Email Marketing Tips for Dispensaries: What to Send & When

Let’s face it—when it comes to marketing your dispensary, email is one of the most powerful tools in your arsenal. It’s low-cost, it’s direct, and it gets results. But we get it: when you’re running a dispensary, it’s easy to forget that your email list is gold. And no, we’re not talking about spamming your customers with endless sale alerts. No one has time for that.

The key to email marketing is knowing what to send and when to send it. Don’t worry, we’ve got you covered with a no-nonsense guide to email campaigns that work for dispensaries. Ready to turn those inboxes into a sales machine? Let’s dive in.

1. Product Drops: The “New Arrivals” Buzz

Everyone loves a good “new release,” especially when it comes to cannabis. Whether you’ve got a new strain, a limited-edition vape, or a fresh batch of edibles, product drops are a great way to create hype and drive sales. But let’s be clear—your email shouldn’t just be a “hey, we have new stuff” note. No one’s got time for that.

What to send:

• Tease the product in the subject line (“New Strain Alert: Limited Supply”).

• Include enticing images of the product (because let’s be real—people love visuals).

• Provide details like pricing, availability, and why it’s worth buying ASAP.

When to send:

• The moment the product hits your shelves. Don’t wait for days to send the email—strike while the iron’s hot. People love getting exclusives first.

• Consider sending a reminder email 3-4 days later if the product is still in stock or if you have limited quantities left.

Bonus Tip: You can use countdown timers in your emails for extra urgency. Limited edition? Limited time offer? Throw a timer in there, and watch those clicks roll in.

2. Promotions: Because Who Doesn’t Love a Discount?

Let’s be honest: everyone loves a good deal, especially in the cannabis world. Whether it’s a seasonal discount, a buy-one-get-one-free deal, or a special holiday promotion, your promotions should be front and center in your email strategy.

What to send:

• A clear, concise message about the offer. (“30% Off All Edibles This Weekend Only!”)

• Keep the language simple and action-focused. The goal is to get people in your store (or on your site) right now.

• Include terms and conditions—be transparent about any restrictions.

When to send:

• A week or two before the promotion starts—give your customers enough time to plan.

• On the day the promo goes live—this is the big push to get people into action.

• A final reminder email a day or two before the deal ends. This one’s all about urgency: “Only 24 hours left to save!“

Bonus Tip: Use dynamic content for personalized offers. If a customer bought edibles last month, offer them a coupon for more edibles. Personalized deals get 6x higher transaction rates than generic ones.

3. Newsletters: Stay Top-of-Mind with Value

Now, not every email needs to be a sales pitch. Newsletters are a great way to nurture your relationship with customers and build brand loyalty. But don’t bore them with fluff. People want to read things that actually help or entertain them. So, keep it valuable and entertaining—ditch the spammy feel.

What to send:

• Cannabis education: Share helpful content on strain types, consumption methods, or the benefits of certain products.

• Customer stories: Highlight how your products are improving your customers’ lives.

• Community involvement: If you’re involved in local events or charity work, shout it out.

When to send:

• Once a month or bi-weekly. Consistency is key, but you don’t want to overwhelm people with too many emails.
• Try to time it at the beginning or middle of the month when your customers are thinking about their next cannabis purchase.

Bonus Tip: Make your newsletter interactive. Include polls, quizzes, or even a cannabis meme of the month. Keep it fun—nobody wants to read a dry, corporate email.

4. Re-Engagement Campaigns: Bring Back the Lost Customers

We all know the drill: customers come in hot, make a purchase, then vanish into the ether. Don’t let them slip through your fingers. Use re-engagement emails to remind those dormant customers that you still exist and have what they need.

What to send:

• A friendly “We Miss You” message with a special discount to tempt them back.

• If they haven’t made a purchase in a while, send them personalized product recommendations based on what they’ve bought before.

• Make the email feel personal. Add their name and let them know you haven’t forgotten about them.

When to send:

• 30 days of inactivity—this is when customers are most likely to need a little nudge.

• Every 6 months or so if they still haven’t re-engaged. At this point, offer them a larger incentive to bring them back into the fold.

Bonus Tip: Personalization matters. A study found emails with personalized subject lines have a 26% higher open rate. Use their name or reference past purchases to increase the chances of them coming back.

5. Customer Birthday Emails: Because Everyone Loves a Freebie

A birthday email isn’t just about sending a simple “Happy Birthday.” This is your chance to build loyalty and give your customers a little something special. A birthday discount goes a long way, and people love feeling appreciated (especially on their birthday).

What to send:

• A fun, personalized birthday message.

• Offer them a discount or a special deal, like 10-20% off their next purchase.

• Throw in something extra—maybe a free pre-roll with their birthday discount.

When to send:

• A week before their birthday, giving them time to plan their visit.

• A quick reminder email on the day of for that “Hey, don’t forget about your freebie” nudge.

Bonus Tip: Automate your birthday emails using your email marketing platform. Set it up once, and forget about it until the orders start rolling in.

Final Thoughts: Email is Your Secret Weapon—Use It Wisely

So, there you have it: the email campaigns every dispensary should be running. Whether you’re sending product drops, promotions, or educational content, email marketing is one of the most cost-effective ways to keep your dispensary front-of-mind and drive sales.

And here’s the thing—email marketing has an average ROI of 4200%. For every dollar you spend, you’re getting back $42. That’s a return no one can ignore.

So, get those campaigns rolling. Don’t overthink it. Just be consistent, creative, and valuable to your customers. And remember, we’re not here to send boring emails—we’re here to send emails that work.