In the rapidly evolving cannabis industry, marketing can be uniquely challenging, especially on digital platforms like email. While brands in most sectors freely use social media and traditional advertising channels, cannabis companies face strict restrictions, limiting their reach and visibility. Email marketing, however, remains a viable and compliant channel, offering cannabis brands a direct and personal way to connect with their audience. This channel enables companies to foster stronger relationships, educate subscribers, and build lasting brand loyalty. As consumer expectations continue to shift in 2025, cannabis companies will need fresh strategies to make their email marketing truly impactful, standing out in a highly competitive, regulated market.
At The Hood Collective, we understand the art of cannabis marketing. Founded in 2017, we specialize in delivering agency-level marketing and content creation services tailored exclusively to the cannabis industry. Our team of seasoned experts in photography, video production, graphic design, and cannabis branding collaborates to elevate each client’s brand voice and extend its reach to the right audience. With over 20 years of combined experience in marketing and cannabis, our leadership team bridges the gap between traditional growers and today’s diverse consumer landscape. Our goal is to empower cannabis brands, helping them reach and resonate authentically with their audience while navigating the unique challenges of the industry.
DON’T BUY AN EMAIL LIST! Create your own list organically over time
One of the biggest reasons to focus on email marketing is that it’s one of the few areas where cannabis businesses can operate similarly to other industries—so long as they choose a cannabis-friendly platform. Building a quality email list organically is the foundation of a successful email marketing strategy, and it starts with gathering contacts who are genuinely interested in what your brand has to offer. Use opt-in forms on high-traffic areas of your website, such as the homepage or blog pages, to capture new sign-ups, and add a subscription option at checkout to invite existing customers to stay connected. Strategically placed pop-ups can also encourage visitors to subscribe, particularly when they’re tied to an incentive like exclusive content or special promotions.
Lead magnets are a valuable tactic to attract even more subscribers. Consider offering gated content, such as cannabis guides, educational resources, or exclusive updates, in exchange for an email address. First-time subscriber discounts or access to product previews can also be compelling reasons for individuals to join your list. Additionally, social media can play a role in list-building—by driving followers to a dedicated landing page with an opt-in form, you can encourage them to subscribe in exchange for valuable content or special deals. These methods help you capture interested leads across multiple platforms and provide something of value in return, making the exchange feel beneficial for both sides.
Organic list-building takes time and patience, but the quality of the audience you build is well worth the effort. Subscribers who opt-in willingly are more likely to engage with your content, trust your brand, and become loyal customers over time. An organic list leads to stronger engagement rates and better deliverability, as subscribers genuinely want to receive your updates. By focusing on ethical list-building techniques, cannabis brands can establish a solid, compliant foundation for email marketing, connecting with an audience that values the brand’s message and is more likely to stick around for the long term.
Choose a Cannabis-Friendly Email Marketing Platform
Choosing a compatible email marketing platform is crucial for cannabis brands, as not all providers allow cannabis-related content. Finding a platform that supports cannabis businesses ensures you won’t face disruptions or risk suspension due to content restrictions. EmailOctopus, for example, is a cannabis-friendly platform that offers a user-friendly interface along with flexible campaign customization options. Other platforms like Klaviyo and Moosend also welcome cannabis brands and provide essential tools, such as customizable templates and automation features. However, it’s important to avoid platforms like MailChimp, which do not permit cannabis-related content. Taking the time to research each platform’s stance on cannabis content will help you avoid compliance issues and find a reliable partner for your email marketing.
In addition to compliance, look for platforms that integrate smoothly with other tools in your marketing tech stack, such as CRMs or social media management platforms. This integration makes workflows more efficient and allows for consistent data management across different marketing channels. Many cannabis-friendly email providers offer features like SMTP servers, which are crucial for sending transactional emails. These automated emails are triggered by specific actions—like order confirmations or welcome emails—which help reinforce your brand’s reliability and professionalism. Ensuring these technical capabilities will make it easier to create a cohesive experience for your subscribers and support your overall brand image.
Selecting the right platform is a foundational step that impacts every part of your email marketing strategy. A well-chosen platform enables you to manage campaigns with ease, provides the necessary tools for long-term growth, and helps you adhere to the compliance needs specific to the cannabis industry. By choosing a cannabis-friendly platform that meets both your functional and regulatory requirements, you set your brand up to operate much like mainstream businesses in the digital marketing space, strengthening your brand’s competitive presence and ability to engage effectively with your audience.
How to Keep Your Cannabis Audience Engaged with Email Marketing
When it comes to email marketing, the most important rule is simple: put yourself in your customers’ shoes. Ask yourself, “Is this something they will actually find valuable?” Every email you send should prioritize what your audience wants and needs—not just what your business wants to promote.
Take the welcome email, for example. Sure, it’s a great opportunity to introduce your brand’s story and values, but is that enough? Instead of a generic greeting, offer something your customers will appreciate right away, like an exclusive discount, a free resource, or a personalized recommendation. The goal is to make the first interaction meaningful and memorable, setting the tone for a relationship that’s centered on value.
For ongoing engagement, focus on emails that genuinely serve your audience.
Newsletters should go beyond company updates and include content that enhances your customers’ lives. Think curated tips on cannabis use, how-to guides, or educational pieces on trends like terpenes or THC variations. Product updates should highlight what makes new items worth their attention—whether that’s improved quality, innovative features, or limited-edition releases—and always frame these updates in terms of how they benefit the customer.
Promotional emails can drive sales, but only if they’re relevant and thoughtfully timed. Instead of flooding inboxes with endless sales pitches, consider offering early access to new products, exclusive deals for loyal subscribers, or a well-timed discount tied to an event or holiday. Create urgency when appropriate, but always ensure the promotion feels tailored to your audience’s interests.
Ultimately, successful email marketing is about respect. Respect your customers’ time, inbox space, and preferences. By focusing on what they care about, you’ll not only keep them engaged but also build trust and loyalty that lasts far beyond the next click or purchase.
For Cannabis Dispensaries: Use POS Systems to Build and Engage Your List
Dispensaries have a unique opportunity to build their email lists by leveraging the capabilities of POS (Point of Sale) systems. Most dispensary POS systems collect customer information, such as phone numbers and email addresses, as part of the purchase process, which makes it easy to gather contact information for those interested in staying connected. Be sure to ask customers if they would like to receive updates, discounts, or news as they complete their checkout. By using this direct approach at the point of sale, dispensaries can build an email list of genuinely interested customers who are likely to engage with future communications.
Once you have collected contacts, email marketing becomes an invaluable tool for re-engaging past customers and building loyalty. Regular updates about upcoming specials, personalized birthday discounts, or friendly messages like “We miss you” along with a coupon for their next visit can all encourage customers to return. These messages help keep your dispensary top-of-mind, showing customers that they are valued and that there’s always something new for them to explore. Offering exclusive deals or highlighting new product arrivals further incentivizes visits, ensuring that your emails provide real value to your audience.
This approach offers a practical way to personalize your emails without adding complexity to your strategy. By tailoring messages to recent customers, providing personalized discounts, or sending friendly reminders, dispensaries can create a customer-focused experience that feels relevant and engaging. This straightforward method allows you to keep your audience connected with content that speaks directly to them, fostering loyalty and encouraging repeat visits. As a result, email marketing for dispensaries becomes not just a communication channel but a relationship-building tool, ensuring that your customers see the value of returning to your dispensary.
Create Automation Workflows for your Cannabis Email Marketing
Automation is a powerful tool for cannabis brands, allowing them to connect with subscribers at the right time and streamline engagement without constant manual effort. By setting up automated workflows, your brand can initiate a series of well-timed emails that cater to various stages of the customer journey. For example, a welcome series is ideal for introducing new subscribers to your brand’s story, core values, and popular products. This series helps set expectations and establish trust early on, encouraging new subscribers to view your brand as a reliable and engaging source of information.
Other valuable automation workflows include abandoned cart reminders and post-purchase follow-ups. Abandoned cart emails gently remind customers of items they left behind, prompting them to complete their purchase, sometimes with an added incentive to encourage action. Post-purchase follow-up emails can also reinforce customer relationships by thanking them for their order, suggesting complementary products, or offering a discount on future purchases. These follow-ups help extend the relationship beyond a single transaction, reinforcing your brand’s commitment to customer satisfaction and encouraging repeat business.
Automation workflows boost your brand’s presence in customers' inboxes while improving operational efficiency. By setting up targeted email sequences, you can nurture leads and keep your brand top-of-mind without needing to manage every interaction manually. Automated emails ensure that customers receive timely, relevant messages tailored to their actions, needs, and interests, making each interaction feel personalized. Through automation, cannabis brands can maintain consistent engagement, provide valuable touch points throughout the customer journey, and ultimately build stronger, more loyal customer relationships.
Master Cannabis Email Marketing in 2025 with The Hood Collective
To excel in cannabis email marketing, brands need a comprehensive, well-rounded approach that addresses each critical element: building an engaged list, sending the right types of emails, leveraging automation, and selecting the right platform for cannabis-friendly email delivery. These strategies work in tandem to create a powerful and compliant email marketing framework, allowing cannabis brands to connect with their audience on a deeper level and nurture lasting loyalty.
The Hood Collective is here to support cannabis brands through every step of this journey. With our agency-level expertise and deep understanding of the cannabis industry’s unique challenges, we offer customized marketing solutions designed to make your email strategy both effective and compliant. Our team’s experience ensures that your brand will stand out, reaching the right audience with messages that resonate.
Contact us today to elevate your cannabis brand’s email marketing in 2025 and beyond. Partnering with The Hood Collective means your brand will have access to innovative strategies and trusted support, helping you build a lasting connection with your audience and achieve sustainable growth in the evolving cannabis market.
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