Cannabis Dispensary Email Marketing Guide

Cannabis dispensary email marketing is one of the most critical aspects of these elevated operations. This well-coordinated combination of content goes directly to consumer inboxes.

And it’s one of the most effective and efficient channels digital marketers can utilize.

But what is email marketing? And how does it impact your dispensary’s profitability?

It all starts with creating your list.

Need help creating or managing your dispensary email marketing campaigns? Get in touch now for a complimentary, no-obligation consultation – no strings attached.

Keep reading for cannabis dispensary email marketing insights and ideas to implement.

Cannabis Dispensary Email Marketing service

What is Cannabis Dispensary Email Marketing?

Cannabis dispensary email marketing is a traditional form of outreach that pushes your messages directly to consumers’ inboxes.

Even though some believe email marketing is an outdated tactic, with around 90 percent of emails hitting recipient inboxes, it’s a crucial component of content marketing that’s often overlooked (Forrester Research).

According to MarketingSherpa, 72 percent of people would rather get promotional content via email. Compare this to the 17 percent who would rather receive it via social media.

While social media marketing has a powerful impact and can amass thousands – or even millions – of engaged fans and followers, the channel isn’t actually yours. Cannabis dispensary Facebook and Instagram pages can get shut down.

However, you own your email marketing list. But the first step is building a list.

best cannabis dispensary email marketing for lines out the door

Steps for a Successful Cannabis Dispensary Email Marketing Campaign

Cannabis Dispensary Email Marketing agency

Building a List for Cannabis Dispensary Email Marketing

Building a list for email marketing takes time. But it’s one of the most worthwhile components of your dispensary’s marketing efforts. You can use a variety of tactics for compiling email addresses, including:

  • Include a sign-up form on your website
  • Use SEO to attract your target consumer and gated content to obtain their email addresses
  • Include an email sign-up at the point of sale
  • Utilize social media to drive sign-ups
  • Create a contest or giveaway that requires an email address to enter

These are a few of the many ways to build your list. But keep in mind, that the most important aspect of building this list is its quality.

It’s better to have a smaller, high-quality list than a large one with unengaged or uninterested recipients.

 

Cannabis Dispensary Email Marketing list

Creating Email Content for Your Cannabis Dispensary

Now that you know how to begin building your list, it’s time to start creating content. Several types of email marketing exist, and each has a set of nuances to consider. For the purpose of this guide, we’ll cover direct email marketing and transactional email marketing.

Direct Email Marketing for Dispensaries

Direct email marketing works for cannabis consumer email lists because it gives us the ability to establish a relationship between your brand and consumers. As we establish and build upon these relationships, the personalized touch allows recipients to interact with the content.

Open rates act as a key indicator of subject line efficacy. This shows how many times subscribers have opened your emails. Strong open rates are a sign that what you’re doing is working.

Click-through rates are also measured to determine content efficacy. This is the number of clicks emails receive divided by the number of recipients. Then, this number is multiplied by 100. Lower click-through rates are a sign that your CTA needs work.

Direct email marketing establishes and builds cannabis brands. This marketing gives you the ability to connect with subscribers on a personal level that other types of marketing lack.

The two types of emails most common personalized email marketing methods are email retargeting and welcome emails.

Email retargeting allows you to track web traffic and follow up with content that’s custom-tailored to browsing behavior. For example, if a visitor checks out your line of vape cartridges, an email containing vape cart strain information and discounts can be sent.

These emails offer potential customers more information on specific products they’ve looked at. But they can also redirect them to a signup form they may have abandoned.

Welcome emails hit the inboxes of those who sign up for your mailing list. This is where you’ll introduce yourself, your brand, etc. to new subscribers. Think of this as the beginning of a beautiful – and mutually beneficial – relationship.

After someone subscribes to your mailing list, send them a welcome email. These should incorporate information unique to your subscribers, like your subscriber’s name, products they might like, and other personalization options.

Transactional Email Marketing for Cannabis

Transactional email marketing is a little different than direct email in that it’s not focused on building relationships between brands and consumers. Instead, this type of email is designed to deliver time-sensitive content related to specific interactions.

Three types of transactional emails common in the cannabis industry include order confirmation, shipping confirmation, and password reset.

An order confirmation email is sent to customers after they’ve placed an online order. This email includes the customer’s name, what they ordered, when it will ship/be ready for pick-up, and other pertinent information. You can also include “hand-selected” product recommendations based on what they purchased.

A shipping confirmation email should send once an order has shipped. This email includes the customer’s name, what they ordered, their shipping address, a tracking number, and estimated delivery date.

A password reset email gets sent when a customer requests to reset their password. This email includes the customer’s name and a link to reset their password.

Each of these transactional emails should include the customer’s name, what they purchased, and other relevant information.

Customer feedback emails are also common in the cannabis space. This is how you can reduce friction in the feedback process and get customers to review your products and service.

Looking for assistance getting more reviews through an email marketing campaign? Schedule your free consultation now – no strings attached!

Cannabis Dispensary Email Marketing examples

Cannabis Dispensary Email Marketing Etiquette to Follow

Request Permission for User Email Addresses

Before you begin cannabis dispensary email marketing to your audience, you’ll need a reason to request email addresses. Make sure to let them know what they’ll receive upon subscribing. Simply adding someone to your list is a surefire way to build a low-quality list.

Keep in mind, that inbox filters may ensure subscribers never see your emails. Your Welcome email – or another introductory email – should include a request for subscribers to whitelist your emails. Give instructions for whitelisting your emails to guarantee they hit subscribers’ primary inboxes.

Manage User Expectations

Let users know what they should expect when signing up for your newsletter. If you plan to email them weekly, send each one out the same day each week. If you’re planning to hit their inboxes daily, stay consistent.

Inconsistency results in subscriber distrust. Your subscribers should know what they’re receiving after subscribing. Let them know what you plan to send, how often, and the value they’ll receive in your initial email. Then, follow through with your promise!

Think About Each Email You’ll Send

Will your emails provide value? How often will you send subscribers emails? What do your CTA’s (call-to-action) look like?

Think about how these variables will impact subscribers. If your emails don’t provide value, why should they remain subscribed?

Your email frequency should meet expectations to ensure you’re not overwhelming your list. Imagine receiving multiple promotional emails in a day. Would you still trust that brand? Of course not.

CTA’s should be naturally placed. In some cases, these can become abrasive interruptions and overly sales-focused. Consider how you’re pitching your subscribers to minimize unsubscribes and optimize your list.

Build a Compelling Newsletter

Compelling content keeps subscribers engaged with your brand and drives sales. Think about your audience and what it values.

For dispensary email marketing, personal messages, images, educational content, product updates, and discounts are the go-to’s. But you can also get creative with videos, infographics, and other types of content that help you stand out.

Consider Send Time

You should also think about when you send your emails. According to Marketo, the best times to send an email are 10 a.m. and between 3 p.m. and 4 p.m.

By 10 a.m., most people have begun their workday. Eventually, they’ll check their email inbox and go through their unread messages.

Between 3 p.m and 4 p.m., most people have finished their lunch or are preparing to leave work. Most of the time, they’ll check their emails one more time before finishing the day.

Ultimately, you’ll need to track open rates to determine what works best for your audience. In some cases, 6 a.m. is the peak time to send emails, as shown through Dan Zarella’s research featured on CoSchedule.

Incorporate Email Sequences

Email sequences are the autoresponder emails that guide subscribers through a funnel. You’ll likely begin with a ‘Welcome’ sequence, during which you’ll introduce yourself and thank them for subscribing.

From there, you might send an email that educates them about particular products at your dispensary. This can involve sending emails related to products they’ve already looked at.

Another option is to introduce subscribers to your team. Showing your budtenders and other front-facing members of your organization builds upon the relationship.

Then, once you’ve familiarized subscribers with your operation, you can offer a promotion. Perhaps a ‘New Customer’ discount will encourage purchases.

Use List Segmentation

Email list segmentation allows you to separate your list into targeted groups. For example, if someone has already made a purchase, put them into a ‘Customer’ segment. Subscribers who have signed up for your newsletter may be placed in a ‘Newsletter’ list.

Subscribers who haven’t made a purchase yet could also go into a ‘Leads’ segment. You’ll then create emails that offer more information about you, your dispensary, and product offerings.

Furthermore, you can segment your email list in accordance with where they signed up for updates. For instance, if they subscribed for updates on your flower section, put them in your ‘Flower Subscribers’ list.

Email Marketing Software & Apps for Cannabis Dispensaries

After checking with various email marketing providers’ websites to learn more about their acceptable use policies and prohibited content it’s easy to see which software and apps have limitations for cannabusinesses.

Here’s a list of what you can expect from some of the top email marketing software and apps:

  • ActiveCampaign for CannabisThe policy doesn’t specifically prohibit dispensaries. However, the Content and Industries Subject to Additional Scrutiny section states that the service should not be used to send messages regarding illegal substances.
  • Campaign Monitor for Cannabis: The policy doesn’t outright ban marijuana dispensaries. However, Section 4B says that users agree not to “use the service to transmit or solicit material that contains, links to, or displays … illegal drugs … or other content that we deem inappropriate in our sole discretion.”
  • Constant Contact for Cannabis: The policy doesn’t outline limitations for cannabis dispensaries. However, it explains that the Constant Contact service isn’t for people or businesses that sell or promote “any products or services that are unlawful in the location at which the content is posted or received” or anyone providing, selling, or offering “to sell products, content, or services related to illegal drugs and contraband that are unlawful in the location at which the content is posted or received.”
  • GetResponse for Cannabis: The policy doesn’t outright ban cannabis dispensaries from using GetResponse. However, in Section 6, there’s a link to a list of things the service cannot be used for, which includes streaming, disclosing, engaging and/or offering to sell, “either directly or indirectly, any goods or services that market for drugs of any kind, products related to drugs, symbols related to drugs, and the use of drugs of any kind.”
  • Hubspot for CannabisThe policy doesn’t place limitations on cannabis dispensaries. However, Section 7 says “unlawful material” and content that violates “any applicable local, state, national, or international law or regulation” aren’t permitted.
  • Infusionsoft for Cannabis: The policy doesn’t limit cannabis dispensaries outright. But Section 4a says that an account can be terminated if a user engages in any practices involving illegal drugs. Section 4a also states that Infusionsoft maintains the right to “terminate Customer’s account if Customer engages in any practice that is, in Infusionsoft’s sole discretion, objectionable, unlawful, obscene, pornographic, threatening, abusive, libelous or hateful, or that encourages conduct which would constitute a criminal offense, give rise to civil liability, or otherwise violate any local, state, national or international law.”
  • MailChimp for CannabisMailChimp is a leading software in the email marketing space. Despite this fact, its “Prohibited Content” section prohibits users from sending emails that “promote anything illegal” and “emails offering to sell illegal goods or services.”

Some email marketing companies allow cannabis marketing. Here’s a list of the ones that can work for cannabis dispensaries:

Sendlane for Cannabis Dispensary Email Marketing

Sendlane for Cannabis

Sendlane is a cannabis-friendly email service provider. The company has also interviewed CBD and cannabis industry leaders to discuss the challenges they face.

Moosend for Cannabis Dispensary Email Marketing

Moosend for Cannabis

This intuitive, cloud-based software platform allows email marketing for dispensaries. It boasts ease of use, real-time analytics, personalization and segmentation abilities, and more.

Postr for Cannabis Dispensary Email Marketing

Postr for Cannabis

Postr allows you to improve sales as you accumulate an email list of customers and subscribers. Campaign build-outs take little time and its artificial intelligence offers user activity data for each subscriber.

Klaviyo for Cannabis Dispensary Email Marketing

Klaviyo for Cannabis

Klaviyo is an e-commerce email marketing software that integrates with various platforms, offers reporting on performance, and audience segmentation. Email campaigns are customizable and utilize purchase and viewing history, along with previous email data, to optimize your successes.

MailerLite for Cannabis Dispensary Email Marketing

MailerLite for Cannabis

MailerLite is also a cannabis-friendly email service provider. The company totally accepts cannabusinesses. But equally important to note is that there’s an approval process your account must go through to determine if your operation complies with its Terms of Use and Anti-Spam policy.

drip for Cannabis Dispensary Email Marketing

Drip Email Marketing for Cannabis

Drip’s software offers a CRM platform for e-commerce that utilizes smart data collecting. It allows cannabis dispensaries to automate workflows that encourage relevant engagement and sales.

Omnisend for Cannabis Dispensary Email Marketing

Omnisend for Cannabis

Omnisend is one of the leading email marketing solutions for e-commerce. The company has CBD dispensaries and e-commerce shops that use its software to make the most out of the emails these operations capture. But it’s unknown how it handles businesses that work with THC.

Before using any email marketing solution provider, contact customer support to obtain more information about what it allows. It’s always best to have this insight in writing to ensure you don’t have to worry about having your account suspended.

Cannabis Dispensary Email Marketing benefits

Cannabis Dispensary Email Marketing Ideas

Welcome Emails for Cannabis Dispensaries

Welcome emails should be sent to subscribers as soon as they sign up for your email list. During this critical time, you’ll want to make sure your dispensary’s brand is at the forefront of subscribers’ minds.

Your welcome email should:

  • Include your dispensary’s logo
  • Thank the subscriber for signing up
  • Include a CTA (call-to-action) that encourages them to shop now or learn more about your dispensary
  • Include a CTA that encourages them to follow you on social media

Welcome emails are an excellent way to introduce new subscribers to your brand. They should be friendly, inviting, and informative. You want to ensure your dispensary comes across as approachable and trustworthy.

Example of a Welcome Email from a Dispensary

Subject: Welcome, SubscriberFirstName!

Hello SubscriberFirstName, and welcome to our email list!

We’re so glad you decided to join us. Here at Example Dispensary, we strive to provide the best possible experience for our customers. We hope you’ll take some time to browse our selection and learn more about what we have to offer.

As a special “thank you” for subscribing, we’d like to offer you 10% off your first purchase. Just use the code WELCOME10 at checkout.

Shop Now (Link to shop)

We also invite you to follow us on social media for updates on new products, special offers, and more.

Social Media Icons with Links

Thank you for being part of our community and we hope to see you soon.

Sincerely,

The Example Dispensary Team

Newsletter Emails for Marijuana Dispensaries

Newsletter emails are a great way to keep your dispensary’s name in front of customers on a regular basis. These emails can be sent weekly, bi-weekly, or monthly. They should include information about new products, special offers, and anything else you think would be of interest to your subscribers.

Important components of a newsletter email include:

  • Your dispensary’s logo
  • Value/a reason to continue receiving emails
  • A CTA (call-to-action) that encourages subscribers to shop now or learn more
  • A CTA that encourages them to follow you on social media
  • An unsubscribe link

Be sure to include an unsubscribe link in your newsletter emails. This will give subscribers the opportunity to opt out if they no longer wish to receive your emails.

Example of a Newsletter Email from a Dispensary

Subject: New Arrivals at The Example Dispensary

Hello again, SubscriberFirstName!

It’s been a while since we’ve seen you and we wanted to check-in. We hope you’re doing well and staying safe.

We also wanted to let you know that we’ve been busy here at the dispensary. We’ve got some new products and specials that we think you’ll love.

Check out our latest arrivals:

New Products (Links to products)

And don’t forget about our ongoing specials:

Ongoing Specials (Links to specials)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Educational Emails for Cannabis Distributors

Education is one of the most crucial aspects of any business. But it’s especially important in the cannabis industry. There’s a lot of misinformation out there and it’s important to dispel any myths about cannabis that your subscribers may have.

Your educational emails should:

  • Be informative
  • Be unbiased
  • Include your dispensary’s logo
  • Include CTAs (calls-to-action) that encourage subscribers to shop now or learn more
  • Include a CTA that encourages them to follow you on social media
  • Include an unsubscribe link, just in case

As the cannabis industry continues to grow, it’s important to stay up-to-date on the latest news and developments. Be sure to include an unsubscribe link in your educational emails so that subscribers can opt out if they no longer wish to receive your emails.

Example of an Educational Email from a Dispensary

Subject: Cannabis Myths Busted!

Hey SubscriberFirstName!

There’s a lot of misinformation out there about cannabis. We’re here to set the record straight and bust some common myths about this misunderstood plant.

Myth #1: Cannabis is addictive.

Fact: Cannabis is not physically addictive. While some people may develop a psychological dependence on cannabis, it’s not the same as an addiction.

Myth #2: Cannabis is a gateway drug.

Fact: There is no evidence to support the claim that cannabis is a gateway drug. In fact, studies have shown that cannabis can actually be used to treat addiction.

Myth #3: Cannabis is harmful to your health.

Fact: Cannabis has been shown to have a number of potential health benefits, including pain relief, reduced anxiety, and improved sleep.

We hope you found this email informative. If you have any questions about cannabis, feel free to reach out to us. We’re always happy to help!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Promotional Dispensary Emails

Promotional emails are a great way to increase sales and traffic to your dispensary. These emails can be sent weekly, bi-weekly, or monthly. They should include information about new products, special offers, and anything else that would entice subscribers to visit your dispensary.

Your promotional emails should:

  • Include your dispensary’s logo
  • Include images of your products
  • Include CTAs (calls-to-action) that encourage subscribers to shop now or learn more
  • Include a CTA that encourages them to follow you on social media
  • Include an unsubscribe link, just in case

Example of a Promotional Email from a Dispensary

Subject: SubscriberFirstName, Special Offer!

Hi SubscriberFirstName,

We wanted to let you know about a special offer we’re running this week. Come in and mention this email and you’ll get 10% off your purchase!

We’ve also got some new products in stock that we think you’ll love.

Here are a few of our latest arrivals:

New Products (Links to products)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

New Inventory Emails for Dispensaries

If your dispensary has a lot of turnovers, it’s important to keep your subscribers up-to-date on your latest inventory. These emails should be sent out whenever you get new products in stock. They should include images of the products, as well as links to where subscribers can purchase them.

Your new inventory emails should:

  • Include your dispensary’s logo
  • Include images of the new products
  • Include links to where the products can be purchased
  • Include CTAs (calls-to-action) that encourage subscribers to shop now or learn more
  • Include a CTA that encourages them to follow you on social media
  • Include an unsubscribe link, just in case

Example of a New Inventory Email from a Dispensary

Subject: SubscriberFirstName, We’ve Got New Stuff!

Hey SubscriberFirstName,

We’ve got some new arrivals that we think you’ll love.

Check out our latest products:

New Products (Links to products)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Product Advice Emails for Dispensaries

To build a relationship with your subscribers, it’s important to offer them advice and information that they can use. These emails should be sent out periodically, and they should offer helpful tips and advice about using cannabis products.

Your product advice emails should:

  • Include your dispensary’s logo
  • Include images (if applicable)
  • Include tips or advice about using cannabis products
  • Include a CTA that encourages them to follow you on social media
  • Include an unsubscribe link, just in case

Example of a Product Advice Email from a Dispensary

Subject: SubscriberFirstName, How to Store Your Cannabis

Hey SubscriberFirstName,

One of the most common questions we get asked is how to store cannabis. Here are a few tips to help you keep your flower fresh:

  • Store your cannabis in an airtight container in a cool, dark place
  • Check your cannabis regularly for mold or mildew
  • Do not store your cannabis in the fridge or freezer

If you have any questions about storing your cannabis, feel free to reach out to us. We’re always happy to help!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Reorder Emails for Marijuana Dispensaries

If you sell products that need to be regularly replenished, like vape cartridges or edibles, it’s a good idea to set up a reorder email campaign. These emails should be sent out automatically when you believe a subscriber’s product might be running low. They should include images of the products, as well as links to where subscribers can purchase them.

Your reorder emails should:

  • Include your dispensary’s logo
  • Include images of the products
  • Include links to where the products can be purchased
  • Include CTAs (calls-to-action) that encourage subscribers to shop now or learn more
  • Include a CTA that encourages them to follow you on social media
  • Include an unsubscribe link, just in case

Example of a Reorder Email from a Dispensary

Subject: SubscriberFirstName, Time to Reorder!

Hey SubscriberFirstName,

We noticed that you’re running low on product X. We wanted to let you know that we have it in stock and offer you a 10% discount when you purchase it through our online store.

Reorder Now (Link to product)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Testimonial Request Emails for Marijuana Products

One of the best ways to increase dispensary trust is through testimonials from satisfied customers. These emails should be sent out periodically and include a CTA that encourages subscribers to leave a review or testimonial on your website.

Your testimonial request emails should:

  • Include your dispensary’s logo
  • Include images (if applicable)
  • Include a CTA that encourages subscribers to leave a review or testimonial
  • Include an unsubscribe link, just in case

Example of a Testimonial Request Email from a Dispensary

Subject: SubscriberFirstName, We Want to Hear from You!

Hey SubscriberFirstName,

We hope you’re enjoying your purchase from our dispensary. If you have a moment, we would really appreciate if you left us a review or testimonial. Your feedback helps us improve our products and services.

Leave a Review (Link to your website’s review page)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Survey Emails for Valuable Dispensary Insights

Surveys are a great way to collect valuable data about your dispensary customers. These emails should be sent out periodically and include a CTA that encourages subscribers to take your survey.

Your survey emails should:

  • Include your dispensary’s logo
  • Include images (if applicable)
  • Include a CTA that encourages subscribers to take your survey
  • Include an unsubscribe link, just in case

Example of a Survey Email from a Dispensary

Subject: SubscriberFirstName, We Want to Hear from You!

Hey SubscriberFirstName,

We hope you’re enjoying your purchase from our dispensary. If you have a moment, we would really appreciate if you filled out our survey. Your feedback helps us improve our products and services.

Take Our Survey (Link to your survey)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Coupon or Discount Email for Marijuana Dispensaries

Discounts and coupons are a great way to increase dispensary sales and loyalty. These emails should be sent out periodically and include a CTA that encourages subscribers to take advantage of your offer.

Your coupon or discount emails should:

  • Include your dispensary’s logo
  • Include images (if applicable)
  • Include a CTA that encourages subscribers to take advantage of your offer
  • Include an unsubscribe link, just in case

Example of a Coupon or Discount Email from a Dispensary

Subject: SubscriberFirstName, Time to Save!

Hey SubscriberFirstName,

We wanted to let you know that we’re running a special on product X. For a limited time, you can get it for 20% off when you purchase it through our online store.

Shop Now (Link to product)

Thanks for being part of our community. We hope to see you soon!

The Example Dispensary Team

Social Media Icons with Links

Unsubscribe Link

Including an Unsubscribe Link in Every Email

It’s important to include an unsubscribe link in every email you send, even if your email is only going to a small list of subscribers. The unsubscribe link allows your subscribers to opt out of receiving future emails from you, and it’s required by law in many countries.

You can usually find the unsubscribe link at the bottom of every email. It will typically say something like “unsubscribe” or “opt-out.”

Closing on Cannabis Dispensary Email Marketing

Email marketing is a great way to stay in touch with your dispensary customers and keep them updated on your latest products, sales, and discounts. By following the tips in this guide, you can create email campaigns that are effective and compliant with the law.

Need help creating or managing your dispensary email marketing campaigns? Get in touch now for a complimentary, no-obligation consultation – no strings attached.

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