How to Use Email to Drive In-Store Canada Cannabis Sales: Events, Promos, and Location-Based Messaging

This blog post is intended for informational purposes only and does not constitute legal advice. While we aim to provide helpful guidance, regulations and rules are subject to change and vary by jurisdiction. You are responsible for ensuring your own compliance with all applicable laws and regulations and should consult with a legal professional for specific advice.

The cannabis retail landscape in Canada is evolving quickly. With more competition and growing consumer expectations, retailers need smart, cost-effective strategies to keep customers engaged and coming back. Email marketing is one of the most powerful tools available.

When done right, email builds relationships, promotes special offers, and highlights events that encourage customers to step into your store. For cannabis retailers, this means using cannabis event promotions, targeted offers, and location-based messaging to drive in-store visits and build lasting loyalty.

Understanding the cannabis consumer

Before crafting an email campaign, it’s important to understand who your audience is and what motivates them.

Who is the cannabis demographic?

Cannabis consumers in Canada span a wide range of ages and lifestyles. While younger demographics (18-44) are among the most frequent consumers, older groups are steadily growing, especially as cannabis consumption becomes more normalized. 

Buying behaviour and preferences

Most cannabis shoppers value convenience, education, and trust. They want to know what products suit their needs, whether that’s premium flower, edibles, or CBD products. Many also look for deals and loyalty perks, making promotions a strong motivator for in-store visits.

How email aligns with consumer preferences

Cannabis consumers appreciate personalized, relevant information. With email, you can tailor your messages to highlight new strains, invite them to events, or offer exclusive discounts. This creates a sense of connection and helps keep your store top of mind. 

Creating effective cannabis event promotions 

To drive in-store cannabis sales, you need to first build a targeted, compliant email list and then deliver engaging content. 

Building your list

Encourage sign-ups both online and in-store. Use digital sign-up forms on your website, and ask customers at checkout if they’d like to join your mailing list. Always collect explicit consent to add them to your list, in order to comply with Canadian anti-spam laws (CASL). Transparency builds trust. 

Content that connects

Your emails should be informative, engaging, and tailored to your customers’ interests. This could include new product spotlights, educational content on consumption methods, or invitations to upcoming events. Bonus points if you personalize this content based on their past purchase behaviour. 

Timing and frequency

Avoid flooding people’s inboxes. A consistent cadence, such as one to two emails per week, strikes a good balance. Pay attention to open rates and adjust based on your audience’s preferences. 

Implementing cannabis event promotions in your email strategy

Events are one of the most effective ways to bring people into your store. From product launches to education sessions and community gatherings, cannabis event promotions generate excitement and encourage foot traffic. 

Promoting your events

Use email templates designed for events with clear visuals, essential details, and a strong call-to-action like “Save Your Spot” or “Join Us this Friday.” Be sure to send a reminder email closer to the event date to help boost attendance. 

After your event

Follow-up after your event with a thank-you email that includes highlights and photos from the event, or a special offer for attendees. This helps keep the momentum going and encourages repeat visits. 

Leveraging promotions for cannabis retail

Promotions are a tried-and-true way to drive immediate action. Email is the perfect channel to share time-sensitive offers with your audience. The most important thing to keep in mind when creating your email promotions is that they adhere to Canada’s cannabis marketing laws. That means they are not marketed to minors, they don’t make any health or wellness claims, they do not glamourize cannabis lifestyle, contain testimonials, and they do not promote overconsumption.  

Types of promotions

Limited-time discounts, loyalty programs and rewards, and bundle offers are all effective strategies. For example, “10% off [X product] — one week only!” creates urgency. 

Designing cannabis promotional event emails

Use clear, eye-catching (and compliant) visuals paired with concise copy. Highlight the value, and make sure the call-to-action (Shop In-Store Today) is easy to spot. 

Measuring success

Track open rates, click-through rates, and in-store redemptions tied to your promotions to see how they perform. These insights will help refine your approach and show what resonates with your audience.  

Utilizing location-based messaging

Location is a huge factor in cannabis retail. Customers are more likely to visit when they know a store is nearby and can easily find it. 

Why location matters

Many consumers choose their cannabis store based on convenience, with location being one of the most important factors. Location-based email messaging lets you remind customers where you’re located and highlight any nearby promotions. 

Make it personal

Customize emails based on store proximity. “Your local store at Queen Street is offering 15% off concentrates this weekend.” This adds relevance and increases the likelihood of an in-store visit. 

Enhancing the in-store experience

Encourage visits to your shop by including exclusive in-store-only offers. Provide directions, store hours, and even a quick “Plan Your Visit” button in your email to make this as frictionless as possible. The easier it is for customers to stop by, the more likely they are to do so. 

Email marketing is one of the most effective ways for cannabis retailers to connect with customers and drive in-store cannabis sales. By focusing on events, promotions, and location-based messaging, you can keep your audience engaged while encouraging them to visit your store. 

Remember to stay compliant with CASL regulations, respect customer preferences, and track your results. With consistent testing and refinement, email can become your most powerful tool for building loyalty and growing your cannabis retail business.