With ad restrictions tightening and customer acquisition costs rising, cannabis brands need owned channels that actually convert.
That’s where email comes in. Email isn’t just a touchpoint — it’s a revenue engine. Below are five must-have flows that every cannabis, THC, or CBD brand should be using to maximize revenue, retention, and repeat purchases.
1. Welcome Flow This is your first impression — make it count.
What it is: A triggered series that welcomes new subscribers
Why it matters: Sets the tone, communicates your values, and encourages the first purchase
What to include:
Brand story
Hero products
First-time offer or incentive
Email preference settings (if applicable)
Pro tip: Make it more than one email. Use a 3-part series to build trust.
2. Abandoned Cart Flow They were close to buying. Don’t let them disappear.
What it is: A reminder flow triggered when a customer adds to cart but doesn’t check out
Why it matters: Recovers lost revenue and reduces bounce
What to include:
Product image
Short benefit-driven copy
Urgency and social proof
Pro tip: Don’t just say “Hey, you forgot something.” Reinforce why it’s worth going back.
3. Post-Purchase Flow Turn a customer into a fan.
What it is: A follow-up sequence after someone buys
Why it matters: Boosts retention, encourages reviews, and drives upsells
What to include:
Order confirmation
Product education (e.g., how to use/what to expect)
Review request
Related products
Pro tip: Time the emails to match the user’s likely experience with your product.
4. Winback Flow Bring the cold back into the fold.
What it is: A sequence sent to past customers who haven’t purchased in a while
Why it matters: Retention is cheaper than acquisition
What to include:
Acknowledge the time gap
Offer a personalized incentive
Showcase what’s new or improved
Pro tip: Use segmentation to tailor tone and product selection.
5. Product Drop or Promo Flow Launch days need structure, not guesswork.
What it is: A short campaign built around a new product, strain, or limited-time offer
Why it matters: Creates hype, drives urgency, and amplifies launch ROI
What to include:
Teaser email (1–3 days before launch)
Launch email (day-of)
Last call email (FOMO angle)
Pro tip: Schedule this flow in advance. Great launches are planned, not panicked.
Outro: Email isn’t dead. It’s just underused in cannabis. With these five flows in place, your brand can drive predictable, trackable revenue with every send. Need help setting them up? That’s exactly what we do at Freshly Baked™.
→ Let’s build your retention engine.
