Why are messaging subscribers more valuable than email subscribers right now?

Messaging subscribers currently have dramatically higher engagement rates—open rates around 80% and click-through rates also around 80%, which mirrors what email achieved in the early-to-mid 1990s. This means it’s much easier to get subscribers’ attention through messaging platforms. While email is still valuable, messaging represents superior engagement in the current landscape. However, this advantage exists because not everyone has figured it out yet; as adoption increases, effectiveness may decrease, which is why getting started early creates an arbitrage opportunity.

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Asked by artists comparing marketing channels · Answered by Patrick Shanahan · art-marketing-podcast · 2018-01-09