Introduction: The Loyalty Channel Showdown
In 2025, cannabis retailers are prioritizing direct customer engagement like never before. Loyalty programs are a key part of that and the way you deliver loyalty makes all the difference.
For years, email has been the go-to tool for loyalty updates. But now, wallet-based loyalty passes are changing the game. If you’re still relying on emails to drive retention, it might be time to reconsider.
Let’s compare Email vs Wallet Loyalty and see which drives better engagement, retention, and ROI for dispensaries.
Email Loyalty: Pros & Pitfalls
Strengths:
Ubiquitous: Everyone has an email address
Budget-friendly: Low cost per send
Easy to automate with marketing tools like Klaviyo or Mailchimp
Can support longer content like reward breakdowns, promo calendars, etc.
Weaknesses:
Low open rates: The average retail email open rate is ~15–20%
Cluttered inboxes: Cannabis retailers compete with hundreds of other brands
Limited real-time visibility: No lock-screen presence
Spam risk: Easily missed, filtered, or unsubscribed
In cannabis, where SMS regulations and marketing compliance are already tight, email often underperforms when immediacy and visibility are key.
Wallet Loyalty: The Mobile-First Alternative
Wallet-based loyalty lets you issue digital loyalty cards that live in a customer's Apple Wallet or Google Wallet—with real-time updates, lock-screen presence, and no app downloads.
Strengths:
Visible on lock screens: Instant customer access
2–5x higher open rates than email
Push notifications directly from the wallet pass
Automatic updates with rewards, tiers, and promos
No inbox clutter or spam filters
Frictionless setup: No email login or app download required
Weaknesses:
Limited space for long-form content
Requires wallet compatibility (Apple or Google)
May need email/SMS to initially distribute passes (but only once!)
Head-to-Head Comparison
Feature | Email Loyalty | Wallet Loyalty |
|---|---|---|
Open Rate | ~15–20% | ~60–80% |
Setup Required | Signup, email delivery | One-tap add to wallet |
Visibility | Inbox only | Lock screen & wallet |
Update Speed | Manual campaigns | Instant, real-time |
Regulatory Compliance | Moderate risk | Low (no SMS/email required) |
Best For | Newsletters, promos | Fast loyalty delivery |
Why Wallet Loyalty Is Winning in 2025
Retail is moving toward instant, native mobile experiences and wallets deliver exactly that. They live where customers live: on the front of their phones, not buried in emails.
With Sticky Cards, wallet loyalty becomes:
Easy to add with just a QR scan or a link tap.
Push-enabled without SMS fees
Integrated with POS systems like Flowhub, Dutchie, TechPOS & more
You don’t need to choose one or the other - but if you're investing in long-term engagement, wallet loyalty should be your foundation.
Final Thoughts
Email still has value. But for high-engagement loyalty that performs right out of the box, wallet-based loyalty is leading the pack.
Combine the two strategically: use email to introduce your loyalty program, then let wallet passes take over for the real-time, high-impact engagement that today’s cannabis customers expect.
