Email vs Wallet Loyalty

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

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.