Email. This is the core of Web 2.0 connections. Everyone has an email address that gets way too much noise and information. Wouldn’t it be nice if it all went away? Well that’s not going to happen any time soon. Web 3.0 doesn’t even promise to fix the email noise, but it does solve proof of ownership through a digital wallet. So let’s start there. 

Turn a wallet into an email address.

Start with the domain you already own. The example here is Anything sent to this address is handled by your MX records and routed accordingly. Take this and create a new subdomain for the wallet address. Create your new subdomain by adding another word at the start and separating it from the domain with a dot. So, if you add “wallet” as the subdomain, it looks like this:

The email address for your contact will look like this:

You don’t have to worry about handling anything sent to that address for now. MTR can help you with that later. Besides, you’re the only one who has that address and you’re not going to send emails to that address. 

Basic Web 2.0 Contact Record

You are probably familiar with what property fields you want on your contact address. HubSpot has a great set of defaults out of the gate. But you know you want to take it and make it your own. 

Web 2.0 profile: Hubspot contact record

  • Email
  • First Name
  • Last Name
  • Contact Owner
  • Company
  • Job Title
  • Phone number
  • Lifecycle Stage
  • Lead Status


Basic Web 3.0 Contact Record

Time to hack HubSpot for Web3

So what does a Web3 contact profile look like?

  • Email: Web3 doesn’t start with an email address, but you might add one later. You want to configure your contact record so you don’t risk losing data later. That’s why we came up with the wallet + fictional domain solution. Store the wallet address in a separate custom property.
  • Name: A lot of Web3 communities come together with screen names, not their IRL names. Lots of people will have a telegram username or Discord. Put those in their own custom fields. Copy the first one you capture into the name field since it’s required. You want that data saved in the appropriate property so you don’t lose it when you start collecting IRL names in the future. 
  • Company: Most people I’ve met in the Web3 world aren’t involved with just one organization. They’re usually a part of multiple different communities. Save the first one you collect as the Company name. Then, store the rest in a custom, multi-line text field so the names of their organizations aren’t truncated.
  • Life Cycle Stage: These people should start as Leads. After that, it’s highly dependent on your organization how you demarcate the lifecycle stages. That’s a strategic choice for your marketing organization that depends on your goals.
  • Other Custom Properties:
    • Wallet: Set this property as “Single Line Text.” You should populate this field as part of your dApps authentication process so you capture their activity. This data also drives the email identifier. 
    • Telegram name:
    • Twitter Name: 
    • Discord Name: 
    • OpenSea Link: 
    • Your own usage properties: What are the data points you and your organization care about tracking?
Structuring the contact profile for your needs is the first step to making it useful. It can continue to evolve as you grow and discover more data points you want to track about your users.


Photo by JJ Ying on Unsplash

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