Does Customer Email Engagement Improve Profitability? Evidence from a Field Experiment in Subscription Service Retailing
Does Customer Email Engagement Improve Profitability? Evidence from a Field Experiment in Subscription Service Retailing
2022.07.01
责任编辑：王一苇
This paper empirically investigates how customer email engagement affects the profitability of subscription service providers and retailers. They have been using email engagement to increase customer retention. However, it is unclear whether email engagement improves their profitability. The existing literature focuses on email engagement’s benefit of customer retention but ignores its associated operating cost to serve retained customers
