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How to build an email strategy for your Web3 business?

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Maryna Barysheva

COO

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Email marketing can sometimes get a bad rep. It can be seen as outdated and irrelevant compared to more modern marketing techniques. For crypto, NFT, and all things web 3.0 this reputation that email marketing has can be off-putting.  The truth of it is that email marketing is not outdated at all. According to Campaign Manager, IT/Tech/Software has an email open rate of 22.7% and a CTR of 2.0%. It presents a better ROI than any other marketing strategy. DeFi, Metaverse, NFTs, and play-to-earn blockchain games, can all benefit from including email marketing in promoting their project, but it should require a different approach than traditional email marketing.  In this article we’ll cover web3 email marketing specifics, and provide top email marketing strategies aimed at all things crypto, NFT, blockchain, and web 3.0.

Crypto email marketing campaign strategy specifics

Email marketing strategy for crypto has the goal to grow a user-base that learns about, trusts, and then engages more deeply with your brand. Crypto communication set apart from normal marketing outreach efforts. 

Here a few elements that differentiate blockchain digital marketing from traditional email marketing campaigns:

  • Fostering loyalty. Web3 projects often inspire a huge level of devotion among members of the community, requiring continued demonstration that you are in fact trustworthy and worth engaging with through professional communication. Combine fun info and images, interesting announcements, links to educational blogs and videos, and other updates to attract the right followers.
  • Complexity. A lot of crypto projects, especially ones that are developed to run over the long-term as part of Web3, will require a certain amount of background knowledge on the part of the reader. Explain things as clearly and concisely as possible.
  • Fostering loyalty. Web3 projects often inspire a huge level of devotion among members of the community, requiring continued demonstration that you are in fact trustworthy and worth engaging with through professional communication. Combine fun info and images, interesting announcements, links to educational blogs and videos, and other updates to attract the right followers.
  • Spam filter dangers. Another feature of crypto marketing is the need to bypass spam filters. Email services don’t know you or your project, and can therefore employ filters that are unfair to legitimate cryptocurrency projects. Explain your project clearly and sell it in a convincing way, while also making sure your emails get properly delivered.
  • Educational aspect. Crypto and crypto marketing are new industries that are constantly changing, so literacy in this area is low. Make sure your audience educates themselves in the context of your project for better determination of your project’s features and standing it out from the rest. 

Top email marketing strategies for your Web3 project

We’ve mentioned the impressive ROI that can be achieved through email marketing.So what successful steps of blockchain email marketing can you take to ensure your strategy works, beating out the competitors? 

Here are just a few key ideas that we have fine-tuned to drive great results for our Clients:

  • Finding the right email service provider. Find yourself a verified ESP. Check their acceptable use policy and guidelines to make sure that your Web3 brand will comply. You should also check the platform has all of the features you need to deliver a successful email marketing campaign.
  • Build don’t buy. Build your own list of email address with genuinely interested audiences, make sure you are gaining people’s consent to send them emails for Web 3.0 marketing. You can have a signup box to get your website visitors to subscribe, or add a signup form link on social or run giveaways on social media in return for subscribing.
  • Get the frequency right. Keep in touch with prospects in the first 2-4 weeks more regularly by sending welcome emails, introducing them to your Web3 brand, and how to navigate your website, etc. A good frequency for an email in the tech space is 1-2 a week, depending on what your blockchain digital marketing team can reasonably handle. 

Wrapping up

Email marketing has proven to be a great strategy for all industries, including tech and Web 3.0 space. By following these steps, you can create an effective email strategy for your Web3 business.  It’s important to remember that email marketing is a long-term strategy and that it takes time to see results. However, when done properly, it can be a powerful tool for reaching potential customers and building relationships with them.  Need help with a successful email marketing campaign for your Web3 business? Let’s talk!

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