Is it safe to use the word 'marijuana' in email subject lines for B2B cannabis industry lists?
Michael Ko
Co-founder & CEO, Suped
Published 12 May 2025
Updated 16 Aug 2025
7 min read
The question of whether it is safe to use the word "marijuana" in B2B email subject lines for the cannabis industry is complex. It brings together email deliverability best practices, the nuances of industry-specific terminology, and the often-conflicting legal landscape surrounding cannabis.
The reality of email deliverability in this evolving sector requires a detailed look beyond just "spam trigger words" and into the broader context of sender reputation, audience expectations, and platform policies.
The nuances of industry terminology
When we talk about cannabis, the terminology itself can be a minefield. While "cannabis" is often considered the more scientifically accurate and politically neutral term, "marijuana" remains widely used, especially in certain legal and cultural contexts. The perception of these words can vary significantly among different audiences and, crucially, by email filtering systems.
Some legacy spam filters or stricter corporate email gateways might be hard-coded to flag terms historically associated with illicit activities. The word "marijuana" could inadvertently trigger such filters, even if your audience is within the legitimate B2B cannabis sector. This is less about the word itself being inherently "bad" and more about its historical baggage and how filtering algorithms have been trained over time.
However, for recipients already operating within the cannabis industry, these terms are part of their daily lexicon. Their email systems, or at least their personal inbox filters, might be more accustomed to receiving such language. This distinction is elaborated upon in discussions about how B2B email marketing differs for the cannabis industry. The key lies in knowing your audience and their specific email environment.
Sender reputation and consent are paramount
Consumer filters
Focus: Largely driven by sender reputation, engagement, and user complaints.
Word impact: Less sensitive to specific keywords if the sender has a good reputation and recipients actively engage.
Goal: Personal inbox protection from general spam and phishing.
Corporate filters
Focus: Often employ stricter, rule-based filtering, keyword lists, and content analysis.
Word impact: More likely to flag or quarantine emails based on specific words or phrases, even from legitimate senders.
Goal: Network security, compliance, and preventing sensitive content from entering corporate environments.
Ultimately, your ability to deliver emails, regardless of subject line content, hinges on your sender reputation. A strong reputation, built on consistent engagement, low complaint rates, and proper authentication (like SPF, DKIM, and DMARC), often outweighs the impact of specific keywords. If your domain and IP address are trusted, email service providers (ESPs) are more likely to deliver your messages.
For B2B lists in the cannabis industry, where recipients are expecting your content and have likely opted in, the risk is further reduced. If the list is small and "warmed," meaning recipients regularly open and interact with your emails, this positive engagement signals to ESPs that your content is desired, making them less likely to flag it as spam. This concept is explored in our guide on why your emails fail.
However, it's also important to acknowledge that some mainstream email platforms and ESPs might have their own internal policies regarding cannabis-related businesses, regardless of legality in specific states. This isn't always about the subject line, but about the industry itself. Always check your ESP's terms of service if you are in this space.
Mitigating the risk of blocklisting
Key deliverability strategies
Maintain: a strong sender reputation through consistent positive engagement.
While direct keyword filtering by major consumer email providers like Yahoo is less common today compared to the overall sender reputation, using certain words can still contribute to a cumulative spam score. This is especially true for words that have been historically abused by spammers, a topic discussed in whether spam trigger words are still relevant. When it comes to the term "marijuana," its association with illicit markets in some regions could still trigger flags in less sophisticated or custom corporate filters.
If your emails start getting flagged, it could lead to your domain or IP address being added to an email blocklist (or blacklist). This is a serious issue that can severely impact your deliverability across all your campaigns. Understanding what happens when your domain is on an email blacklist is crucial for any sender.
Instead of focusing solely on avoiding a single word, think about the broader context of your email. Is it providing value to the recipient? Is it clearly B2B communication to an opted-in audience? For industries like cannabis, which are still navigating complex legal and social landscapes, a holistic approach to deliverability is always safer.
Navigating regulatory and platform complexities
Term
Perception/Context
Deliverability Impact for B2B Lists
Marijuana
Historically associated with illicit use. Still carries some stigma due to federal illegality in the US.
Moderate risk for general audiences or if sender reputation is low. Lower risk for warmed, B2B cannabis industry lists due to audience expectation and content relevance.
Cannabis
Scientifically accurate, politically neutral, and widely accepted within the legitimate industry. Many resources, like Cannabis Marketing School, advocate its use.
Generally lower risk. Preferred term for professional B2B communications within the industry.
THC
Specific chemical compound. Technical and industry-specific.
Low risk for B2B. Indicates specialized knowledge and targets a specific industry segment.
The cannabis industry operates under a unique set of federal and state regulations, which often conflict. While some states have legalized cannabis for medical or recreational use, it remains federally illegal in the United States. This duality complicates marketing efforts, including email, as discussed in detail regarding cannabis or alcohol related email content. This patchwork of laws means that what's permissible in one state might not be in another, and mainstream platforms (including some email service providers) may err on the side of caution due to federal guidelines or their own corporate policies.
Beyond the explicit word choice, the overall content and intent of your email must also align with compliance standards. Cannabis email marketing must comply with strict regulations, including age verification and recipient consent. Failure to adhere to these can lead to penalties or even account suspension by your ESP.
My advice is always to prioritize compliance and a strong sender identity. The legal and regulatory landscape is continuously evolving, and staying informed is crucial. While a single word like "marijuana" might not be the sole determinant of deliverability, it's part of a larger content strategy that needs to be carefully managed to ensure your messages reach their intended B2B recipients.
Views from the trenches
Best practices
Always prioritize a strong sending reputation to ensure email deliverability.
Consent-based email lists, even small and warmed ones, significantly reduce the risk of emails going to spam.
Test your subject lines with an internal list to gauge potential impact before a broad send.
Understand your email service provider's policies on cannabis-related content.
Common pitfalls
Over-reliance on "spam trigger word" lists without considering sender reputation.
Not verifying recipient consent for B2B lists, which can lead to complaints.
Failing to account for stricter corporate email filters compared to consumer ones.
Changing ESPs frequently due to policy changes without a proper migration strategy.
Expert tips
Consider using alternative, more neutral terminology like "cannabis" or "THC" when appropriate, especially for broader audiences.
Focus on providing clear value in your email content to maintain high engagement rates.
Actively monitor your email deliverability metrics and feedback loops for early warning signs.
Ensure your email content aligns with the legal and regulatory framework of your target audience's location.
Expert view
Expert from Email Geeks says: If senders follow best practices and have a solid sending reputation, they generally should not encounter issues when using industry-specific terms in B2B emails.
2022-05-27 - Email Geeks
Marketer view
Marketer from Email Geeks says: For B2B audiences already involved in the cannabis industry, using terms like 'marijuana' likely poses minimal risk because the audience expects such content.
2022-05-27 - Email Geeks
Conclusion: Balancing terminology and deliverability
Ultimately, the safety of using "marijuana" in B2B email subject lines for the cannabis industry is not a simple yes or no answer. It depends heavily on the context, your specific audience, and, most importantly, the overall health of your email program and sender reputation. While "cannabis" might be a safer and more widely accepted term for general marketing, "marijuana" can be acceptable for targeted B2B lists that are already immersed in the industry and expecting such content.
Focusing on building and maintaining a strong sender reputation, ensuring genuine consent from your recipients, and adhering to all applicable regulations will always be your most effective strategies for achieving excellent email deliverability, regardless of the specific words you choose. For a deeper dive into overall deliverability challenges, consider our guide on what words and practices should be avoided in email subject lines.
Yahoo is less common today compared to the overall sender reputation, using certain words can still contribute to a cumulative spam score. This is especially true for words that have been historically abused by spammers, a topic discussed in whether spam trigger words are still relevant. When it comes to the term "marijuana," its association with illicit markets in some regions could still trigger flags in less sophisticated or custom corporate filters.
