9 Email Strategies for CBD Brands That’ll Turn Opens into Orders

The CBD industry faces unique obstacles when it comes to digital marketing, including restrictions on advertising platforms like Google Ads and Facebook.

As a result, email marketing becomes an essential channel for CBD brands to reach their target audience. However, this doesn’t mean you can simply set up a generic newsletter and expect results.

#1) Build Your Email List Using Lead Magnets

Your email marketing is only as good as your subscriber list. Here’s how to grow a quality list of engaged potential customers:

Offer valuable content in exchange for email addresses:

• CBD dosage calculators
• “CBD 101” educational guides
• Product selection quizzes
• Exclusive recipes using CBD ingredients
• First-time customer discounts

Optimize Your Sign-Up Forms

• Place forms at strategic locations on your website
• Keep required fields to a minimum (name and email only)
• Clearly communicate the value proposition
• Include a strong call-to-action
• Add social proof near sign-up forms

P.S. Our custom form builder allows you to create fully branded, responsive signup forms that match your CBD brand’s aesthetic!

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#2) Segment Your Audience for Targeted Messaging

Generic mass emails don’t convert—especially in the CBD space where customer needs vary dramatically. Effective email marketing for CBD requires strategic segmentation.

• By purchase intent: Separate wellness-focused customers from those using CBD recreationally
• By product preference: Group customers by their interest in oils, topicals, edibles, or pet products
• By purchase history: Create segments for first-time buyers, repeat customers, and high-value clients
• By engagement level: Distinguish between active subscribers and those who need re-engagement

Our advanced segmentation tools allow you to create highly targeted audiences based on purchase history, engagement level, and preferences—all within a few clicks.

You can even use dynamic content blocks to show different product recommendations or content based on subscriber data, all within a single email campaign – no cloning needed!

#3) Personalize Every Touchpoint

Personalization goes beyond just using a customer’s first name. For CBD advertising that converts:

• Use browsing behavior: Send emails featuring products they’ve viewed but not purchased
• Leverage purchase history: Recommend complementary products to items they’ve already bought
• Consider timing: Schedule emails based on typical repurchase cycles for consumable CBD products
• Acknowledge milestones: Send special offers on purchase anniversaries or birthdays

P.S. Using our custom fields for personalization, you can capture and store subscriber data like interests, location, and previous purchases to create truly personalized campaigns that speak directly to each customer’s needs and preferences.

#4) Create Mobile-Responsive Designs

Most of your customers will read your emails on mobile devices, making responsive design crucial for CBD email marketing.

Instead of focusing on statistics about mobile usage, let’s talk about what makes a truly mobile-friendly email:

• Single-column layouts that adapt to any screen size
• Larger font sizes (minimum 14px for body text)
• Thumb-friendly buttons (at least 44×44 pixels)
• Compressed images that load quickly on mobile networks
• Concise copy that gets to the point quickly
• Prominent CTAs positioned where thumbs naturally rest

We offer a library of mobile-optimized templates, plus an intuitive drag-and-drop email builder to ensure your campaigns look perfect on every device – without requiring any coding knowledge.

#5) Implement Automated Email Sequences

Automation is your secret weapon for nurturing leads and driving consistent revenue for your CBD business. Set up these essential sequences:

• Welcome new subscribers with a series that introduces your brand and products
• Recover abandoned carts with timely reminders and incentives
• Re-engage inactive customers before they lose interest completely
• Follow up after purchases to encourage reviews and repeat orders
• Educate prospective customers with drip campaigns that build trust over time

Campaign Monitor’s visual journey builder makes creating these automated workflows simple and intuitive. You can set up behavior-triggered emails that deliver the right message at exactly the right moment, without requiring constant manual intervention.

BTW, our visual journey builder makes setting up these automated workflows simple. You can create behavior-triggered sequences that deliver timely, personalized messages automatically, freeing you to focus on other aspects of your CBD marketing strategy!

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#6) Set Up a Consistent Sending Schedule

Consistency builds trust and trains your audience to expect—and look forward to—your emails. For CBD brands, finding the right cadence is crucial:

• Establish a regular rhythm that aligns with your content production capabilities
• Test different sending times to identify when your audience is most responsive
• Balance frequency to stay top-of-mind without overwhelming subscribers
• Create a content calendar that plans emails around product launches, seasonal trends, and industry events
• Maintain consistency in both timing and visual branding

The key is to find a sustainable schedule that provides value with every send. Whether that’s weekly educational content, bi-weekly promotions, or monthly newsletters depends on your specific audience and resources.

#7) Creating Clickworthy CTAs and Subject Lines

Your subject line determines whether your email gets opened, while your CTA determines whether recipients take action. Both need special attention in the CBD space:

Subject Line Best Practices:

• Avoid spam trigger words like “cure,” “treatment,” or “free”
• Create curiosity without resorting to clickbait
• Keep the length around 41 characters for mobile compatibility
• Test different approaches (questions, statements, numbers)
• Include personalization when relevant

CTA Best Practices:

• Use action-oriented language that clearly states the benefit
• Create visual contrast to make buttons stand out
• Position primary CTAs above the fold
• Limit to one primary CTA per email
• Test different copy variations (e.g., “Shop Now” vs. “Explore Products”)

P.S. Our Inbox & Spam Testing feature lets you preview your emails across devices and check for spam risks before launch, ensuring your emails are optimized for both deliverability and effectiveness from the start.

#8) Providing Value With Every Email

In the competitive CBD market, every email must deliver genuine value to maintain engagement and build trust:

• Educational content that helps customers understand CBD benefits and uses
• Exclusive offers that reward subscriber loyalty
• Industry insights that position your brand as a thought leader
• User-generated content that showcases real customer experiences
• Entertaining or inspiring content that creates an emotional connection

Campaign Monitor’s AI Writer tool can help generate ideas, repurpose content, and optimize messaging to ensure every email provides value to your subscribers. This helps maintain high engagement rates and reduces unsubscribes.

#9) Regularly Measure Analytics

To maximize the effectiveness of your email marketing campaigns, you need to track the right metrics and continuously optimize your approach.

Our analytics dashboard provides real-time insights into all these metrics, allowing you to quickly identify what’s working and what needs improvement.

Plus, our A/B testing engine lets you test subject lines, content blocks, or CTAs to optimize results based on actual user behavior.

Read Next:

• The Power of Email Personalization to Reach Humans (Not Just Inboxes)
• How to Be an Email Subject Line Superhero
• Email Design: The Best Practices Guide (+ Bonus Checklist)

Navigating the complex regulatory landscape is crucial for CBD marketers. Here’s how to stay compliant while still driving results:

Use Compliant Language and Disclaimers

• Avoid making direct health claims about your products
• Include appropriate disclaimers about FDA approval status
• Be transparent about THC content and testing
• Use phrases like “may help with” instead of “treats” or “cures”
• Focus on general wellness rather than specific medical conditions

Implement Proper Authentication Protocols

To improve deliverability and avoid spam folders:

• Set up SPF (Sender Policy Framework) records
• Implement DKIM (DomainKeys Identified Mail)
• Configure DMARC (Domain-based Message Authentication)
• Use a consistent sending domain and IP address
• Maintain a regular sending schedule

Our deliverability experts can help you set up these authentication protocols correctly and provide guidance on best practices for maintaining a strong sender reputation.

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Note: This content is provided for informational purposes only and does not constitute legal or regulatory advice. Campaign Monitor is not configured to support compliance with FDA, health, or cannabis regulations. Customers are responsible for ensuring their use of the platform complies with applicable laws.

#1) Welcome Series

Your welcome series sets the tone for your entire customer relationship. It introduces new subscribers to your brand, educates them about CBD, and guides them toward their first purchase.

#2) Educational Sequence

Educational emails position your brand as an authority while addressing common questions and concerns about CBD. This sequence builds trust through valuable information rather than hard selling.

#3) Promotional Campaigns That Comply With Regulations

Source: ReallyGoodEmails (https://reallygoodemails.com/_next/image?url=https%3A%2F%2Ffiles.reallygoodemails.com%2Femails%2Ffree-shipping-cbd-evoo-minis-gifts.png&w=384&q=75)

Promotional emails drive sales while carefully navigating the complex regulatory landscape surrounding CBD marketing. These campaigns highlight products without making prohibited health claims.

#4) Abandoned Cart Recovery Sequence

Cart abandonment is common in the CBD industry due to price sensitivity, uncertainty, and comparison shopping. This sequence brings customers back to complete their purchase.

#5) Re-Engagement Campaigns for Inactive Subscribers

Re-engagement campaigns target subscribers who haven’t opened or clicked your emails in 60+ days, helping to reactivate these dormant relationships before they’re lost.

#6) Post-Purchase Follow-Ups

Post-purchase emails turn one-time buyers into loyal, repeat customers by ensuring a positive experience and encouraging additional purchases.

Read Next:

• How to Retain More Customers with Post-Purchase Follow-ups
• The Best Promotional Email Marketing Example Worth Checking Out
• What Every Small Business Needs to Know to Beat Cart Abandonment