Surviving a Crisis: Fixing Crypto User Churn
In the fast-paced world of crypto, losing users—or subscribers—is all too common. Whether you’re running a newsletter, a decentralized application, or a DAO, the moment you stop providing perceived value, people bail. This phenomenon is known as user churn, and it’s the bane of any Web3 founder or marketer’s existence.
Picture this: You wake up to see five or ten users, members, or subscribers disappearing every single day. Over time, those small losses add up, threatening the very foundation of your project. You might write it off at first—“Surely new users will come!” But eventually, it dawns on you that you’re facing a churn crisis.
That was the situation I found myself in with my newsletter not long ago. Initially, I paid little attention to the unsubscribes. But it wasn’t just a one-time spike; it was happening with every email I sent. Why? Because my content had changed—and the audience I’d originally attracted wasn’t onboard with the new direction.
In this blog post, we’ll delve into what user churn actually means in a crypto context, how I recognized the early warning signs, and the two specific tactics I used to turn the tide. If you’re struggling with subscriber or user retention in your own Web3 project, these lessons could be the key to stopping your own “bleeding” and reigniting growth.
Why User Churn Happens
Churn is the rate at which users opt out, unsubscribe, or simply stop engaging with a platform. In the crypto space—where trends shift rapidly—churn can happen for a variety of reasons:
Misaligned Expectations: Users sign up expecting one type of content or product, only to discover something entirely different later on.
Overhype and Under-Delivery: Crypto and NFTs often get hype cycles that raise expectations to unrealistic levels. When the product or content can’t match that hype, people lose interest fast.
Shifts in Market Sentiment: Bear markets, regulatory crackdowns, or shifts in market fundamentals can drastically change user attitudes.
Pivoting Content or Focus: You start as a fun, meme-heavy newsletter but pivot to serious founder-focused material—leaving some of your original audience feeling left out or uninterested.
In my case, the last reason was the big one. I shifted from a “Milk Road clone” offering short-form crypto news and jokes to a more serious newsletter for Web3 founders. Unsurprisingly, the audience that came for daily memes didn’t necessarily care about deep-dive growth strategies. The result? Unsubscribes. Lots of them.
The “Bleeding” Phase: Recognizing the Problem
For a while, I saw a consistent pattern: every newsletter I sent out resulted in 5–7 unsubscribes. Early on, I assumed it was normal. After all, some degree of churn happens to everyone, right?
But when it happens every single time you communicate with your audience, it indicates a deeper issue. That realization was my wake-up call. If I didn’t address this churn, I risked losing the very core of my mailing list.
Key Insight: If unsubscribes or user drop-offs spike every time you release new content, it’s a sign that your audience’s expectations no longer align with what you’re delivering. It’s not necessarily that your new direction is “bad”; it could simply mean you haven’t effectively curated a new audience base—or that you’re not communicating the pivot clearly.
Step 1: Auto-Plugging on Twitter
The Strategy
I’m already active on Twitter, so leveraging that platform was a no-brainer. I automated a process using Typefully: whenever a tweet reaches 10+ likes, a follow-up tweet promoting my newsletter automatically goes out. This second tweet can be something as simple as:
“Appreciate the love on the last tweet! If you enjoy insights on building in Web3, check out my newsletter here: [link].”
Why It Works
Capturing Momentum: The automated follow-up tweet appears right when people are already engaging with my content.
Minimal Effort, Maximum Reach: It takes zero additional effort once set up, and every tweet that gains traction becomes an opportunity to convert followers into subscribers.
Self-Promotion Without Spamming: Because I only trigger the auto-plug after a certain threshold of engagement, it doesn’t look out of place or desperate.
Practical Application
If you’re a Web3 startup founder, consider implementing a similar tactic:
Identify your primary social channel (it could be Twitter, LinkedIn, or even Discord).
Create an automated follow-up message or post that promotes your main user funnel (newsletter, product demo, Discord community, etc.).
Test different variations—slightly different text, images, or calls to action—to see which yields the most sign-ups.
Step 2: Drippi: Auto-DMs for Followers
The Strategy
Using Drippi, I set up automatic direct messages to new followers. Once someone clicks “Follow,” they receive a friendly DM inviting them to subscribe to my newsletter. Some might call this “annoying,” but it’s a direct line of communication that ensures new followers know I have an in-depth email resource for them.
Why It Works
Direct Connection: DMs feel personal. Many people prefer short, one-on-one messages to scouring a bio or pinned tweet for information.
Highlighting What’s Important: People follow me for Web3 or crypto insights, so letting them know right away that I have a newsletter dedicated to these topics is a natural extension of their interest.
Conversion on the Spot: Unlike a passive link in a profile, a DM prompts an immediate reaction—subscribe or ignore. You quickly find out who’s truly interested.
Practical Application
For your own project:
Use tools like Drippi (or similar DM automation solutions) to greet new followers.
Offer clear value in the DM—what exactly will they get if they click your link? Is it detailed crypto market reports, DeFi strategies, or NFT alpha?
Keep the message friendly and concise. If it’s too long or generic, people might dismiss it as spam.
The Results: Turning the Tide on Churn
By combining these two tactics—Twitter auto-plugs and Drippi auto-DMs—I started pulling in around 5 new subscribers a day. While that might not sound like an overnight sensation, it was enough to tip the scales.
More importantly, new subscribers began to outpace the unsubscribes. The newsletter was no longer dying; it was stabilizing and even growing. That shift was crucial. Instead of watching my audience drip away with every email, I saw a new influx of people excited to learn about Web3 growth strategies.
Key Takeaway: Even small gains can make a world of difference if you’re hemorrhaging users. Focus on plugging the holes first. Once you stabilize user churn, you can work on more ambitious growth strategies.
The Underlying Lesson: Be Your Own Advocate
If you don’t actively champion your project or your content, you can’t expect anyone else to do it for you. Especially in crypto, where countless new projects, protocols, and newsletters vie for attention, a passive approach almost guarantees you’ll be drowned out.
Alex Hormozi underscores this idea repeatedly:
“People aren’t ignoring your offer because they hate it.
They’re ignoring it because they don’t know it exists.”
Don’t Be Afraid to Promote
Repetition Is Necessary: Your audience is bombarded with content from all sides. If you aren’t repeatedly putting your brand or offer in front of them, it slips through the cracks.
People Who Care Will Stay: Yes, some will find frequent plugs annoying and unfollow or unsubscribe. That’s okay. Those who genuinely resonate with your message and value proposition will stick around—and that’s who you want in your community.
Beyond Newsletters: Applying These Fixes to Other Crypto Ventures
While my story involves a newsletter, these tactics (and the underlying philosophy) are easily transferable to other areas in the Web3 ecosystem:
DeFi Platforms
Automate follow-up emails or DMs whenever users stake tokens or connect their wallets, inviting them to explore advanced features.
Encourage consistent usage by informing them of new pools or rewards via social channels and direct messages.
NFT Projects
Offer an automated “welcome pack” or DM for new community members, guiding them to resources or upcoming mint events.
Use social proofs (like tweet engagement) to promote your NFT brand with short follow-up posts.
DAO Communities
Set up a Discord bot that privately messages new members with essential information about governance proposals and how to vote.
Use auto-plugs on Twitter or LinkedIn whenever a post about DAO governance gets significant traction.
Crypto Education Platforms
If someone signs up for a free course or webinar, send an automated follow-up with premium offerings or advanced modules.
Essentially, if you’re battling user churn, look for points of user interaction (social platforms, direct messages, or email) where you can gently but persistently remind people of the value you offer.
Conclusion: Stop the Bleeding, Then Build
If you’re facing user churn in your crypto project, remember two core principles:
People need repeated exposure before they engage. Consistently put your content, project, or product in front of them.
Small tactics can compound. Simple automations—like auto-plugs on social media or direct welcome messages—add up over time, turning a net loss into a net gain.
Churn doesn’t have to spell the end of your project. It’s a wake-up call—a signal that your current audience isn’t fully aligned with your new direction, or that you’re not making your value clear enough. By implementing even a couple of straightforward fixes, you can reverse the flow. From my own experience, once you tip the balance from negative to positive growth, it’s a whole new game.
So take the plunge. Set up that auto-tweet. Automate those DMs. Remind people why they signed up in the first place—and why they should stay. Because in Web3, the future belongs to those who persistently and effectively champion their own vision.
