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Does Customer Email Engagement Improve Profitability? Evidence from a Field Experiment of a Subscription-Based Service Provider

Wang, Yiwei; Lu, Lauren Xiaoyuan; Shi, Pengcheng - 2021

Problem definition: This paper empirically investigates how customer email engagement affects the profitability of subscription-based service providers. Service providers have been using email engagement to increase customer retention. However, it is unclear whether email engagement improves...

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