We found that, on the one hand, when customers had opened and read the previous email in the campaign, emailing them again the next day was the most successful strategy. Their likelihood of opening the emails (i.e., engaging with the campaign) declined over time after that.
On the other hand, when the customer had NOT opened and read the previous email in the campaign, the most successful strategy was to wait 4 days and then try again. Emailing too soon led to lower-than-average open rates. By not opening the email, the customer was giving an important signal: now is not a good time.
Now isn't that interesting!
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