One of the top posts in the ad tech field is Neil Patel’s “How I Grew My Dying Facebook Traffic.”
The article’s main takeaway is that Facebook Messenger has a 50-80% open rate vs. a 5-20% open rate you can get from emails.
He makes a good point: would you be more willing to open a Messenger conversation or an email? Plus with all the newsletters piling up, and us continuously checking messenger apps, it is no wonder that chats have a higher CR than emails.
This might change in the future when we pollute the chat ecosystem with bots. For the time being, chat is the new email.