From First Click to Cult Following: Flows That Build Community

Kush Queen is a cultural force in the cannabis and wellness world — a brand born from community, innovation, and a commitment to representation. Founded by industry pioneer and influencer Olivia Alexander, the brand redefined cannabis lifestyle products by fusing cutting-edge formulations with inclusive, wellness-first values. As Kush Queen scaled its presence both in dispensaries and through e-commerce, it faced a common challenge: how to translate its vibrant brand universe and product diversity into a personalized, retention-driven customer journey. Despite strong social proof and product excellence, their email infrastructure wasn’t fully harnessing opportunities for education, engagement, and repeat purchases.

We developed a comprehensive flow architecture designed to immerse customers in the Kush Queen ecosystem. At its core was a storytelling-led strategy that combined education, community, and product discovery. First, we created onboarding sequences that welcomed new customers into the world of Kush Queen — spotlighting the brand’s origin, innovation in topicals, and cultural impact. We then layered in dynamic flows that responded to purchase behavior, browsing history, and engagement levels. From “how-to-use” content for bath bombs and topicals, to cross-category education around minor cannabinoids and skincare, each message was built to deepen understanding and build trust. Using segmentation and A/B testing, we further optimized for tone, content, and cadence — ensuring high engagement without overwhelming the audience.

The impact was immediate and profound: flow revenue increased by 97%. Customers were not only spending more — they were returning more often, interacting with more product categories, and engaging with the brand on a deeper level. Recurring purchase rates climbed, and Kush Queen’s email program became a key driver of sustained growth. By inviting customers into the brand’s story and empowering them with knowledge, Kush Queen turned casual shoppers into loyal community members — all while preserving its bold, unapologetic voice in the cannabis space.