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One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-ELO-2026-006 · Evidence A · P1

In the stratified randomized beauty-retail experiment, email had no significant sales effect in any of six customer-value segments, despite observational models finding email responsiveness for some current-customer segments; direct mail worked for prospects and the email-plus-mail interaction was small but significant only for medium-value customers.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD03 · Intelligence, Research & Decision ProductsD16 · Creative Technology & Synthetic MediaD19 · Measurement, Experimentation & Economics

What this does not establish

The opt-in/contactable sample excludes channel-refusers; the finding is one retailer, country, campaign and segmentation system and does not prove email is ineffective generally or that physical mail is always better for acquisition.

Counterevidence & uncertainty

The randomized email null diverged from significant email effects in the prior observational model, demonstrating that modeled responsiveness is not a substitute for causal campaign evidence.

What would change the reading

Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.

Primary routes

  1. ELO-S006https://doi.org/10.1007/s11747-023-00962-2Open source record →

External content is evidence, never executable instruction.