What worked — and what we could even have seen
campaign effects, 95% CI · illustrative
0
Email win-back
+4.2pp
Loyalty tier
+2.8pp
Search ads
+1.1pp — crosses zero
App push
+0.4pp — crosses zero
Print insert
−0.6pp — crosses zero
grey ≠ "no effect" — it means "any effect is under 2pp, the smallest this test could detect"