a responsive email template. This ensures that your email looks great on any device, including mobile.
  • Include a call-to-action that’s easy to click on mobile. Make sure your CTA button is big enough for small screens.

Optimize your marijuana email marketing campaigns for mobile, and more prospects are likely to convert into customers.

Use Email Sequences

An email sequence is a series of emails sent out over a period of time. They can be used to promote a product or service, or to simply keep in touch with your customers

There are many different ways to create an email sequence, but the basic idea is to send out a series of emails that each have a specific purpose. 

For example, you could send out an email sequence that promotes a new product, or that gives helpful tips on how to use your products.

Email sequences are an excellent way to build relationships with your customers and keep them informed about what’s going on with your cannabis business. 

Most email service providers have helpful templates and automated tools to help you set up drip campaigns, so it’s easy too. 

Save Money With Cannabis Email Marketing

Email marketing for your cannabis business is affordable and effective. Here’s how it helps you save time, money, and resources:

Email is Cost-Effective Compared to Traditional Marketing

With cannabis email marketing, you can reach a large number of people with minimal effort and expense compared to traditional avenues. You can also track your campaigns to see what works and what doesn’t for maximum effectiveness.

Targeted Marketing Reduces Waste

Marijuana email marketing saves you time and money by avoiding wasted emails on leads who aren’t interested in your offering. By carefully targeting and segmenting your audience, you can ensure your message reaches the right people. 

Automated Email Campaigns Save Time and Resources

Automation can save loads of time and resources when it comes to your cannabis email marketing campaigns. 

You can set up triggered emails that go out to subscribers at specific times or after they take certain actions. This can help you stay in touch with your customer base without having to manually send out each email yourself. 

Best Email Types for Cannabis Marketing

There are four main types of email that are particularly effective for cannabis marketing:

The Promotional Email

The promotional email is all about selling your cannabis products or services, and it should be designed accordingly. Make sure to include strong visuals and compelling copy, and don’t forget to include a clear call-to-action so that recipients know what to do next.

The Newsletter Email

Newsletter emails can be especially effective for cannabis businesses due to the close-knit nature of the community. With consistent, high-quality, and engaging content, subscribers will come to expect and enjoy your newsletter emails.

The Welcome Email

The welcome email is the perfect opportunity to introduce your brand and build rapport with your subscribers. Send it as soon as someone signs up to your list and keep it friendly and informative with something valuable, exciting, and worthwhile for the reader.

The Educational Email

Educational emails provide valuable information to your subscribers without selling anything. It’s a fantastic way to position your brand as an expert in the cannabis industry and build trust with your audience.

The Referral Email

The referral email promotes word-of-mouth marketing for your cannabis business. Include a special offer or discount for recipients who refer new customers, and make it easy for them to share your referral link with their networks.

The Abandoned Cart Email

Abandoned cart emails are sent when a customer has added items to their online shopping cart but hasn’t completed the purchase. Offer an incentive, use a strong subject line, and use persuasive language to encourage the sale.

The Re-Engagement Email

If you’re looking to re-engage your cannabis email subscribers, there are a few things you can do to improve your chances of success. Use targeted offers and personalization techniques to make your message more impactful, along with a clear CTA.

The Timing Email

Time-sensitive emails can create a sense of urgency that encourages recipients to take action. This could be an announcement about an upcoming sale, or a reminder that registration for an event is closing soon.

Emails Your Cannabis Business Should Be Sending

Your marijuana brand should be sending a variety of emails to its customers and prospects. 

Here are some vital types for successful cannabis email marketing:

Prospecting Emails

These emails are sent to people who don’t yet buy from your company in an effort to generate new leads and customers. They should introduce your cannabis brand and explain what you do in a way that’s relevant to the recipient.

Announcement Emails

Use email to announce changes or newsworthy items about your cannabis company. This could include a new product launch, a change in leadership, or expansion into new markets. Offer relevant details and include a call-to-action so recipients know what to do next.

Contest Emails

Hosting a contest is a magnificent way to engage your audience and build excitement around your cannabis brand. Be sure to promote it heavily through email (and other channels), and make it easy for people to enter. 

Event Invitation Emails

You can use cannabis email marketing to reach a wide audience of potential customers and promote events, such as product launches and special sales. Use striking visuals and the “fear of missing out” tactics to drive your point home.

Customer Feedback Request Emails

Customer feedback is powerful. It helps you understand clients and improve your cannabis email marketing strategies. Use surveys, email forms, and incentives to gather data about what your target audience wants, needs, likes, and dislikes, and suggests.

Cannabis Email Marketing: 5 Best Practices

An American flag backdrop with three neatly rolled joints placed on it, symbolizing the intersection of cannabis culture and American identity.

Email marketing is one of the most effective ways to reach and engage customers in the cannabis industry. But with so many strict regulations in place, it can be tricky to know what’s allowed and what’s not.

Here are some email marketing best practices for the cannabis industry:

#1: Set Clear Goals

Without a clear goal, you won’t be able to measure the success of your campaign and determine whether or not it’s meeting your needs.

Some common goals for cannabis email marketing campaigns include:

  • Increasing website traffic
  • Generating leads
  • Nurturing relationships with existing customers
  • Increasing sales and revenue

To set clear goals for your campaign, start by brainstorming what you hope to achieve. Once you have a list of potential goals, narrow it down to one or two that are most important to your business. 

Then, create specific and measurable objectives that you can track over time. For example, if your goal is to increase website traffic, set a target number of visitors you want to see within a certain time frame.

By setting clear goals for your cannabis email marketing campaign, you can ensure that it’s aligned with your business objectives and track its progress over time.

#2: Focus on Quality Before Quantity

Strive to create emails that are interesting and relevant to your audience, rather than simply sending out a large number of emails in the hope that some of them will be read. 

By taking the time to create quality email content, you’ll be more likely to engage your audience and build a successful cannabis email marketing campaign.

#3: Get Explicit Permission

If you want to avoid the spam folder, you need to get explicit permission from your subscribers to email them subscribers to email them. 

This means adding a checkbox to your sign-up forms that subscribers must check in order to opt-in to your email list. 

You should also include a clear explanation of what they’re signing up for. Here’s an example:

“I would like to receive occasional emails with exclusive offers and discounts.”

Once you have permission, you can start sending cannabis email marketing campaigns without worrying about the spam folder. Just be sure to include an unsubscribe link in every email so that people can opt-out if they change their mind.

#4: Manage Expectations

As a cannabis email marketing firm, we often get asked, “how do I manage expectations when it comes to emailing my list?” 

It’s a great question, and one that we have a lot of experience with. 

Here are our top tips for managing expectations with your cannabis email list:

  • Keep your list clean and up-to-date. The last thing you want is to send out an email blast and have a bunch of people unsubscribe because they’re not interested in what you’re offering.
  • Be clear about what you’re offering. If your email is confusing or unclear, people are less likely to take action on it.
  • Set realistic expectations. One of the biggest mistakes you can make with your cannabis email marketing is setting unrealistic expectations for what you’re offering. If you over-promise, you’ll lose subscribers, customers, and credibility.
  • Be considerate with your pitch. You don’t want to be the company that sends out mass emails without any thought or care for their recipients. This is a surefire way to end up in the spam folder. Instead, take the time to craft a pitch that will be of interest and value to your target audience.

#5: Comply With Applicable Laws

As the cannabis market continues to grow, it’s essential to comply with U.S. laws. This includes federal, state, and local laws.

  • Federal law prohibits the distribution of cannabis. Therefore, all email marketing must be done in compliance with state and local laws.
  • State laws vary widely when it comes to cannabis. Make sure you’re familiar with the laws in your state before conducting any email marketing campaign.
  • Local laws also need to be taken into account. Many municipalities have their own regulations surrounding cannabis businesses. Be sure to check with your local chamber of commerce or city hall for more information.

Which Email Marketing Platforms are Cannabis Friendly?

Various email marketing platforms are cannabis friendly. But not all of them are created equally. 

There are a lot of factors to consider when choosing an email service provider (ESP) for your cannabis or CBD brand. The most important thing is to find an ESP that’s compliant with state and federal laws, as well as industry-specific regulations. 

In addition, you’ll want to find an ESP with robust features and capabilities that meet the needs of your business.

Do your research before choosing an email marketing platform so that you can find one that meets your needs and budget.

Unlock New Growth With Cannabis Email Marketing

Create a Buzz With Influencer Marketing

Email marketing is a powerful tool for businesses in the cannabis industry to connect with their target audience, promote their products, and drive sales. 

By crafting targeted content, segmenting email lists, and including clear calls-to-action, cannabis businesses can effectively engage their subscribers and see positive results.

Keep in mind that email marketing legalities and regulations vary by location, so make sure you comply with all applicable laws.

With the right strategies in place and a cannabis-friendly email service provider, email marketing can be a valuable component of your marketing efforts. 

Ready to unlock new growth with a cannabis email marketing strategy tailored to your needs and goals? Get in touch with Hippo Thinks today. 

Use Email to Increase Site Traffic and Boost Sales

So, why not blaze a trail that sets the bar for empowering, informing, and engaging cannabis consumers? But where do you start? 

Here are a few tips for a winning cannabis content marketing strategy: 


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