“When we do exactly the same thing and change the format we're making 10 times more money. So that was how we migrated into being an in-app message first app.”

In-app messages make 10x more money than email at the same offer

Lose It! ran a clean A/B with the cohort as the denominator: half the eligible audience got an email blast, half got an in-app message with identical copy and offer. IAMs generated ~10x the revenue. Users in-product are higher-intent, the funnel is shorter (Apple/Google subscribe is one tap), and the surface is free to send.