Marketers live and die by communications.
We're constantly trying to communicate a message and get in front of our ideal audiences — whether that's through social media, email marketing, SMS, blogging, digital advertising, events, or now, directly in their customers' crypto wallets.
With a new communication channel, brands oftentimes need ideas and best practices for campaigns they should be running in that new medium and we have their back.
Wallet messaging is the newest marketing channel, built for brands to run web3 marketing campaigns like never before.
What is a wallet message?
A wallet message is simply a message that’s delivered directly to a crypto wallet address. If you want to learn more about wallet messaging as a technology, you should start here.
Customers receive these wallet messages in any interoperable wallet inbox. Holder Wallet Messaging is compatible with any XMPT-enabled app, such as Coinbase Wallet, Converse, Orb, Lenster, and many more.
How is wallet messaging different from traditional marketing channels?
For years, web3 brands have known who their customers are — because wallet addresses are publicly available on the blockchain — but brands never had a way to communicate with them.
Wallet messaging creates an avenue for brands to finally reach their web3 customers.
When messaging a wallet address, you have the ability to hyper-personalize the message based on their actual transaction history and purchase data. This leads to better consumer experiences and ownership. It's also a way to allow consumers to be pseudonymous and engage with your brand on their own terms.
Web3 consumers also tend to be more digitally-native, younger generations, so it's easier to reach those populations with wallet messaging.
With precise consumer targeting, wallet messaging enables brands to better understand their customers and alter marketing campaigns that cater directly to the customer.
Let’s jump into a handful of campaigns you could start leveraging today.
Wallet Messaging Campaign Ideas
1. Wallet newsletters
Wallet newsletters are an effective way to level up your brand communication.
Your audience is valuable and it’s important to foster a relationship with them. When brands keep their customers updated, they are more likely to stay invested in the business’ mission — whether your audience directly converts to a lead or indirectly engages with your posts on social, they are raising your brand awareness.
When creating a wallet newsletter, make it engaging. Keep your customer's attention by promoting new products, providing updates on successful brand advances, and linking your blog for them to interact with.
Use case: Holder was one of the first web3 businesses to implement wallet newsletters, enhancing our overall marketing strategy.
We keep our messages precise, friendly, and engaging. Don’t miss out on all the fun, sign-up to receive our next newsletter!
2. Automated alerts
As your audience grows, it’ll be increasingly difficult to track who should be receiving what message. Save yourself from all the trouble by using web3 marketing automation tools.
With marketing automation, brands have the power to reach customers with the right message at the right time by setting up triggers and filters. Once the triggers are set and filtered, brands can write their pre-made messages.
Use case 1: Like traditional marketing strategies, it’s imperative that brands make their new customers feel welcomed and wanted. It’s easy to thank customers for joining your community or making a purchase with automation.
Use case 2: Automate triggers and filters that send out exclusive offers based on an action they take with their wallet (like selling an NFT).
Setting up an automated message doesn't have to be complicated — a campaign can be as simple as sending a promotional code to loyal customers. This can be done by setting the trigger to send an exclusive offer to any customer that holds five or more of your NFTs.
By setting up an automated alert, you will encourage more sales while making your customers feel valued and appreciated.
Use case 3: Automate mint alerts to your subscribers. By sending out alerts, you can inform your audience when specific mints are live, when minting thresholds have been met, and much more.
3. Event reminders
Life is busy and things are easy to forget. Brands can use wallet messaging to send reminders regarding events and appointments.
Use case: If your company is hosting or speaking at an event, you should be encouraging your audience to buy a ticket.
Compose a wallet message that explains what the event is, where it’s at, and when it is. Make sure you include a CTA to buy the ticket and include a live link that directs them to the ticket sign-up.
Use case: As we mentioned before, reminders are helpful!
If your customer is registered to attend an event, automate an alert that reminds them of the date and time of the event. Include that you are excited to see them and tell them where they can connect with you at the event.
Use case: A day before the event, as a final event reminder, provide value to your customers. Traveling to an event or conference can be stressful.
Ease their nerves by including basic information like the venue address, where to park, and how much parking costs.
Simple messages like these demonstrate to the customer that your brand cares about them.
You could also use a web3 form builder like Holder Forms to collect event registrations.
4. Q&A conversations
Wallet messages can be a two-way conversation, so be sure to find ways to engage with your audience! Let them know it is an actual human on the other end messaging them, not a robot.
Run a campaign that allows your customers to get to know your brand better. Host a Q&A or AMA (ask me anything) event or campaign.
Use case: Host a Q&A campaign to drive engagement between your brand and your customers. Encourage your customers to send questions over wallet messaging so they can better get to know your brand, mission, products, etc.
Have fun with this campaign and respond in a timely manner to the questions you receive.
5. Customer feedback surveys
Automatically collect specific product feedback from customers. Send out automated messages that gather data in the form of NPS (Net Promoter Score) surveys or CSAT (Customer Satisfaction) scores.
Use case: Ask your customers questions that require responses after they have made a purchase from you.
Try learning more about what they think about their purchase if they have any questions regarding the product/service, and if they are satisfied with your team’s customer success.
Before you launch a wallet messaging campaign, be sure to implement the 6 best practices of wallet messaging! Keep up with more tips and tricks from the wallet messaging blog series found in the Holder Library. Check back with us in the future as we start to collect and share some of our personal favorite wallet messaging campaigns in our own wallet messaging swipe file.
Next in the series, we will be explaining why branded ENS domains are important for wallet messaging campaigns and how to set up an ENS domain.