Summary
The consensus is that using 'marijuana' in B2B cannabis industry email subject lines is a nuanced issue, heavily reliant on context, sender reputation, and audience. Some suggest that it's acceptable with best practices and an engaged audience, while others warn of potential spam triggers and the importance of compliance. Testing and monitoring are consistently recommended.
Key findings
- Reputation Matters: A strong sender reputation and following best practices can mitigate deliverability risks.
- Audience Awareness: Knowing your audience and their expectations is crucial; industry insiders may be more receptive.
- Testing is Key: A/B testing subject lines is essential to identify what resonates and avoids spam filters.
- Compliance is Essential: Following ESP policies, local regulations, and data protection laws is paramount.
- Holistic Approach: Focusing on the overall email stream and recipient engagement is more effective than avoiding individual 'trigger' words.
Key considerations
- ESP Guidelines: Review and adhere to the specific policies of your Email Service Provider (ESP).
- List Warming: Implement list warming strategies to establish a positive sending history.
- Monitoring Metrics: Actively monitor email engagement and deliverability metrics (open rates, bounce rates, spam complaints).
- Regulations & Legality: Ensure compliance with all applicable regulations related to cannabis marketing in relevant jurisdictions.
- Alternative Terms: Consider using alternative or euphemistic terms like 'cannabis' or 'THC' if concerned about triggering spam filters.
- Authentication: Make sure you are using SPF, DKIM and DMARC records to authenticate your sending domain
What email marketers say
14 marketer opinions
The safety of using the word 'marijuana' in email subject lines for B2B cannabis industry lists is nuanced. While some sources suggest it may not pose a significant risk if best practices are followed and the audience is accustomed to industry terms, others caution that it could trigger spam filters, particularly if the sender has a poor reputation or the content is unsolicited. Testing, list warming, and monitoring deliverability are frequently recommended.
Key opinions
- Sender Reputation: A solid sending reputation can mitigate risks associated with the word 'marijuana'.
- Audience Expectation: If the B2B list is familiar with cannabis-related terminology, the term may be more acceptable.
- Testing is Crucial: Testing subject lines with different variations is essential to determine what gets through spam filters.
- Alternative Terms: Consider using alternative terms like 'cannabis' or 'THC' to avoid potential spam triggers.
- Deliverability Concerns: Certain email providers are more likely to block certain terms based on historical scam traffic and their own internal risk systems
Key considerations
- ESP Policies: Check your Email Service Provider's (ESP) policies regarding cannabis-related content.
- List Warming: Warm up your list to establish a positive sender reputation.
- Engagement Monitoring: Closely monitor engagement metrics and deliverability to identify and address any issues.
- Legal Compliance: Ensure compliance with all applicable laws and regulations regarding cannabis marketing.
- Internal Testing: Always test on an internal test list prior to wide distribution to avoid any issues.
Marketer view
Marketer from Email Geeks recommends testing subject lines to an internal test list to check for any impact.
29 Jul 2023 - Email Geeks
Marketer view
Email marketer from Reddit explains that it depends on the ESP and the recipient's spam filter settings. They recommend testing subject lines with different variations to see what gets through.
9 Nov 2023 - Reddit
What the experts say
2 expert opinions
Experts suggest that the use of 'marijuana' in email subject lines isn't solely determined by the word itself, but rather by factors like relevance to the recipient, how the word is used, and overall email marketing practices. Successfully marketing cannabis products requires adherence to regulations, proper list and IP warming, and a holistic approach to the email stream.
Key opinions
- Relevance & Intent: The recipient's desire to receive the email is a crucial factor in deliverability.
- Holistic Approach: Focus on the entire email stream and marketing goals, not just individual trigger words.
- Industry Blocks: Marketing cannabis products can lead to blocks if not handled carefully.
Key considerations
- Regulations & Guidelines: Ensure compliance with all relevant regulations and guidelines.
- List/IP Warming: Properly warm up your email list and IP addresses before sending.
- Recipient Desire: Ensure that recipients have opted in and want to receive your emails.
Expert view
Expert from Spamresource explains they have seen many senders run into blocks when they start marketing Cannabis products. They explain that you should make sure you are following all regulations and guidelines, and to warm up your IP addresses correctly.
12 Mar 2025 - Spamresource
Expert view
Expert from Word to the Wise explains that the issue isn't the word marijuana itself, but how it is used, and whether the recipient wants the mail. She notes that marketers should be thinking about the mail stream as a whole to achieve marketing goals, not just the use of specific trigger words.
31 Dec 2024 - Word to the Wise
What the documentation says
5 technical articles
Email service documentation highlights the need for caution when using terms like 'marijuana' in email subject lines, particularly in regulated industries. While not explicitly banned, these terms may be subject to increased scrutiny and can impact deliverability. Compliance with local laws and regulations, adherence to platform-specific guidelines, authentication of emails, and maintaining a positive sender reputation are critical for ensuring successful delivery.
Key findings
- Increased Scrutiny: Certain industries and keywords are subject to higher scrutiny by ESPs.
- No Explicit Ban (Usually): Most major ESPs do not explicitly ban the term 'marijuana,' but advise caution.
- Policy Adherence: Following ESP's acceptable use policies is essential.
- Legal Compliance: Compliance with all applicable laws and regulations is mandatory.
Key considerations
- Content Guidelines: Review the specific content guidelines of your ESP.
- Local Regulations: Be aware of local regulations regarding cannabis marketing.
- Authentication: Properly authenticate your emails using SPF, DKIM, and DMARC records.
- Sender Reputation: Maintain a positive sender reputation by keeping spam rates low and engagement high.
- Engagement Monitoring: Monitor engagement and delivery metrics closely.
Technical article
Documentation from Google shares best practices for bulk email senders to avoid spam filters. They recommend authenticating emails, keeping spam rates low, and following their guidelines to maintain a positive sender reputation.
6 Sep 2022 - Google
Technical article
Documentation from SparkPost states that while they don't automatically block cannabis-related content, they require senders to comply with all applicable laws and regulations. Monitoring engagement and reputation is critical.
31 Aug 2023 - SparkPost
Are spam trigger word lists accurate and should I be concerned about them?
Are spam trigger word lists still relevant for email deliverability?
Are spam trigger words, PDF attachments, and links bad for email warm-up and deliverability?
How complex are inbox filters in determining email deliverability and placement?
What are spam trigger words and how do they impact email deliverability?
Will cannabis or alcohol related email content trigger spam filters?
