Elon Musk is looking to fulfill a key promise to creators in the app, as X develops a new option that will enable subscribers on X to share their email contact information with a creator they follow if they choose.

A new checkbox on the subscribe pop-up window is underway at X, which would enable subscribers to opt into personal email sharing.

Share your email with [creator name]. By accepting, you agree that X may share the email address with the creator for off-platform purposes and accept the Email Sharing Terms.

That would give each creator full access to an off-platform contact method for every subscriber, or at least every subscriber who wishes that, in order to be able to make offers directly, or, if they are so inclined, to move to another platform completely with those contacts.

And with subscribers being likely to share contact information-to say nothing of the apparent overlap of overt wannabe subscribers and interested people who want to subscribe-it does seem like this could be a valuable complement.

As noted, Elon has been promising to include this element from the beginning of his new creator incentive push, noting back in June that:

This platform will provide the email addresses of subscribers (who opt-in) to content creators, so that creators can leave this platform easily and take their subscribers along with them when they want.
Direct contact sharing is often a contentious area for social media platforms: most view this sort of data as proprietary-i.e., they own that connection because they've facilitated it in the first place. Consequently, most have been chary of offering an easy way to download and re-use contact info, though there has been a broader shift toward such in recent years.

Enabling data portability like this on X could be another siren song for creators and brands that have contemplated building their presence on the platform, with many more now likely to factor in how they might be able to leverage this element in order to expand their connections and build business, both on and off-platform.

In fact, creators themselves would not be the only beneficiaries. Brands, for instance, could provide exclusive deals through subscriber-only tweets and then use those collected emails to build their direct mailing lists.

There is scope for this to be used to expand your presence, adding a whole other element to the X experience. And it's coming in on top of the newly launched ad revenue share program from the platform, which is already sending money direct to many of its most engaging users.
In summary, X is indeed sweetening the deal for creators, and businesses in the app, which could help it become a more relevant consideration over time. There are some flaws in its approach (the incentives for its ad revenue share program will skew users toward posting engagement bait, which could impact the overall user experience). However, if X can find a sustainable means by which to maintain its creator incentive schemes, then it may help to keep its top users posting, and with only 25% of X users producing around 97% of all posts in the app, X need appeal to only a small fraction of its user base in order to maximize overall engagement and activity.

Can X find a way to keep these top users active, without eroding its core offerings?

The capacity to download emails is another step in this direction.