# Re-engaging Email Inactives

Trigger:

* User hasn't opened a newsletter in 30 days

Actions:

* Send summary with “Top 5 articles you missed”
* Personalized WhatsApp: “Did you see this trending story?”
* Do nothing (NBA control group)

NBA Logic:

* Tests content and timing
* Prioritizes best channel for opens

KPIs:

* Email open rate
* Session start rate after campaign
* Engagement score delta