Why Email Ads Will Kick Social Media Ads' Ass in Web3 - TOKEN2049 Dubai 2024

yeah hi everybody my name is Gerald heidenrich I've been an entrepreneur for the last 15 years actually and actually I had a company at one point where we had about 10 million users and we were sending 10 million emails per day we sold the business in 2011 to Amazon but I I'd say I learned a thing or two about email and why email is actually a great way of how to reach best your users so big surprise for you perhaps but having 2,000 email people or lists on your subcribers is not the same thing as having 2,000 people on Facebook because Facebook of course throttles of who actually sees what you're doing and in essence about only 6% to 2% of the people who reach who you're trying to reach on social media really see your message unless you're paying them every time you want them to see your message completely different of course in email because you send an email and 100% of the people have the chance to see it so that of course means that um eventually the opening rates are actually completely different in email versus social media so social media has open open rates and read of about 1% Facebook and so on butas email basically has a staggering 4% um of opening H click rate so it's a very different way of how you can basally reach your users and that's exactly why email marketing actually is one of those mechanisms which really really work so small spoiler aler we are doing a web three email solution we have actually opening rates of 30% so 10% of what you would see in traditional email marketing so email gives you the biggest bang for The Bu um about every dollar what you invest get $40 back but there's of course a big problem because email marketing is not very easily e accepted even though it's the biggest Market in the world 4.3 billion people in the world use email it's the second biggest Communication channel on Earth after the telephone base basically and everybody has an email so who doesn't have an email here oh there you go everybody has an email and every company in the world is using email to register and on and basically interact with their customers so it's there and it's growing every day even though um uh of course there's other and new channels available so the the question is now so if email is this biggest and it's why it's really if it's why it's working really really well why is it not much more used actually and why are companies channeling a big majority of their budget in social media and not really email marketing and how can potentially the blockchain and web 3 solve this dilemma so number one um I don't know how you know how email lists today are generated but very typically email lists are generated through games and you have these little boxes and saying yeah I also accept to receive these emails and then you get the Spam stuff so very often email marketing is considered as something which is not very intrusive to my inbox people just sending me stuff all the time and I don't really want that so that's of course why it's a negative image because people really never really opted into it even in a small print you actually did opt in probably at one point in time but it has a very negative impact and really the people who are kind of your Gatekeepers other Gmail other aols other I and I and so on who basically ensure or basically Define of what really reaches your inbox and very often also you might want to get something which you don't get because it's actually blocked by the big providers in this space number one so difficult to really Reach people and really have a big audience basically number two in social media you essentially have a lot of possibilities of targeting right I can drill down and say I want to have this user in this country for example with this social profile so there's a very detailed social graph because I've known and basically generated all this data in email you don't really because in email it's kind of a black box you're sending stuff to all kind of people with a shotgun and you're hoping that somebody is going to react even with a shotgun it works right so imagine what would happen if I would know that you are interested in in in in in sports watches for example and luxury cars that can Target you specifically today I don't know it but if I would basically send that email to you as a great offer very likely you would react probably but today you just get part of my language right so essentially you get nonrelevant emails and that's the big problem today so targeting basically number three is actually getting worse and worse and worse so in social media you have all this third party information what you're generating basically so Facebook login Google login wherever you are logging in with your Facebook or your gmail profile they are collecting your data bring it back home into the Gmail or or Facebook Enterprise World basically and then enrich that data of course in email marketing it's super difficult because essentially the only thing what's there is cookies right because cookies essentially is the way of how you generate and get data about users who have visited your website and you know cookies are going to get more and more difficult Google is going it down and down and down so it's going to be even more and more difficult in the future to really get people's data and understand what they are doing and and really do Email tracking on this so the question why is web3 email a very interesting way of how to get out of it so about two and a half years ago we started to think about so what would happen if you enhance the email and bring it over into web 3 so essentially we what we did is we said let's combine a wallet address with an email so it's your wallet address at e mail. essentially okay it's a standard email address it can be received by any email client it doesn't sit on the blockchain but of course uses encryption and login with your wallet and order to access this basic what happens is all of a sudden that email becomes something super super powerful today it's just a communication layer okay I send you an email and then that's it basically but with this thing all of a sudden there's payment in there there is encryption there and there's identification what do I mean with this take the example here on the left side of a normal process today of receiving an email okay so you receive the email basically and then you open up the email you get an offer for I don't know a t-shirt or something like this from Amazon you click on it I go on the web uh I put it into my shopping basket and after a lengthy process of between 10 and 12 steps and depending on the payment mechanism I've had I had to confirm it on my phone and everything you eventually land in buying something so conversion steps are very long breakup periods are very very long essentially so you have a big funnel where you start here with 100 people potentially and you end up with potentially eight or nine or 10 because the process is so complicated so on web 3 this is going to change so we are already doing this so essentially I'm going to send you an email basically in that email you receive it on your web three email client basically you give me the permission to access for example your information okay where do you live I want to send that article to you number two is you give me the size of your typical t-shirt what you wear and number three you do payment because it's a wallet right you just transfer funds from one wallet to another because the email is a wallet and the wallet is the email so it's a completely different way of how you can basically interact with clients and of course because the wallet has a lot of information it that email will become smarter and smarter you know what which in theory which device knows most about what you are buying it's a credit card it's your credit card because your credit credit card essentially has all the information because you using every day and you buy something so the credit card knows it and do you know why the credit card doesn't basically monetize that information it's very simple because the bank doesn't have a contract on a marketing level with you right because they just give you the credit card they transfer the data to MasterCard and visa and NY so MasterCard and Visa don't even know it now all of a sudden this wallet basically is replacing in the future your master card or your credit card and the wallet knows more and more about you because the wallet become smarter and smarter over time the more you use it of course so then of course the email itself also becomes smarter and smarter over time so I can Target better and better actually in what you're interested in and give you specialized offers so what are we doing here so on the one hand we are basically providing that email web three address we have well above a million users we are growing every day between eight and 10,000 people basically and at the same time we basically offer something what we call consensual marketing so really the data ownership stays with you I have my data I'm the owner of my data and number two I give consent to somebody else that they can send me information about something the basic layer is I gave a consent because I've bought for example a token or NFD from somebody and that means I have given consent that for example I bought the token from you that you allowed to now send me consensual information that's the basay it's like a new cookie if I if I sell that token to you you're going to send him the email because I have revoked that conversation and say I'm no longer I don't have how long I have the token now Target him basically so that's number one then number two is I can opt in and say I only don't want to have information from companies whose token nft I have I also want to be open to receive targeted offers to me which match my interest based on my wallet information basically so then I receive emails which are targeted towards me and what we do as a company is we take $10,000 from a client we take between 50 and 70% so between 5 th000 $7,000 convert it into the email token and give it back to the user so the user really has an incentive to interact and open up the email and gets a reward for actually doing it and of course over time as this becomes real time bidding and so on the reward is going to be specialized more and more because the more I know that you're interested in luxury watches I'm very willing to pay you something very relevant for you because I also know afterwards I can track you because youve bought afterwards with that wallet something with me so the email really the whole water experience completely changes in how it's done today that's the first thing so you basically can Target the second thing is and and we discussed it before some of the challenges with this logic I can go into the system and say okay I want to reach people who are based out of Europe who are male who have bought in the past nft from a fashion brand for example do gabana and so on and who are interested in general in fashion and of finance and I would then basically get okay you can Target 135,000 people I can spend the money and in real time basically send out that message to all those users in our Network so it's a very easy way of how to do email marketing and actually attract new users and of course we are web three users right so if you have problems today with Facebook and Twitter and so on to B do ads well we are only focused on web 3 at the moment we're not only doing so so just to before this basically so it's all nice and shiny but what are the results right so the results are just amazing so we started this about 3 months ago so we have opening rates between 30 and 40% we've click rates between 30 and 40% we've generated thousands of users basically for projects so large projects are spending a lot of money now with us in order to actually get their message out there because we are a very viable channel in order to get new users so overall yeah two minutes yeah I got it I will be there on time so three things what we're doing because the last thing I think is also relevant potentially for you number one email inbox number two it's a B2B side advertisement and number three it's a marketing Hub where essentially we have like a mail chimp which allows you to Target all your users and manage them basically as part of this also we offering basically a complete onboarding process where actually we also allow the token to be given out to the people and reward them part of this also means that actually you can put in a sign in with ether mail on your project and very easily companies or users actually sign in with our username in your thing and we transfer to you the email address and the wallet at the same time so you don't have any more okay register with your email put in your wallet no no it's both at the same time it's very seamlessly basically done so you really have all the information together and then the last thing and we believe that's also very relevant is we are really helping end users to on board from Web Two into web 3 so if you go on e. I now you essentially just go there you log in you you all have wallets so I'm pray I'm praying to the to the to the converted already but essentially if you are a web to user you have no idea about wallets and everything you take your Gmail you log in with your Gmail we create a wallet a non-custodial wallet for you and The Ether mail and your Gmail becomes a wallet I can go then for example on open C and buy something on openc with my email it comes into my email I sign the transaction in the email itself the contract is scan I have a confirmation of what I have bought and then I really have a user flow which is something very familiar to people in web too because everybody knows email because 4.2 billion people are doing it token launches now we have a big advisory team we have a booth here in p41 if you want to learn more about this please come join us we have the moment have actually also a campaign we're giving $1,000 advertisement credit for if you spend a th000 with us basically and we also of course are here to answer any of your questions thank you very much for your time my name is jar hen from ethil