Beyond the Blast: How to Personalize Cannabis Email Marketing

Did you know that most dispensary owners waste marketing dollars by sending the same emails to everyone on their list? By dividing your customers into three key groups, you can see immediate increases in open rates, foot traffic, and sales while spending the same amount on marketing.

What You'll Learn in This Guide:

• How to identify your three most valuable customer groups

• Specific email tactics that drive sales from each group

• Compliance-friendly ways to personalize messaging

• Quick setup steps you can implement this week

• Real results from dispensaries just like yours

Your VIP customer who spends $300 weekly shouldn't get the exact offers as someone who visited once three months ago. Yet most dispensaries blast identical messages to everyone, leading to:

• Unsubscribes from your best customers who feel undervalued

• Confusion from first-timers who don't understand your terminology

• Lower sales as your regular buyers ignore generic messages

Real Example: A Nevada dispensary owner recently told us: "We were sending the same daily deals specials to everyone. Our open rates were terrible, and redemptions were even worse. We were starting to think this email thing didn't work."

Instead of treating all customers the same, break your email list into these three high-value segments:

1. VIP Customers (typically 20% of customers who generate 80% of revenue)

2. Regular Buyers (consistent purchasers who shop 1-4 times monthly)

3. First-time Visitors (newbies who need education and incentives to return)

Let's dive into exactly what each group wants and how to deliver it:

These cannabis enthusiasts know their terpenes from their cannabinoids and spend 3-4 times more than your average customer.

What They Want:

• Recognition of their loyalty and spending

• Early access to limited products

• Exclusive experiences and knowledge

• Status among other customers

Email Tactics That Work:

• Subject Line Approach: Use "VIP Only:" or "For Our Top Customers:"

• Exclusive Access: "Shop new products 24 hours before everyone else"

• Special Hours: "VIP Shopping Hour: This Thursday 8-9 pm with 15% off storewide"

• Recognition: "You're in our top 50 customers! Claim your appreciation gift"

Real Example: A California dispensary created a "VIP Exclusive Drop" for their top 20% of customers by lifetime spend when launching a limited edition strain by a popular, nationally known celebrity. The email had a 62% open rate and drove over $15,000 in sales in a single evening without a discount.

These customers know what they like, shop consistently, and need the right mix of familiarity and discovery.

What They Want:

• Reminders about products they already enjoy

• Reasonable incentives to increase visit frequency

• Education about complementary products

• Value-focused offers that respect their loyalty

Email Tactics That Work:

• Subject Line Approach: Use "Back in stock:" or "You might also enjoy:"

• Restock Reminders: "Your favorite Blue Dream is back – should we hold some for you?"

• Cross-Selling: "Loved that Indica vape? Here are three similar products on sale this week"

• Frequency Builders: "Visit twice this week and earn double points"

Real Example: An Ohio dispensary analyzed purchase data to send restock reminder emails when customers were likely running low on their regular products. This simple automation increased monthly purchase frequency from 1.8 to 2.3 visits per customer.

Whether new to cannabis or your store, these customers need guidance and clear next steps.

What They Want:

• Basic education without overwhelming jargon

• Reassurance about their purchase decisions

• Clear guidance on what to try next

• Incentive to make that crucial second visit

Email Tactics That Work:

• Subject Line Approach: Use "Welcome!" or "Your First Visit Guide:"

• Education Series: "Cannabis 101: Understanding THC vs CBD" (simple explanations)

• Social Proof: "Our top 3 products for new customers this month"

• Return Incentive: "First-timer special: Come back within 10 days for 15% off"

Real Example: An Oregon dispensary created a 3-email welcome series for first-time visitors. The series had a 47% open rate and increased second-visit conversion by 32% compared to customers who didn't receive the emails.

Your marketing needs to drive sales while staying within strict regulations. Here's your quick compliance checklist for email marketing:

• Include your license number on all marketing communications

• Ensure marketing only reaches adults 21+ (use age verification during signup)

• Avoid making health/medical claims about products

• Don't use images or language that appeal to minors

• Include required state-specific disclaimers in the footer

• Never advertise "free" cannabis products

Pro Tip: Create a standard compliant email template with approved footer language and update the content for each campaign.

Ready to implement? Here's your 3-step action plan:

1. Segment Your List (Today)

• Ensure all of your POS customer data is in your cannabis CRM (e.g., Alpine IQ)

• Create three separate email segments based on criteria like the amount spent and how frequently the customer visits

• Name each of the segments appropriately based on the qualification criteria

2. Create Group-Specific Templates (This Week)

• Design one template for each customer group

• Write your first campaign for each segment

• Include group-appropriate offers and language

Launch & Track (Next Week)

• Send your first segmented campaign

• Compare open rates and redemptions between groups

• Adjust based on which messages drove the most visits

When dispensaries implement this 3-group strategy, we consistently see:

• VIP emails: 35-50% higher open rates than generic blasts

• First-timer series: 25-40% increase in second-visit conversion

• Regular buyer emails: 15-30% increase in purchase frequency

We recommend our guide to advanced audience segmentation if you are looking for a more robust approach.

Personalized email marketing doesn't require fancy technology or a marketing degree. It starts with simply recognizing that different customers need different messages. Begin with the 3-group approach outlined here, and you'll immediately stand out from competitors, sending the same generic promotions to everyone.

The dispensaries seeing the best results aren't necessarily the biggest—they're the ones that understand their customers and communicate accordingly.

Take the first step today: Pull your sales data, identify your VIPs, and send them a special offer that recognizes their importance to your business. Then, watch what happens to your redemption rates.

Need help implementing these strategies?

Our team specializes in email marketing for cannabis dispensaries. Contact us to discuss how we can help you set up a personalized email strategy that drives sales.