In today’s cannabis retail environment, birthday rewards have become one of the most effective loyalty touchpoints—and how customers receive those rewards matters just as much as what’s inside the offer. Dispensaries rely heavily on two channels to deliver birthday gifts: SMS and email. Each plays a very different role in the customer journey, and understanding the strengths of both helps explain why some birthday messages get opened instantly while others sit unread.
Tech-driven loyalty programs across the cannabis industry—whether powered by Alpine IQ, Dutchie, I Heart Jane, Springbig, or Blaze—continue to refine how dispensaries communicate with shoppers. But despite new tools, the core question stays the same: Should dispensaries send birthday rewards through text or email?
Why SMS Still Wins on Immediacy
SMS remains the dominant channel for birthday rewards because of one metric: open rates. Industry benchmarks from marketing research firms consistently show SMS open rates around 98%, with the majority being read within minutes. For dispensaries, that kind of speed matters. Birthday deals often rely on urgency—“Redeem within 48 hours” or “Show at checkout today”—so the message needs to land fast.
SMS also bypasses some of the friction email faces. There are no spam filters, promotions tabs, or formatting issues. When a dispensary sends a text through its marketing platform, the message lands directly on the customer’s lock screen. For tech-first retailers, this immediate visibility translates into higher redemption rates, especially in high-traffic markets like Las Vegas, Denver, Phoenix, and Miami, where tourist shoppers rely heavily on mobile devices.
The downside? SMS compliance is stricter. Cannabis retailers must follow CTIA guidelines, maintain opt-in records, and watch message frequency. Overuse can lead to carrier filtering or customer fatigue. That’s why most dispensaries limit texts to premium moments—like birthdays.
Where Email Still Outperforms SMS
While SMS brings speed, email brings depth. Birthday reward emails offer more space for storytelling, product recommendations, embedded menus, and personalized visuals. Many dispensaries use email to deliver a “birthday experience,” not just a code. That may include:
- links to curated birthday carts
- strain suggestions based on purchase history
- brand partnerships offering bonus points
- digital scratch-offs revealing a surprise gift
Email also allows dispensaries to run A/B tests, track click-through paths, and integrate more robust analytics. For multi-state operators, this data helps refine which birthday touchpoints convert across different markets.
Another advantage is longevity. SMS messages are quick hits, but emails remain searchable. Some customers scroll back days later to redeem their reward. Emails also perform better for customers who prefer low-noise communication, especially medical patients who want details before making a purchase.
The Best Dispensaries Use Both—But With Different Roles
The strongest cannabis loyalty ecosystems pair the two channels strategically:
- Email delivers the full birthday experience—graphics, product bundles, and deeper personalization.
- SMS delivers the nudge—a simple message reminding customers that their birthday reward is active.
This dual approach keeps tech stacks compliant, reduces text fatigue, and supports multiple customer preferences. It also increases redemption because customers see the reward more than once: first in their inbox, then on their phone.
So Which Is Better?
Neither wins outright. SMS is unbeatable for immediacy and visibility, while email dominates for detail and customization. Together, they create a frictionless path that makes customers feel remembered—and motivates them to walk through the door on their birthday.
In a digital-first cannabis market, that balance is exactly how dispensaries turn birthday gifts into loyalty that lasts all year.