How to Use Email Marketing for Web3 Onboarding & Retention
Web3 is built on decentralization, but ironically, many Web3 projects struggle with one of the most centralized tools—email marketing.
Why? Because Web3 founders assume that email is too Web2, and users will only engage through Discord, Telegram, or Twitter.
Here’s the reality:
- Email is still the highest-converting channel across industries.
- 77% of users prefer to get permission-based promotional messages via email rather than social media (HubSpot).
- Unlike Discord and Twitter, email is personal, direct, and has no algorithm interference.
For Web3 projects, a well-executed email marketing strategy can solve the biggest challenges: onboarding users, educating them, and keeping them engaged.
This guide will break down how to use email marketing for Web3 onboarding & retention, covering everything from best practices to case studies and automation strategies.
Why Email Marketing Works for Web3 Onboarding
Web3 onboarding is complicated. Users need to:
- Set up a wallet
- Buy crypto
- Understand staking, governance, or token mechanics
- Navigate gas fees and transaction confirmations
If you drop users into a Discord server and expect them to figure it all out on their own, they’ll churn before they even start.
Here’s why email should be your onboarding backbone:
1. Email Reduces Drop-off During Onboarding
Users sign up for your Web3 platform but don’t complete the next steps?
📩 Send an automated wallet setup guide.
📩 Follow up with a video walkthrough on how to buy tokens.
📩 Remind them to verify their wallet and claim rewards.
2. Email Is the Best Channel for Education
Web3 is complex. Your users need structured guidance.
- Send weekly tips on how to use your dApp.
- Provide case studies of how users are benefiting.
- Deliver step-by-step tutorials tailored to beginners vs. experienced users.
🔍 Case Study: Coinbase’s Email Strategy
Coinbase uses a structured email sequence to onboard new users, explaining:
- How to create an account
- How to buy their first crypto
- How to secure their wallet
- How to earn rewards through staking
This educational drip campaign turns hesitant users into confident investors.
3. Email Helps Build Community Beyond Discord & Twitter
Social media is noisy. Notifications get buried.
With email, you can:
- Send exclusive updates and product announcements.
- Reward early adopters with airdrop alerts.
- Run referral programs to drive organic growth.
Step 1: Building an Email List the Right Way
Unlike Web2, where companies easily collect user emails, Web3 users value privacy. They don’t want to hand over their personal data, and many prefer using wallet-based logins instead.
So, how do you build an email list in Web3 without violating user trust?
1. Make Email Collection Optional (But Valuable)
Many Web3 projects fail because they force users to provide an email upfront. This goes against the ethos of decentralization.
Instead, offer email sign-ups as an opt-in experience by providing real value:
- Exclusive access to insights or reports.
- Early access to beta features.
- Guides on using your platform effectively.
- Airdrop updates and token rewards.
2. Use Wallet-Based Email Collection
Projects like Ethereum Name Service (ENS) and Lens Protocol integrate wallet-based identities with email. Users can link an email without sacrificing privacy.
Tools like Ethereum Push Notification Service (EPNS) allow projects to send email notifications while preserving decentralization.
3. Leverage Community Growth for Emails
If your project has a Discord or Telegram group, encourage users to opt in for email updates. Frame it as a way to stay ahead of announcements and avoid missing out on important updates.
Step 2: Creating an Effective Web3 Email Onboarding Sequence
Once you have an email list, the next step is onboarding users effectively.
Many Web3 companies make the mistake of bombarding users with technical jargon in their emails. This is the fastest way to lose subscribers. Instead, use a structured onboarding sequence that educates, engages, and converts.
Email 1: The Welcome Email
The moment someone signs up, send an email that:
- Welcomes them to your platform.
- Sets expectations for what they will receive.
- Provides one simple next step (e.g., setting up a wallet, claiming an NFT, joining a community).
Example Subject Line: “Welcome to [Your Project]—Here’s Your First Step”
Key elements:
- Keep it short and friendly.
- Highlight the main benefit of your platform.
- Include a clear CTA (Call to Action).
Email 2: The Web3 Crash Course
Many users are new to Web3 and need guidance. This email should:
- Explain basic Web3 concepts in plain language.
- Provide links to beginner-friendly resources.
- Address common concerns (e.g., wallet security, gas fees).
Example Subject Line: “New to Web3? Start Here”
Key elements:
- Use storytelling to make Web3 relatable.
- Include FAQs to address hesitation.
- Embed a short video tutorial if possible.
Email 3: Setting Up a Wallet (With a Guide)
One of the biggest friction points in Web3 onboarding is setting up a wallet. Many users drop off at this stage.
This email should:
- Guide users step by step in setting up a wallet.
- Explain how to secure their seed phrase.
- Offer support (e.g., “Need help? Reply to this email.”)
Example Subject Line: “Your Web3 Wallet: A Step-by-Step Guide”
Email 4: First Interaction with Your Platform
Once the user has a wallet, get them to engage with your platform.
For example:
- If you run an NFT marketplace, encourage them to mint their first NFT.
- If you have a DeFi app, guide them through staking or swapping tokens.
Example Subject Line: “Ready for Your First Web3 Experience?”
Email 5: Social Proof & Community
Users trust platforms with active communities. Highlight:
- Success stories from real users.
- Your social media or Discord engagement.
- Testimonials from thought leaders in the space.
Example Subject Line: “Join 10,000+ Web3 Pioneers”
Step 3: Retention Emails to Keep Users Engaged
Web3 platforms struggle with retention because many users sign up but never return. Email can fix this by continuously providing value.
1. Weekly Digest Emails
Send a weekly update with:
- New features on your platform.
- Industry news that affects users.
- Upcoming events, AMAs, and token launches.
Example Subject Line: “This Week in Web3: What You Need to Know”
2. Behavioral Emails (Triggered by Actions)
Behavioral emails nudge users at the right time.
- If a user signed up but never connected their wallet → Send a reminder with an easy guide.
- If a user completed their first transaction → Send an email congratulating them and suggesting their next action.
- If a user hasn’t logged in for 30 days → Offer an incentive to return (e.g., bonus rewards, limited-time features).
Example Subject Line: “Forgot About Us? Here’s What You Missed”
3. Educational Series to Reduce Drop-offs
Many users leave Web3 because they don’t understand how things work. A mini email course can keep them engaged.
Example topics:
- “How to Avoid Scams in Web3”
- “How Smart Contracts Work (In Plain English)”
- “The Future of NFTs Beyond Art”
Keep these emails short, valuable, and actionable.
Step 4: Avoiding Common Web3 Email Marketing Mistakes
Web3 email marketing is different from Web2. Avoid these common pitfalls:
1. Sending Emails Without User Consent
Web3 users hate spam. If they didn’t opt in, don’t email them. This damages trust and gets your emails marked as spam.
2. Using Overly Technical Language
If your emails read like a whitepaper, users will ignore them. Write like a human, not a blockchain developer.
3. Ignoring Wallet-Based Messaging
Not every Web3 user checks their email. Use on-chain messaging solutions like Ethereum Push Notification Service (EPNS) to complement email marketing.
Step 5: Measuring Success & Optimizing Email Campaigns
To improve retention, you need to track what’s working.
Key email metrics:
- Open Rate (Average: 20-30% in Web3)
- Click-Through Rate (CTR) (Average: 5-10%)
- Conversion Rate (How many users take the desired action)
- Churn Rate (How many users unsubscribe)
A/B Testing for Optimization
Test different:
- Subject lines.
- Email lengths.
- Call-to-action placements.
Example:
- Email A: “Welcome to [Project Name]! Let’s Get Started”
- Email B: “Your Web3 Journey Begins—Here’s What to Expect”
Whichever gets more opens and clicks wins.
Final Thoughts: Email is Web3’s Secret Weapon
Web3 is built on decentralization, but that doesn’t mean you can’t use centralized communication methods like email to drive adoption and retention.
A well-crafted email strategy can guide users past Web3’s steep learning curve, keeping them engaged and active.
The key? Make it human. Make it valuable. Make it frictionless.
Because in Web3, the projects that win aren’t just the most innovative—they’re the ones that make onboarding effortless.
