Engagement is simply a Silicon Valley euphemism for addiction.
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I don’t think retention is that well correlated with effectiveness. If you define retention as “how often do they come back”, you’ll be incentivized to lure people back ever more often. Not good imo.
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I find that most people don’t need more reminding than their monthly invoice email
. (But using email to deliver value from an app as summaries etc is totally kosher).
End of conversation
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