How to create a welcome email sequence for Web3 brands
I'm amazed at the number of brands in Web3 that are completely overlooking email marketing.
Not only does email give you another channel to connect with your users, but it allows them to consume it on their time.
Which is great if you're talking about a complex issue or trying to tell them what it is you stand for.
I mean, how many messages in Discord and Telegram do you miss because replies bury the notification or message you wanted to read. Every day, right?
One of the best things you can do for your brand - Web3 or not - is to introduce a welcome email or sequence.
Here's a little information on why it's important and what you'll need to do.
What is a welcome email sequence?
Welcome emails or messages are incredibly important. They're one of the first instances where you can really explain what it is you do and why your user should care.
Sure, you can pop that on an "about" page, but here you're talking to someone that has already expressed a real interest in your brand. So you get the opportunity to go deeper.
Sending automated messages, you ensure that every subscriber has the same positive introduction to your brand, making them more likely to become loyal customers in the future.
You can also tweak them to direct your users to key actions you want them to take to further deepen their relationship with your brand.
Being automated, you can let these run and focus on bringing more people into your funnel to educa`te them on what it is your project is trying to achieve.
Is this a replacement for Discord?
Most Web3 brands default to using Discord for their customer comms. Which is fine, but Discord is anything but a perfect channel.
Email's not perfect either, and neither one is a replacement for the other.
In my opinion, Discord is great for cross community comms (letting members chat to each other) and real time comms.
The problem with Discord is that it gets very noisy and, because everyone can chime in, messages can be lost in the noise.
Email, on the other hand, doesn't suffer from such noise issues. It's better for notifications and private comms.
However, it doesn't allow users to talk to one another nor is it free.
If you want the best results from messaging your users, use both channels.
Email is better for letting people work through stuff in their own time. Discord is better for fast feedback loops and real time comms.
Wait, what about Web3 messaging services?
There are a lot of awesome Web3 messaging services that are coming up.
These platforms and tools allow you to send messages to user wallets. So you don't need an email address but you still have the ability to communicate in an email type approach.
The functionality with these is effectively the same as email marketing. And in time, I think that wallet based comms will become more important.
You can easily adapt the we;come sequence or onboarding flow you build to a messaging app.
However, for now I wouldn't completely ignore email. As we onboard more people from Web 2.0, they'll be the people more familiar with email. We have to meet them where they're comfortable first.
What's the goal of a welcome email sequence?
At a base level, the goal of a welcome message or email sequence is simply to better introduce your brand to new users.
But really, it's about capitalizing on a moment of high interest and keeping momentum going.
When a user decides to sign up for an email or opts-in to learn more about your brand, their intent and desire to learn more and engage with you is at its highest point.
You have to take this opportunity solidify their interest and really get them to buy in.
You've got this small window where they're incredibly interested and receptive to what you have to say. So make use of it to set a great example and build more desire for what you offer.
Here's a few tips on what you might want to include.
What should a Web3 welcome sequence include?
There is no one best welcome email or sequence. It really depends on your project and the way users will interact with it.
you've got to figure out what people need to feel like they can trust you and what the best next step for them is. That will dictate what you send in your welcome.
With that being said, there are a few key elements I would recommend you include in your welcome email or sequence.
1. More info about your brand
Someone has expressed an interest in what you're doing.
You could do what the vast majority of Web3 brands do and say "here's the Discord - figure it out", or you could spend a short amount of time explaining what it is you're trying to do with the brand.
In Web3, a lot of people follow and engage with projects because they believe in the project's mission and approach. With that in mind, I would make sure that your initial email explains...
- What you're trying to achieve and why
- The approach you're taking
- Anything about the team and how their experience makes this project
Give them what they need to know about what you're doing,. If your targeting is right, you'll turn the people who were interested in what you're doing into fans.
2. One key next step action (per email)
The welcome email itself is just the start. You don't just want to solidify the relationship and build a little buzz about your project in it, you also want to let the user know what the next best step for them to get deeper involved with your project is.
That could be something like...
- Join your Discord
- Get their first asset
- Follow on social
- A low risk offer
- A question
Or something else that helps them build a stronger relationship with your brand.
Now, I put in the header "per email" for those who are building a full email sequence. Each email needs to have only one key action.
Don't try to get your users to do more than one thing per email. It dikutes the message and makes it very difficult to know what you're optimising for.
3. Some form of offer (optional)
If you have a small, low-risk offer you could promote it in your welcome sequence.
Small and low-risk is different depending on the offer and the ideal audience, but we're usually talking about things like...
- A free trial
- A $0 - $100 purchase
- A low cost/free consultation/audit
Then you might want to take the opportunity to promote it at welcome.
This can be a great way to sort the serious buyers from those who need a little more nurturing before they're ready to buy.
4. A question
One of the things I often like to include in emails - welcome sequences or not - is some form of question.
Ask the user to hit reply and let you know their opinion.
This is great as it helps with a number of things.
- You get some feedback on your project or a question you want answers to
- Helps segment your most engaged and best users
- Helps your emails find the inbox as they're less likely to be believed as spam
The questions don't have to be anything too detailed.
You could simply ask what someone is working on, what they intend to use the project for, or what their opinion on a feature is.
These are the 4 things I will try and include in any form of welcome.
They're not "must haves", but they definitely help build better relationships and help you grow your project.
Should a welcome email be one email or a series?
How long should your welcome message be?
Well, it would be easy for me to say "3 emails" or something similar. I could simply pluck a number from the air and say "that's the one".
But I'd be lying to you.
There is no perfect number for your welcome message.
It really depends on what you want to achieve.
Sit down first and understand how invested your user is at this point.
Then ask what you want them to do. And separate from that list what you NEED them to do.
Optimize for the needs right now.
If there's no overlap between the needs, then they'll each need their own message and email.
If there's overlap, you should be able to bunch them together.
For example, if your needs are...
- Tell us what they like the most about the project
- Follow on Twitter
- Join Discord
- Check out our sale items
You could bunch 2 and 3 together as a "follow us on other platforms" message. 1 and 4 have no overlap so you're looking at 3 emails.
Simple as that.
Web3 welcome email sequence examples
I'll keep building this part out and updating as new and interesting welcome sequences come about.
Below I'll be adding a couple of interesting or well executed welcome sequences as an example of what you should be aiming for.
Jericho.gg welcome sequence
Jericho.gg is a community for Web3 founders.
You have to apply to become a member, and once you've made it through the application procewss you get a really simple single email.
What they do well
- It's super short and to the point
- Very clear in what you need to do to further engage
What could be improved
- A lot of actions for a single email
This really is a good opener for the Jericho community.
I'm nitpicking with it, but if I were to rework it I'd change it to a three email sequence.
The first would be for the first to actions of getting deeper into the community.
The second would be a summary of the video of what Jericho has to offer.
The third would be about the Lattice partnership.
This would give more information at each stage and you could take the time to answer more Qs.
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