In today’s competitive cannabis retail environment, loyalty programs have evolved from simple punch cards to highly sophisticated digital ecosystems. But success in these programs doesn’t rely solely on the rewards—they depend heavily on how effectively retailers communicate with members. The challenge lies in choosing the right communication channel: SMS, email, or app alerts. Each has its strengths, and understanding how to use them strategically can make the difference between a one-time buyer and a loyal advocate.
SMS: The Fastest Path to Immediate Action
SMS marketing boasts one of the highest open rates in retail—up to 98%, often within minutes. In the cannabis industry, where flash deals, daily promos, or limited-edition drops are common, speed is crucial. SMS excels when urgency is the message.
Pros:
- High open and response rates
- Instant delivery ideal for time-sensitive promotions
- Personal and direct, especially effective with younger demographics
Cons:
- Character limits restrict detail
- Compliance risk if customers haven’t explicitly opted in
- Can feel intrusive if overused or sent too frequently
SMS is best suited for short, impactful messages: “Flash Sale! 30% off select vapes until 5PM. Tap to claim.” It works especially well when integrated with clickable links to mobile menus or online carts.
Email: Depth, Storytelling, and Scheduled Engagement
Email remains a vital channel for cannabis loyalty communication, especially for newsletters, educational content, and tailored product recommendations. While its open rates (averaging 20–25%) lag behind SMS, email allows retailers to provide more context, imagery, and storytelling.
Pros:
- Best for detailed information, including updates, blog links, and curated product suggestions
- Segmentable and personalized
- Cost-effective for batch messaging
Cons:
- Slower engagement than SMS
- May end up in spam folders
- Lower open rates, especially among younger users who prefer mobile-first experiences
Email campaigns are ideal for telling a brand story or offering loyalty members exclusive content like recipes, how-to guides, or “first look” product launches. It’s a slower burn, but it builds deeper brand engagement.
App Alerts: The Power of Push Notifications
Cannabis-specific retail apps or loyalty platforms are gaining ground. In-app alerts, or push notifications, offer a middle ground between SMS urgency and email depth. When customers download a dispensary’s app, they’re signaling a higher level of commitment—making this channel perfect for personalized outreach.
Pros:
- Delivered to a captive, already-engaged audience
- Interactive and visually rich
- Good for location-based alerts, such as check-in incentives or curbside pickup notifications
Cons:
- Requires customers to download and keep the app installed
- Can be ignored if notifications are turned off
- More costly to develop and maintain an app-based strategy
Push notifications can re-engage lapsed customers by reminding them of unused points, new loyalty tier benefits, or personalized restock alerts based on past purchases.
So, What’s the Best Strategy?
The most effective cannabis retailers don’t pick just one channel—they orchestrate them. A layered strategy ensures customers are reached where they’re most responsive:
- Use SMS for urgency
- Leverage email for depth and education
- Deploy app alerts for loyalty-driven engagement and check-in reminders
By understanding each channel’s strengths and tailoring communication based on customer behavior, cannabis retailers can maximize their loyalty program’s impact—turning casual shoppers into lifelong fans.
Ultimately, the “best” method isn’t about the platform—it’s about knowing your audience and meeting them with the right message, at the right time, in the right format.
Read more about bundling discounts and exapnding customer loyalty for your dispensary here.