Creating a High-Converting Cannabis Email Automation - Email Capture & Welcome Flow

We investigated more than 20 leading hemp brands to understand how they grow their email lists and increase their sales using the highest-converting email automation, the Welcome Flow.

Brands featured: Cornbread Hemp, Charlotte’s Web, Brez, Drink Delta, Sunday Scaries, Wynk, Rebel Rabbit, Recess, Mr Moxey’s, Papa & Barkley, Hippie Water, Georgia Hemp Co, Poppi, Rose, Cann, Trail Magic, High Rise, Cycling Frog, and more

Struggling to figure out how to optimize your very first email to new subscribers? You’re not alone. At Canascale, we specialize in email marketing for hemp, CBD, and cannabis brands, and we recently put 20 hemp/seltzer brands under the microscope to see exactly how they structure their first Welcome Email. We compiled our findings into actionable insights you can use to supercharge your own welcome flow.

Why the First Welcome Email Matters

Think of your first Welcome Email as your brand’s handshake. It sets the tone for the rest of the customer journey. In a saturated space like hemp and CBD, a well-crafted welcome drives immediate sales and builds trust and credibility—two priceless commodities in this industry.

Our Methodology

We signed up for 20 hemp/seltzer brand email lists for this study. We paid close attention to three elements:

Email Capture Setup: How the brand entices people to sign up.

First-Time Offer: What initial incentive or discount (if any) is provided.

Welcome Email 1: The messaging and structure of their very first email, including the subject line, placement of discount codes, and CTA (call-to-action).

Key Findings

How much should the discount be in a welcome offer?

15 of 20 brands offered a percentage-off discount (with a median of 15% off).

4 of 20 offered a dollar-off discount.

What This Means for You: If you’re looking to match the market standard, offering around 15% off is a strong place to start. The potency of this discount can vary based on your brand’s margins, but giving a clear, appealing incentive is a proven strategy for capturing attention and securing that first sale.

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What should I use as the Primary CTA (Call-to-Action)?

10 of 20 used “Shop Now” as their primary CTA.

4 of 20 used the discount itself in the CTA.

What This Means for You: In most cases, a straightforward “Shop Now” prompts immediate action. However, using the discount as the CTA can be a clever twist, especially if you want to emphasize urgency (“Redeem 15% Off”). Either approach is valid—just make sure your CTA is concise and communicates the next step.

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What subject lines and personalization should be used?

10 of 20 used “Welcome to {company name}” as their subject line.

6 of 20 included social proof (review, testimonial, ratings).

What This Means for You: Consistency is key. Many brands stick to the tried-and-true “Welcome to [Brand]” formula because it’s direct and sets immediate expectations. That said, weaving in social proof into the email body (or even the subject line) can help build instant credibility. Also, don’t neglect deliverability—if you’re ending up in spam, none of your other optimizations matter.

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Should the discount code be displayed in the pop-up, subject line, or body of the welcome email?

10 of 20 displayed the code in the email capture pop-up.

6 of 20 used the discount in the subject line.

15 of 20 featured the code in the welcome email itself.

13 of 20 mentioned the code in the email (2 mentioned it twice; 1 mentioned it three times).

4 of 20 placed the code above the header.

9 of 20 included the code in the body of the email.

What This Means for You: These brands don’t want subscribers missing their offers. The discount code is often repeated from pop-up to subject line to email body to ensure readers know exactly how to redeem. Repetition is okay—as long as it doesn’t become cluttered. Pinpoint the most strategic places where your audience will most likely see and act on the code (i.e., the pop-up and inside the email body).

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What are the best cannabis email marketing practices to emulate?

Create a Clear Hook

Whether it’s 15% off or a compelling benefit, make sure the incentive is front and center.

Consider CTA Placement

A single, clear CTA can be more effective than multiple “click here” links. Direct your new subscribers to the next step you want them to take.

Be Strategic With Discount Placement

Mentioning the discount in the subject line can boost open rates, but don’t forget to also include it within the email content. People skim, and you don’t want them missing the key offer.

Proof Is in the Pudding

Social proof elements—such as testimonials or user ratings—can significantly increase trust, especially in hemp/CBD where consumer skepticism can be higher. If you have positive reviews, show them off.

Watch Your Inbox Deliverability

If you’re using certain keywords or your email structure might be triggering spam filters, you risk losing the welcome email entirely. Test your emails across different email clients (Gmail, Outlook, etc.) before a full send.

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Turning Observations into Action

Learning from these 20 brands can help you avoid common pitfalls and adopt best practices. But remember: no two brands are exactly alike. Consider your unique brand story, target audience, and product positioning. Test various approaches—from discount types to subject lines—to see what resonates best.

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How else can you improve the performance of your Welcome Flow?

Here are a few questions (and ideas) to make your welcome email strategy more robust:

How Does Your Brand Voice Shine Through?

Is the language in your Welcome Email consistent with your overall branding and tone of voice?

Could You Experiment with Different Incentives?

Not every brand needs to offer a straight discount. Does a bundle deal or free shipping resonate more with your audience? Do you have data on how different offers compare?

Are You Segmenting New Subscribers?

Are you treating all newcomers the same, or are you creating separate flows for different subscriber types (e.g., wholesale vs. retail or knowledge-seekers vs. first-time buyers)?

What Does Your Follow-Up Look Like?

Welcome Email 1 is only the beginning. How do you plan your subsequent emails to keep that momentum going?

Have You Optimized for Mobile?

Many subscribers open emails on their phones. Do you have examples or insights on how mobile-friendly design impacts conversions?

Could Social Proof Work Harder for You?

Testimonials and reviews are powerful. How can you seamlessly incorporate brand ambassadors, customer photos, or third-party endorsements if you have them?

Any Plans for A/B Testing?

Are you testing variations to improve continually, whether it’s subject lines, CTA copy, or a discount presentation?

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Final Thoughts

Your first Welcome Email is like a friendly knock on the subscriber’s door. Make it count by following the best practices we’ve discovered from analyzing 20 successful hemp/seltzer brands. Offer a compelling incentive, use clear CTAs, and reinforce trust. With a thoughtful approach, you’ll turn curiosity into clicks—and clicks into loyal customers.