Cannabis Email Sequences: Put Dispensary Sales on Autopilot

Are you familiar with the saying, "Money doesn't sleep"? Dispensary owners who leverage automated email sequences (in their sleep) are seeing 2-3x higher customer retention rates than those who don't.

Yet most cannabis retailers still rely on sporadic, manual email blasts—leaving significant revenue on the table.

Email sequences are strategically timed, pre-written messages that automatically deploy based on specific customer actions or timeframes. Unlike one-off email campaigns, sequences create consistent touchpoints throughout the customer journey.

For dispensaries operating in a restricted advertising environment, email sequences deliver three critical advantages:

• They run entirely on autopilot, nurturing customers while you focus on running your store

• They trigger based on actual customer behavior, delivering the right message at the perfect moment

• They build customer relationships between purchases, keeping your dispensary top-of-mind

1. Post-First Purchase Sequence:

Transform One-Time Buyers Into Loyal Repeat Customers

When to trigger: Immediately after a customer's first purchase and POS opt-in

Sequence structure:

• Email 1 (24 hours after purchase): Welcome to the loyalty program + loyalty program benefits overview

• Email 2 (Day 3): Product education specific to their first purchase + consumption tips

• Email 3 (Day 5): Your dispensary's unique story and commitment to quality

• Email 4 (Day 7): Second-purchase incentive with points multiplier or special offer

2. Cart Abandonment Sequence:

Recover Lost Online Orders

When to trigger: When a customer adds products to their online cart but doesn't complete checkout

Sequence structure:

• Email 1 (1 hour later): "Did you have trouble checking out? Your [product names] are waiting"

• Email 2 (24 hours later): Address common ordering concerns + highlight delivery/pickup options

• Email 3 (48 hours later): Limited-time incentive to complete the purchase (free delivery, small discount)

3. Re-Engagement Sequence:

Win Back Dormant Customers

When to trigger: When a previous customer hasn't purchased in 30+ days

Sequence structure:

• Email 1 (Day 30): "We miss you" + what's new at the dispensary

• Email 2 (Day 33): Educational content about new products or consumption methods

• Email 3 (Day 37): Personalized discount based on previous purchase preferences

• Email 4 (Day 45): Final "we want you back" offer with a significant incentive

4. Product Education Sequence:

Build Trust Through Teaching

When to trigger: When a customer purchases a specific category for the first time (concentrates, edibles, etc.)

Sequence structure:

• Email 1 (Day 1): Basic "how-to" guide for the product category they purchased

• Email 2 (Day 3): Advanced tips for getting the most from their purchase

• Email 3 (Day 5): Related products that complement their purchase

• Email 4 (Day 7): Request for feedback on their experience + incentive for their next purchase

Performance benchmark: Customers who receive educational sequences report 25% higher satisfaction rates and spend 15% more on subsequent purchases.

Creating effective cannabis email sequences requires navigating unique regulatory considerations:

• Avoid prohibited imagery in both emails and especially subject lines

• Skip medical claims that could violate state regulations

• Include proper age verification language in every message

• Maintain clear unsubscribe options to comply with CAN-SPAM laws

• Keep direct product mentions minimal in preview text and subject lines

Step 1: Choose a Cannabis CRM Provider

Not all email platforms welcome cannabis businesses. These providers explicitly accept compliant cannabis companies:

• Alpine IQ

• Mailchimp (with restrictions)

• Klaviyo (with proper setup)

• Happy Cabbage

• Springbig

Step 2: Map Your Customer Journey

Before writing a single email, document the typical path customers take from discovery to purchase:

• How do they typically find your dispensary?

• What questions do they have before buying?

• What obstacles prevent them from completing a purchase?

• What information would help them make better product choices?

Step 3: Build, Test, and Refine

Start with just one sequence (we recommend the welcome sequence first):

1. Draft each email with clear, action-oriented content

2. Test the sequence with a small segment of your list

3. Analyze open rates, click rates, and conversion metrics

4. Refine based on performance data

Track these specific metrics to gauge your email sequence performance:

1. Sequence completion rate: Percentage of subscribers who open all emails in the sequence

2. Revenue per email: Total revenue generated divided by the number of emails sent

3. Conversion rate: Percentage of sequence recipients who make a purchase

4. List growth rate: Net subscriber growth (new subscribers minus unsubscribes)

5. Deliverability rate: Percentage of emails reaching inboxes

Week 1: Research & Planning

• Choose your email platform

• Map one customer journey (new subscriber to first purchase)

• Outline your welcome sequence emails

Week 2: Content Creation

• Write your welcome sequence emails

• Design simple, mobile-friendly templates

• Set up tracking parameters

Week 3: Implementation

• Build a sequence in your chosen platform

• Test emails across different devices

• Send test sequence to team members

Week 4: Launch & Optimization

• Activate your first sequence

• Monitor performance daily

• Make adjustments based on initial data

Start small with one sequence, perfect it, and then expand to more complex automation. Even a single well-crafted sequence can transform your dispensary's customer retention and revenue.

Need expert guidance? Tap our team for cannabis-specific email marketing services. We've helped dispensaries nationwide implement high-performing email sequences that drive measurable revenue growth while maintaining full compliance.

Book a free strategy call today to see if we're the right fit for your dispensary.