In Messaging and Growth in the Pandemic, we unpacked the drivers of pandemic-led growth. We discussed why it was a one-time event, with little to tell about the future. In fact, any time-series analysis that includes the pandemic years should have an asterisk. This asterisk should either acknowledge the event or, when possible, ignore it. So, the next time you hear a lament that SaaS growth rates are down from their 2020–2022 highs, just know that high came from a one-time catastrophe we hope will never be repeated.
Messaging is about connecting. Ever since Marconi first made transatlantic texting possible, people have found it a convenient way to communicate. That need is not going to go away. To quote Klaviyo founder Andrew Bialecki, we’re only 1% done.
Now, let’s talk about the future.