When you’re in the cannabis game, the marketing rules are a little… hazy. Social media? Always hitting you with restrictions. Paid search? Pretty much a buzzkill.
Even organic posts can get shadowbanned or disappear faster than your stash at a party. No wonder so many cannabis brands struggle to stay in front of their people.
That’s why email marketing is the ultimate plug.
It may not have the hype of a TikTok trend or the quick hit of an Instagram scroll, but email is solid, reliable, and way underrated. Whether you’re sparking up conversations with customers, keeping your B2B partners in the loop, or dropping updates for investors, your newsletter can be the highest-value channel in your stash of marketing tools.
The Real Plug: Why Email Works for Cannabis Brands
Unlike social media, your email list is all yours, no tricky algorithms, no random bans, no content police. Just a direct line to the people who actually want to hear from you. Here’s why that’s a total game-changer:
Keep Your Fans Coming Back
Scoring a new customer is way harder (and pricier) than keeping your loyal ones. Email keeps your brand floating in their minds with updates, product drops, and fun tips that make them stick around.
B2B
Retailers, distributors, and partners need the 411, too. A smooth, professional newsletter makes sharing launches, deals, and industry news a breeze.
Investor Chill
In a heavily regulated industry, keeping investors in the loop is a must. Email gives you a clean, controlled way to drop updates, press releases, and performance highlights without breaking a sweat.
Check out our podcast with Springbig – The Future of Email and Text Marketing in the Cannabis Industry
Email or Social? The Real High for Cannabis Marketing
Think of social media like crashing on someone else’s couch; you don’t make the rules, and one random policy change, algorithm tweak, or account suspension can wipe out months of hard work in an instant. You spend hours creating content, engaging with followers, and building a vibe… and poof, it could all disappear overnight.
Email? That’s your own pad. Every subscriber is a real connection you actually own. These are people who chose to hear from you, who are genuinely interested in your brand. That means you can nurture the relationship over time, share updates, drop exclusive content, and build loyalty without worrying about an algorithm flipping the script on you.
Across industries, every $1 spent on email marketing can return about $36. For cannabis brands, where ad options are limited and paid campaigns are tricky, that ROI isn’t just good, it’s fire.
Plus, emails let you track what works, tweak your approach, and grow your audience steadily, instead of gambling on the unpredictable chaos of social feeds.
Pro Tip: How Cannabis Brands Can Outsmart Meta’s Censorship
Keeping Your Newsletter Rolling Smooth
Running a cannabis newsletter doesn’t have to be rocket science. The secret sauce? Keep it consistent and actually give your readers something worth opening.
Treat your newsletter like your favorite strain, carefully curated, smooth, and something people look forward to every time. Here’s how to light it up:
Segment Your Squad
Your customers, retailers, and investors are all different vibes with different needs. Customers want product updates, deals, and tips. Retailers and distributors need launch info and sales sheets.
Investors care about growth, compliance, and financial updates. Tailoring content streams ensures everyone gets exactly what matters to them, making your emails feel personal and relevant.
Mix Education with Chill Promo
Don’t just push products like you’re selling at the dispensary counter. Drop knowledge bombs, fun facts about cannabis strains, how-to guides, behind-the-scenes stories, or even lifestyle content. When you blend education with your promos, your readers actually look forward to opening your emails instead of scrolling past.
Automate the Flow
You don’t have to be glued to your inbox 24/7. Automation tools can handle welcome emails for new subscribers, drip campaigns to nurture leads, and gentle reminders for upcoming events or deals. This keeps your audience engaged and coming back for more without burning you out.
Stay Compliant, Stay Cool
Cannabis is heavily regulated, so make sure you’re following state and federal rules. Include proper disclaimers, age gates, and any required warnings. Keeping it compliant not only protects your brand but also builds trust with your readers.
With these steps, your newsletter isn’t just another email in the inbox; it becomes a vibe your audience can’t ignore.
The Bottom Line
In a world where cannabis brands can’t play by the usual advertising rules, email marketing isn’t just a “nice-to-have”, it’s your lifeline. Do it right, and it keeps your fans loyal, your partners in the loop, and your investors chill.
If you’ve been ghosting your newsletter, it’s time to flip the script. Email isn’t just effective, it’s a hidden goldmine for cannabis brands, just waiting for you to spark it.
Need a bud for your brand? ThrivePOP’s got you covered with compliant, creative cannabis marketing that actually works. From big picture strategy to killer design and social vibes, we’ll help your brand spark attention and reach the right crowd with no guessing, just growing.
