Emailing Your Cannabis Customers Without Annoying Them

"I don't want to annoy my customers."

If this thought crosses your mind whenever you consider sending another email to your dispensary subscribers, you're not alone. It's perhaps the most common concern we hear from cannabis retailers—and it's costing them significant revenue.

Here's the surprising truth: Most dispensaries are dramatically under-emailing their customers. While your instinct might be to protect your list by sending less, the data tells a different story.

Our nationwide analysis of dispensary email programs revealed that businesses sending 3-4 emails weekly to their most engaged segments saw up to 30% higher monthly revenue than those limiting themselves to a single weekly message. Even more revealing, unsubscribe rates didn't significantly increase with higher frequency.

So why is there a disconnect between perception and reality? And how can you determine the right email frequency to maximize revenue without alienating your customers? Let's take a data-driven approach that cuts through the assumptions.

When you hold back on emails out of fear, you're not being considerate and invisible. In today's crowded digital landscape, consumers are bombarded with thousands of marketing messages daily, and your single weekly email is likely getting lost in the noise.

The consequences extend beyond missed touchpoints:

• Reduced top-of-mind awareness: When customers don't hear from you regularly, they're more likely to visit competitors when the purchase urge strikes.

• Lost revenue opportunities: Each unsent email represents potential transactions that never happened.

• Deteriorating list quality: Infrequent sending can hurt deliverability and engagement metrics over time.

• Wasted customer acquisition costs: You've invested in building your list, limiting its revenue potential.

Email is one of the few direct channels you fully control for dispensaries operating in heavily regulated markets with advertising restrictions. Underutilizing it isn't just cautious—you are leaving money on the table.

Before increasing your send frequency, assess where your current program stands. Here are key indicators suggesting you're under-emailing your list:

• Consistently high open rates (25%+): This signals the audience's appetite for more content.

• Low unsubscribe rates (under 0.2% per send): Your audience isn't overwhelmed.

• Strong revenue per send metrics: If emails drive significant sales, sending more often yields proportionate returns.

• Limited segmentation strategy: You send the same content to your entire list rather than tailoring frequency to engagement levels.

If your open rates are under 25%, I recommend reading our article on writing subject lines that customers open.

Determining the right send frequency isn't about copying competitors or following generic best practices—it's about listening to your specific customers through their behavioral data. Here's a practical approach to optimization:

1. Segment by engagement level and purchase behavior

• High value/high engagement: Customers who have purchased in the last 30 days AND open/click emails (3-4+ emails weekly)

• High value/medium engagement: Frequent purchasers (2+ visits in last 60 days) with moderate email engagement (2-3 emails weekly)

• Medium value/high engagement: Infrequent purchasers who actively engage with emails (2 emails weekly)

• Medium value/medium engagement: Occasional purchasers with some email activity (1-2 emails weekly)

• Low engagement but past purchaser: Previous customers with no purchases in 90+ days (1 email every 2 weeks, focusing on re-engagement with special offers)

• Email engaged only: Subscribers who open emails but haven't made a purchase (1 weekly email focused on first purchase conversion)

2. Implement graduated frequency testing

• Start by adding one additional send per week for your most engaged segment

• Monitor key metrics for 3-4 weeks: revenue per subscriber, unsubscribe rate, open rate trends

• If metrics remain stable or improve, add another send and repeat the analysis

3. Diversify content types

• Product drops/new inventory alerts

• Educational content (consumption methods, strain guides)

• Promotion announcements

• Loyalty program updates

• Local/community news

4. Create frequency preference options

• Allow subscribers to select their preferred frequency during signup

• Offer a "weekly digest" option for those who prefer fewer emails

• Include preference center links in every email

Remember that email frequency isn't just about quantity—it's about delivering value with each send. Your customers will tolerate (and even welcome) more frequent communication if each message serves a clear purpose and provides relevant information.

Increasing email frequency doesn't need to create an overwhelming workload. Here's how to efficiently scale your program:

Build a content calendar:

Map out themes, promotions, and key messages 4-6 weeks in advance to prevent last-minute scrambling.

Create templates for recurring sends:

To streamline production, develop standardized formats for different email types (product spotlight, flash sale, educational content).

Leverage inventory data:

Connect your email platform to your inventory system to automatically highlight new products or promote items that need to move.

Repurpose existing content:

Transform budtender knowledge, website content, and customer FAQs into email material with minimal additional work.

Track performance by send type:

Not all emails perform equally. Identify your highest-performing formats and focus on what works.

Industry averages or competitor benchmarks don't determine the right email frequency for your dispensary—it's revealed through your customer data. By taking a measured, analytical approach to increasing frequency, you can discover the optimal cadence that maximizes revenue without triggering subscriber fatigue. Start by implementing these action steps:

1. Segment your list based on engagement levels

2. Gradually increase frequency for your most engaged subscribers

3. Monitor key metrics closely over 4-8 weeks

4. Let performance data guide further adjustments

Most importantly, remember that sending too few emails is often a bigger risk than sending too many. In the cannabis industry, where direct marketing channels are limited, your email list represents one of your most valuable marketing assets. Its potential is only realized through consistent, strategic engagement.

Your customers wanted to hear from you when they joined your list. They're interested in your products and promotions. Don't let unfounded fears prevent you from delivering the value you signed up for.

Ready to unlock the full potential of your dispensary email program? Our team specializes in data-driven email optimization for cannabis retailers.

Contact us for a free analysis of your current email strategy and discover how many additional sends your audience will welcome—and how much revenue you're currently leaving unrealized.