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