6 best email tools for Web3 brands to help speed growth
So I've been writing for a while on the need for Web3 brands to adopt email marketing into their growth plans.
Without reiterating points we've made in other pieces on email marketing, there's a far larger audience of people with email addresses, email ROI is still the highest of any channel, and email is still the preferred medium for Web 2.0 people. If we want to onboard them we have to meet them where they are.
This is a list of the best Web3 email marketing tools. Before we get onto that I want to address one little point.
What do we mean by Web3 email marketing?
So there are a lot of Web3 native messaging tools that are mimicking email functionality but using crypto wallets as the address.
These are great. And likely the future of Web3 comms.
But they're not yet the replacement for email. Why?
Well, as mentioned above there are far more email user than Web3 wallets.
Also, these platforms are earlier in their development cycle which means that they often don't have the bulk sending and automation features of an established ESP. Thats going to make it harder to send things like automated sales sequences triggered when a subscriber hits a certain engagement threshold.
The below are more traditional email services which are Web3 friendly. You shouldn't use these as a replacement for the messaging services, but in tandem with them to get the best results.
Now, let's get onto the list.
The best email marketing tools for Web3 brands
I've provided a number of potentials for you to go through below and also a recommendation on who they might be best for.
Best for detailed automation
Activecampaign has been a major player in the email automation world for a long time now.
And for good reason. they have some really incredible automation services available.
It offers a range of features such as email marketing, marketing automation, sales automation, CRM integration, and more. Its kind of a jack of all trades for messaging and automation.
To add to this, Activecampaign provides detailed analytics and reporting, allowing businesses to track the performance of their campaigns and make data-driven decisions. This is a solid choice for anyone looking to set up a decent email marketing campaign.
The only issue is it's not Web3 native. However, you should be able to get around this with their custom triggers and Zapier integrations.
- ActiveCampaign offers a wide range of automation features, making it easier to create personalized and targeted campaigns.
- The platform provides detailed analytics and reporting, allowing you to track the performance of your campaigns and make data-driven decisions.
- ActiveCampaign integrates with a variety of other tools and platforms, including e-commerce platforms, CRM systems, and social media platforms.
- The platform offers excellent customer support, including live chat, email support, and a comprehensive knowledge base.
- ActiveCampaign can be overwhelming for beginners due to its complex interface and features.
- It's not got direct integrations with Web3 services yet
- The UI is a little dated and can be frustrating
- The pricing plans can be expensive for small businesses and startups.
- Some users have reported issues with email deliverability and spam filters.
- Limited integrations compared to other marketing automation platforms.
Best for small creators who want control over their user relationships
ConvertKit is one of the favoured email services for small creators. A lot of email newsletters in the Web3 space tend to use something like Substack or Beehiv. If you are, I'd recommend using ConvertKit instead.
The fees with ConvertKit are more favourable to the creator and there's far more functionality in terms of automation.
If you're not a creator and looking for an easy-to-use email service to help you create welcome sequences, sales email series, or any other triggered sequences, ConvertKit will definitely help you with that.
- ConvertKit offers advanced email marketing automation features.
- It allows for easy segmentation and tagging of subscribers.
- The platform is user-friendly and provides helpful customer support.
- ConvertKit offers customizable opt-in forms and landing pages to increase email list growth.
- ConvertKit can be expensive for beginners or small businesses.
- The user interface can be confusing and overwhelming for some users.
- Limited design options for email templates and landing pages.
- No built-in A/B testing feature for email campaigns.
A "Web3 friendly" email service
Email Octopus is a lesser-known email service provider but they promote themselves as being Web3 friendly.
It doesn't;t appear that they offer a specific level of functionality that includes things like on-chain analytics or engagements. However, if there's a service that looks likely to integrate this in the future, it'll be the service promoting themselves as Web3 friendly.
This might be a good choice for those looking to "future proof" their email marketing approaches to include more on-chain elements.
Pros of Email Octopus
- Affordable pricing plans compared to other email marketing platforms.
- Easy-to-use interface and email editor.
- Integration with other platforms such as Shopify, WordPress, and Zapier.
- Advanced features such as A/B testing, segmentation, and automation.
Cons of Email Octopus
- Limited customization options for email templates.
- Some users report issues with deliverability and email bounces.
- Limited integrations with other marketing tools.
- No built-in A/B testing functionality.
Best for large brands who need detailed segmentation
HubSpot is the big boi in the marketing world. they have a full stack of tools to help you improve your marketing.
HubSpot's email marketing tool is an all-in-one solution that helps create, manage, and track email campaigns.
It offers a user-friendly interface that allows users to easily design and customize emails, segment their email lists, and automate email workflows. The tool also integrates seamlessly with other HubSpot products, such as their CRM and marketing automation software, providing a comprehensive solution for businesses looking to streamline their marketing efforts.
There isn't, as yet, any direct Web3 integrations, but they do sync with Zapier which could be a way around this.
- HubSpot email service allows for easy creation and management of email campaigns.
- The platform offers detailed analytics and reporting to track email performance.
- HubSpot integrates with other marketing tools, such as CRM systems, to streamline workflows.
- The service includes email personalization and segmentation options for targeted messaging.
- Limited email template customization options.
- Limited A/B testing options for email campaigns.
- High pricing for larger email lists.
- Some users have reported issues with email deliverability.
An easy to use email marketing tool
Mailerlite is a popular tool as it's super easy to use.
It offers a user-friendly interface with a drag-and-drop editor, making it easy to design and customize emails without any coding skills.
You've also got access to all the normal automation features, such as triggered emails and autoresponders, to streamline communication with subscribers. Additionally, it offers advanced analytics to track the performance of campaigns and make data-driven decisions.
Again, there are no direct Web3 integrations, however, Zapier once again comes to the rescue.
- Mailerlite offers a free plan for users with under 1,000 subscribers.
- The platform offers a drag-and-drop editor for easy email creation.
- Mailerlite has advanced automation features, including drip campaigns and segmentation.
- The platform offers A/B testing for subject lines, content, and send times.
- Limited automation capabilities compared to other email marketing platforms.
- Limited integrations with other apps and services.
- Limited design options for email templates.
- No phone support available for customer service.
Why bother with email marketing in Web3
A lot of people don't think email marketing has a place in Web3. Primarily because people sync to dApps with their wallet and, as mentioned at the start of this piece, there are wallet to wallet comms tools.
I've explained in other pieces why this is a bad view to take, and I'll summarise it again here.
There are far fewer crypto wallets to message than email addresses. And if we want to onboard more Web 2.0 people, we need to meet them where they are, and that's in email.
You should also never fully rely on one communication channel.
A lot of people won't see your wallet comms, much like many people won't see your emails.
By leveraging both channels (even if they use the same message), you increase your chances of getting seen and hitting your growth goals.
How to choose the best email marketing service for your Web3 project
While not an exhaustive list, below are some of the key points you want to address when choosing the best email marketing service for your Web3 project.
1. Consider the Features and Tools Offered.
Someone running a newsletter is going to have far different needs to someone growing an information based brand in Web3.
One needs an easy-to-use drag-and-drop builder to help them build an email talking about Bitcoin's latest movements and regulations on blockchain tech.
The other needs something that allows for the creation and optimisation of several automated sequences.
Make sure you choose a service that addresses your specific needs.
2. Evaluate the Ease of Use and User Experience.
Web3 has a huge problem with usability.
A lot of our dApps and projects are far too complex for the average person to use. And that also translates to the teams growing these projects.
Time is wasted trying to figure out how to translate complex features into workable systems and an easy-to-navigate UX.
Thankfully email is pretty simple by comparison, but you still want a service that's as idiot-proof and easy to use as possible.
3. Check for Integration with Other Tools and Platforms.
This is one of the big issues with emailing in Web3. There are no tools that - as yet - have native integration with blockchain elements.
But nothing that allows for large-scale automated and triggered messages.
We're gonna have to rely on a duct tape approach for now, so make sure the service integrates with Zapier and you can sync the other side of the Zap to your own tool.
4. Review the Pricing Plans and Options.
Let's not overcomplicate this.
Choose a tool that fits your budget.
More importantly, find one that doesn't have an insane increase from basic tier to the pro tier. Last thing you need is to sign up for one tool now and have the price skyrocket when you hit 5000 subscribers.
5. Check for Customer Support and Resources
Something will go wrong at some point. So just make sure that they have the relevant and helpful customer service channels you need to get the issue solved quickly.
Good luck choosing your next Web3 email service provider!
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