Gerald Heydenreich - Why Email Ads Will Kick Social Media Ads’ Ass in Web3
1. Email Reigns Supreme for Advertising
Gerald emphasized that, despite the popularity of social media platforms, email remains a powerful tool for advertising. With 4.3 billion users globally, email boasts an average open rate of 20%, compared to social media platforms, which often have engagement rates as low as 2%. Gerald's experience running an email-focused business that generated $150 million in revenue highlights the effectiveness of email marketing when executed correctly.
2. Viral Content is Rare in Social Media
According to Gerald, the notion of content going viral is vastly exaggerated—he pointed out that fewer than 0.1% of posts on platforms like Twitter actually reach viral status. This starkly contrasts with email's more reliable engagement, where 15-20% of emails sent can generate clicks. This insight underlines the need for brands to rethink their strategies and place more emphasis on email as a viable marketing channel.
3. Difficulties in Email Marketing Explained
Gerald articulated several challenges associated with email marketing, including the struggle to obtain quality email lists and the complexities of consent through opt-in mechanisms. He noted that many current email lists comprise addresses that have not explicitly agreed to receive promotional content, often leading to ineffective campaigns and increased spam, which illustrates the pressing need for improved practices in email list management.
4. Embracing Web3 for Email Evolution
Gerald advocated for leveraging Web3 technologies to revolutionize email. He proposed that in the future, emails could be integrated with digital wallets and enhanced with features that allow targeted advertising based on ownership of NFTs or tokens. This shift not only improves user engagement but also aligns messaging with consumer preferences more effectively, paving the way for a more personalized marketing approach.
5. The Wallet’s Role in the Future of Email
In Gerald's vision, a digital wallet will eventually replace traditional credit cards, acting as both a payment and communication channel. This transformation emphasizes the integration of email with wallet technology, facilitating one-step transactions directly through email interfaces. By enabling seamless interactions, this approach eliminates friction often associated with online purchases and marketing communications.
6. Personalized Marketing via Email Tokens
Gerald explored how future email communications could employ tokens linked to a user's digital identity or purchases, enhancing their personalization. For instance, if a customer has bought a specific product, they would receive tailored offers that reflect their past behaviors. This builds a bridge between customer data and personalized marketing, leading to higher conversion rates and enhanced customer satisfaction.
