Can Web3 Improve email KPIs?

Not often would I say I’m truly looking forward to a daily brand email, but thanks to #nike and their dotSWOOSH program I will be tomorrow and thanks to #starbucks I also will be on Wednesday. (I'm lucky enough to be part of each brand’s web3 beta program).

#web3 programs have the potential to enhance #emailmarketing planning and consumer dynamics. Yes, we need to drive sales with transactional CTAs but if we intersperse "value-exchange" emails, we might just lift key KPIs across all emails. I think it's worth a test.

Tomorrow’s email from Nike is akin to a new physical product drop. It now has the opportunity to better engage customers and fans not just leading up to The OF1 Collection First Access sale on 5/8/23, but going forward. Think more digital collectibles, access to experiences, token-gated content, and more. Emails I bet most would want to open. For Starbucks, I was able to purchase their first priced #nft . This time they are doing something just different enough to get me to not just open the email but click-through, i.e., providing a sneak preview of the benefits of ownership.

These two leaders are paving the way for brands and enterprises to explore and understand web3 loyalty. What might a brand think about and pay attention to relative to its own #loyaltyprogram?

1. Unlike traditional loyalty that relies primarily on transactional and promotional incentives, this next wave in tokenized loyalty leverages new capabilities Web3 delivers, centered around ownership, community, interoperability and the transferability of value, expanding rewards to incentivize behaviors that grow the brand and capture more first-party and zero-party data. Among other KPIs, the net effect could be more engagement and richer customer profiles and creating an opportunity to power more personalization across all marketing activities.

2. While all of this is exciting, we should also be analyzing if web3 loyalty is transformative Or will it ultimately be a feature set of an existing loyalty program?

Over the coming weeks, I will be sharing more thoughts on this topic. If you’re a brand that is interested in learning more about this web3 loyalty, please do connect.