The Community Owes Nothing to the Company

In Web3, the concept of community has been redefined — and not always for the better. Too often, companies lump together investors, early adopters, airdrop hunters, marketers, and potential buyers under one umbrella, failing to recognize their distinct needs and motivations.

This misunderstanding leads to ineffective marketing strategies. Companies focus on “What can we take?” rather than “What can we give?” Every announcement, product feature, and partnership is crafted to extract value instead of delivering it.

The Web3 Marketing Cycle of Extraction

Many Web3 companies rush to Telegram, Discord, and Twitter to push:

• The next token launch
• The next NFT drop
• The next big partnership

Why? Because launching a token or NFT offers immediate liquidity, allowing companies to tap into retail investors’ money before delivering real value.

The Problem With This Approach

• No effort goes into building an engaged audience that benefits first.
• No education, lead nurturing, or long-term value creation takes place.
• Web3 has forgotten the fundamentals of marketing and community building.

Projects that aggressively push high-ticket sales ($100+ products) without proper engagement see declining open rates, click-through rates, conversions, and a sharp increase in unsubscribes, mutes, and unfollows.

Back to the Basics: Value First

For Web3 marketing to thrive, companies must return to the core principles of audience engagement. Instead of asking, “What can we take?”, the question should be “How can we serve our community?”

Companies That Provided Value First

Successful Web2 companies mastered this approach by delivering value before monetizing:

• Amazon — Started by offering affordable books and fast shipping, then expanded into a global marketplace.
• Google — Provided free access to information before monetizing through ads.
• YouTube — Allowed users to upload and consume content for free, then introduced revenue-sharing models.

Email Marketing Basics for Community Building

A sustainable Web3 brand should implement proven email marketing strategies:

• Lead Nurturing — Guide potential users through an educational journey rather than forcing an immediate sale. Email sequences should highlight benefits, use cases, and community success stories.
• Automations — Segment audiences based on engagement levels and behavior to deliver hyper-relevant content. Use automated workflows to onboard new users, re-engage inactive subscribers, and personalize content.
  
  

• Value-First Approach — Deliver industry insights, educational resources, and exclusive reports before asking for conversions.
• Consistent Communication — Build trust by maintaining a steady content cadence while avoiding spam-like behavior.
• Personalization — Use subscriber data to tailor content, making users feel understood and valued.
• A/B Testing & Analytics — Continuously optimize email performance by testing subject lines, CTAs, and design elements.

The Secret Sauce? Deliver Value First

The real secret to sustainable growth isn’t a mystery — it’s hard work. Many companies avoid it because it requires time, effort, and strategic thinking. But the brands that prioritize value creation always see long-term success.

Web2 Companies That Focused on Value and Won

These companies built their empires by serving their audience first:

EtherMail is Here to Help

At EtherMail, we specialize in helping Web3 brands build engaged, loyal communities through strategic email marketing. Our Engagement Booster ensures your project nurtures real relationships instead of relying on short-term hype.

Our Customer Success Team is here to help you craft a tailored strategy that fits your project’s unique needs. We’ll work with you to develop a community-building plan that maximizes engagement, retention, and conversions.

🚀 Let’s redefine Web3 marketing together. Book a call today.