Email Strategy for Token Sale


All of the strategies and techniques outlined in this document are to be considered as an outline of best practices for token launch email campaigns. Due to the fact that each token sale is unique, you may have information that conflicts with the below document or have a strategy in place that will create and disseminate Blog Posts at different milestones. he information contained in the below document should be adjusted to fit your timelines.

Goals of Email Campaign Strategy

The email campaign should be used in accordance with Proof Systems' vision, mission, and employee ethos.

The purpose of an email campaign strategy is to have best practices in place:

NOTE: These are all recommendations. Every token sale is different, and you may have different information at different stages.

If something on here doesn’t feel right to you or you have a different goal in mind, adjust based on that.


Drip vs. Broadcast Campaigns

There are two types of email campaigns you may want to design for a token sale:

Drip campaigns — These are automated to send out a certain amount of time after a person signs up/subscribes to a list or based on another trigger. The automation is based on specific triggers and and user segments that you get to define. They provide just the right amount of information at the right time. Drip campaigns are an efficient use of time and effort as once you create a campaign you can automate and schedule it. Drip campaigns can be ideal for a lead-up to a launch and there are a number of apps and online tools to assist in scheduling them.

Broadcast campaigns — These emails are sent at a specific time and target a specific market or audience. Broadcast campaigns are useful to disseminate information on special promotions, events, offers or other time sensitive matters.

Online Tools and Apps for Use in Email Campaigns

All tools have different pricing plans, features, and options to suit any size of business


Content and Design Recommendations

Call to Action

Have one main call-to-action goal for each email (even if it’s just for them to read a blog post or check out our token launch page) and drive readers toward that.

Simple + Modern Design

Complex email marketing campaigns that are too text-heavy or image-heavy dissuade a reader from engaging in the content.

A best practice is to create a clean, sophisticated, and minimal design that is clear, concise, and includes a call to action (CTA). Ensure that the campaign aligns with our branding and doesn’t appear to be spam.

Personal + Positive

Ensure your tone is one that is relatable and personable, as if written from the CEO directly. Expressing gratitude goes a long way in creating customer loyalty. Don’t forget to relate back to our overall mission and goals. Finally, reflect a sense of inclusion into the community so that your reader feels valued.

Recycle Content

Capitalize on the work you’ve already done and the content that has been created. Consider selecting excerpts from a blog post to draft an email campaign drip. Other ideas include embedding an explainer video, introducing team member bios, and sharing user/client feedback and testimonials.

Readability + Audience

Know your audience and tailor the content appropriately. Keep the text limited to a few short paragraphs. Provide value in the actual text of the email rather than forcing people to click through. Include inline links that will guide the reader to more information.


Token launch strategy:
email campaign

Updating Subscribers on Major Events

Update our subscribers on major news via broadcast emails. Examples: White Paper was published, the release of a video on the mechanics of our token, a new high-profile advisor, dollar amount of tokens sold in presale, or, promotion of a scheduled “Ask Me Anything” session.. Make sure to limit these to perhaps once a week to avoid over inundating our subscribers, and thus diluting your message.

Countdown to Launch

Approximately 1-2 weeks before the launch or the whitelist registration opens, adjust your drip campaign to only one email that leads to the token launch site. Start to send a countdown broadcast campaign (see sample outline below) to enhance the excitement and curiosity around the event.

New Subscribers

Create a drip campaign for new subscribers (see a sample outline below). Push subscribers to follow the company on social and join our online forums so that they get involved in our community


Sample Drip Campaign

Scenario: The company is about a month away from the date of our token launch or the company has a whitelist registration process but it isn’t open yet. Here’s a sample email campaign that would automatically go out when someone subscribes to our email list.

Email 1: Welcome/Intro to the company (send immediately)

Introduce our mission or vision and the basics of what how our company differentiates itself in the industry. Link to a blog post that explains our project in more detail or the white paper if published. Be sure to include any details around the token launch date.

*Call-to-action: follow us on social media, join our Telegram channel, etc.

Email 2: Our Token (send 2 days later)

Explain the function of our token. Link to, or embed a blog post or video, that explains how our token will work. Be sure to include any details around the token launch date.

*Call-to-action: Read our white paper for more specifics.

Email 3: Token Sale Details (send 2 days after Email 2)

This is where you share the fine print and details how to participate in our token sale. Include a blog post, pdf, or video explaining how to sign up for the whitelist registration and any pertinent information related to the process.

*Call-to-action: set a reminder for the whitelist registration.


  • • As the white paper and other documents are published, add those into these emails.
  • • Once the whitelist registration opens, change the call-to-action for each email to the link to the whitelist.
  • • If you are further out or have less details solidified, you can adjust the content to reflect that circumstance.

Sample Broadcast Campaign Leading Up to and During Token Sale

Scenario: There are 10 days left until our token launch. You’ve built an email list and many people have already been sent your drip campaign. You’ve adjusted the drip campaign for new subscribers to consist of one email that drives to your token sale site. Ensure you continue to engage with your audience leading up to the launch.

Sample Schedule 9 days: Send out an email to get everyone interested again. Update user segment on any news (advisors, mainstream coverage, presale numbers, etc.). Use this email to build authority and credibility. Be sure to state the date of the launch/registration.

T-6 days: The launch is one week away! Send out your blog post, video, or pdf that provides instructions for how to participate in the launch, perhaps including the wallet address if you have it.

T-4 days: This is a good time to send out an Ask Me Anything (AMA) that was done recently, an FAQ post, or anywhere where you’ve addressed questions from the community. Alternatively, send out some positive mainstream coverage with another CTA to join our Telegram or social media accounts.

T-1 days: The launch is tomorrow. Remind them of the wallet address, instructions, and to make sure they have MEW or Metamask set up.

Day 1: Launch day has arrived! Send them directly to the token sale or registration site.

EOD1: Send an email reminding who haven’t participated to join (if you can segment). You can send out stats about the sale so far if they are favorable.

Day 2: If needed, send out another reminder including any more positive coverage that has come out, how much token we’ve sold so far, etc. Be careful not to send too many emails, as the impression may be that the launch isn’t going well.