JUMP Community, led by marketing veteran Jeff Kauffman, set out to uncover which communication channels drive the most meaningful Web3 actions. With the help of Cookie3, JUMP tracked offchain and onchain activity to determine the impact of email, social media, Telegram, and Discord on NFT mints. The results revealed a surprising champion: email marketing, an "old-school" tool proving its unmatched effectiveness.
Results
Key Activities
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Designed UTM parameters to differentiate traffic from email, social, and Telegram/Discord campaigns.
Used Cookie3 to track NFT minting as a conversion event.
Combined offchain data with onchain actions to create a holistic view of campaign performance.
In crypto marketing, it’s not just about clicks or impressions, it’s about driving meaningful actions like NFT mints. For Jeff Kauffman and JUMP Community, the challenge was understanding which channels performed best at moving users from offchain engagement to onchain transactions. Despite leveraging cutting-edge platforms like Twitter, Telegram, and Discord, the effectiveness of these tools for driving conversions remained unclear.
Jeff partnered with Cookie3 to analyze attribution across email, social media, and chat platforms. By implementing UTM parameters for every channel, setting up onchain conversion goals, and tracking user behavior across the entire journey, JUMP Community could see exactly which channels turned engagement into action. This comprehensive approach uncovered the unexpected power of email marketing in a Web3 context.
89% of NFT mints driven by email marketing: Despite the dominance of social media in Web3, email emerged as the most effective channel for driving NFT mints. Its high performance underscores email’s ability to inspire meaningful actions in the community.
Key takeaway: Email marketing is highly effective for driving onchain transactions
Superior engagement metrics from email users: Email campaigns generated the highest average time spent on site, likely contributing to better conversion rates compared to social channels.
Key takeaway: Email users are more engaged, boosting conversion opportunities.
Social media underperformance in driving onchain actions: While platforms like Twitter and LinkedIn are valuable for community engagement, they fell short in driving direct NFT mints compared to email.
Key takeaway: Attribution analytics reveal the true effectiveness of each channel, helping refine strategies.
