we are doing direct to consumer publishing via email (after failing to get our App to reach critical mass). Basically .0X% of people who downloaded our app opened it every day... now, 40-60% of people who signed up for our email lists open them every day.

plus... we don't need a 12 person tech team. I wrote about this here: http://calacanis.com/2016/02/14/knowing-when-and-how-to-pivo...

tesla.inside.com is a good example of a 60%+ open rate email we do.