It's genuinely one of the better messenger apps I've used. The no-algorithm, no-strangers thing is refreshing, feels more like actually staying in touch vs performing for an audience. I use it to share random photos with close friends without it feeling like a whole thing. Only thing I'd want is smoother navigation but overall it does exactly what it promises.

Audience segmentation and creative testing mostly. I narrow targeting by interest and behavior, run 3-4 creative variants at low budget to find what clicks, then scale the winner. Retargeting warm audiences separately from cold also makes a big difference on ROAS. Once something's working I let it run and only touch it if performance starts dropping.

Segmentation first, not everyone on the list needs the same email. Subject lines that actually sound human, one clear CTA, visuals that do the work. I track opens and CTR weekly, cut what's flat, double down on what converts. Automations like welcome flows and abandoned cart handle the rest.