Keep Your Cannabis Marketing Emails Out of Spam (Every Time)

As a dispensary owner juggling multiple responsibilities, you know email marketing is a vital channel for driving foot traffic and sales. But with cannabis industry emails frequently landing in spam folders, you're missing opportunities to connect with customers and boost your bottom line.

Let's cut through the confusion and get your emails where they belong – in your customers' inboxes.

The reality is sobering: cannabis businesses face higher scrutiny from email providers than most industries. Even with recreational legalization spreading, your business is automatically flagged as "high-risk" before you send a single message.

This industry-specific challenge requires specific cannabis email marketing solutions.

1. Choose Your Words Wisely

Your customers prefer straightforward communication, so:

• Replace prominent trigger words ("weed," "pot," "marijuana") with industry-standard terms like "cannabis" and specific strain names

• Avoid aggressive sales language ("Buy now!" "Don't miss out!") that triggers both spam filters and customer skepticism

• Focus on clear, direct language that addresses customer needs – exactly what your audience prefers

2. Build Credibility With Email Providers

Just as you build trust with regulators, you need to establish credibility with email platforms:

• Start with smaller sends (500-1,000 recipients) and gradually increase volume as you establish a positive sending reputation

• Clean your email list monthly by removing bounced addresses and long-term non-responders – this immediately improves deliverability

• Segment your audience based on purchase history and send targeted offers, which increases engagement and improves inbox placement

Pro Tip: If you operate your dispensary in a tourist hot spot, exclude loyalty members and email subscribers who don't live locally.

3. Technical Setup That Makes a Difference

These practical technical steps have helped dispensaries like yours significantly improve deliverability:

• Set up proper authentication records (SPF, DKIM, and DMARC) – your web developer or email provider can implement these in under an hour

• Use a cannabis-friendly email service provider (e.g., Alpine IQ or Springbig) – mainstream providers often shut down cannabis accounts without warning

• Ensure your sending domain matches your business website for consistent branding and improved deliverability

4. Content That Drives Results

Your audience values practical information they can immediately use:

• Share content that solves problems: product guides, educational content about new products, or information about changing regulations

• Format emails with clear sections, bullet points, and concise paragraphs – your time-constrained audience appreciates easy scanning

• Include valuable offers that drive store visits – a clear ROI your fellow dispensary owners consistently report as most effective

5. Test Before You Invest Time and Money

Before sending to your complete list:

• Send test emails to Gmail, Yahoo, and Outlook accounts to verify inbox placement

• Use a spam testing tool to identify potential red flags (many email platforms include this feature)

• Check your email's spam score – aim for a score below 5 to maximize deliverability

Even established dispensaries occasionally face deliverability challenges:

• Track your sender reputation score monthly (using free tools like SenderScore)

• Ask loyal customers to add your email address to their contacts list during checkout

• Send a re-engagement campaign to your most active customers with an exclusive in-store offer to boost engagement metrics

A California-based dispensary owner implemented these exact strategies and saw open rates increase from 12% to 28% within three months, directly attributing a 15% increase in return customer visits to improved email deliverability.

1. Audit your recent emails for spam trigger words and revise your templates

2. Schedule a quarterly email list cleanup

3. Verify your technical authentication is configured correctly

4. Create an email content calendar focused on valuable information, not just promotions

Building an effective email program for your dispensary isn't complicated, but it does require consistent attention to detail – just like maintaining quality control in your store.

Want personalized email marketing guidance for your specific situation? Contact us for a free 30-minute consultation to identify your biggest email deliverability opportunities.