When retention curves disagree with your CRM emails
We often see a sharp drop between first purchase and day fourteen even when open rates on welcome emails look fine. The curve is telling you that messages arrive, but they do not move people toward a second order.
Match the ask to the habit
If the second purchase usually needs a restock reminder, a brand-story sequence will not repair the cliff. Tie CRM prompts to the actual gap you see in the cohort chart.
Check for measurement gaps
Sometimes the cliff is an event naming issue—renewals logged under a different product ID. Confirm definitions before rewriting copy.