Author
Learn how EtherMail’s wallet-native email campaigns help Web3 marketing teams move beyond surface-level engagement to deliver verified user participation and measurable platform activity.
Email Still Converts. Web3 Just Makes It Smarter.
For all the experimentation in growth tooling across Web3 over the past five years, one of the more curious trends has been the quiet abandonment of the single most effective performance marketing channel the internet has ever produced.
Email.
Across industries, email marketing continues to deliver the highest ROI of any owned channel, with widely cited benchmarks placing returns as high as $36 to $42 for every $1 spent. That performance differential exists because email reaches users in an environment they have explicitly opted into and in a format designed for considered rather than impulsive interaction.
In Web2 contexts, however, the effectiveness of email has historically been constrained by weak identity layers. Mailing lists degrade over time, segmentation becomes probabilistic, and message delivery is frequently divorced from any actionable user account or behavioral history.
Web3 changes that infrastructure entirely.
Wallet-linked identity allows communications to be delivered not to an assumed user profile, but to a persistent on-chain participant whose ability to transact, stake, vote or interact with a protocol exists at the point of message receipt. As Andreessen Horowitz have observed in their analysis of decentralized identity systems, engagement rates tied to wallet-native environments can increase participation by up to 42x when compared with anonymous Web2 channels.
When email is combined with wallet-based identity and tokenized attention models, the result is not simply improved open rates but a materially shorter path between communication and on-chain action.
Delivering Campaigns To Users Who Can Actually Act
EtherMail enables projects to reach opted-in Web3 users through wallet-native email campaigns delivered directly to inboxes associated with verified wallets rather than scraped mailing lists or anonymized third-party databases.
Campaign messages are sent exclusively to:
- -Verified wallet holders
- -Consent-based inboxes
- -Interest-aligned Web3 participants
This materially reduces the gap between message delivery and platform interaction because the recipient is already equipped to engage with your protocol or application the moment they receive the communication.
In practical terms, the campaign is not attempting to persuade an anonymous visitor to create an account or connect a wallet. It is reaching someone who has already demonstrated participation within the ecosystem and who can act immediately.
Campaign Outcomes In Practice
Published campaign data from EtherMail’s Advertising Platform case studies demonstrates measurable participation across onboarding and growth initiatives.
Milk Road Growth Campaign
A campaign delivered via EtherMail achieved:
- -34,300 emails opened
- -10,600 clicks
- -31 percent click-through rate
- -Over 4,000 user conversions
- -38 percent conversion rate
As noted by Milk Road’s Head of Sales, this represented:
“The best converting growth campaign we’ve done in the last 12 months.”
This is a considerable endorsement coming from the marketing geniuses at Milk Road, who have built out one of the largest Web3 newsletters, with over 300,000 subscribers receiving daily, witty, and concise insights on blockchain, crypto, and NFT news.
BetFury User Acquisition Campaign
In a separate onboarding campaign, BetFury achieved:
- -10,500 emails opened
- -6,000 clicks
- -61 percent click-through rate
- -586 verified conversions
- -9 percent conversion rate
MyPrize User Onboarding Campaign
Similarly, a MyPrize activation delivered:
- -28,300 emails opened
- -13,700 clicks
- -48.3 percent click-through rate
Why Wallet-Native Email Performs Differently
Traditional broadcast marketing still relies on identifying potential users through indirect signals such as browsing behavior or inferred interests, after which the conversion pathway typically requires several intermediate steps before any meaningful platform interaction can occur.
From a campaign execution standpoint, the difference is immediate.
If a recipient needs to create an account, verify an email address, connect a wallet, and then locate the relevant feature within the platform before taking action, each additional step becomes a point of drop-off. By the time the intended interaction is technically possible, the moment of intent has often passed.
When campaigns are delivered to verified wallet holders who have already opted in to ecosystem communications, the interaction layer is already in place. The recipient does not need to prepare in order to participate.
In practice, this allows us to evaluate performance based not on who saw the campaign, but on who subsequently staked, voted, deposited or transacted. As acquisition budgets come under increasing scrutiny for downstream behavioral impact rather than reach alone, that distinction becomes operationally significant.
Participation is no longer inferred. It can be observed.
