Re-engagement

Users who go inactive haven't necessarily churned. Re-engagement campaigns can recover some, if done right.

Timing

Sweet spot is usually 7-30 days of inactivity. Too soon feels intrusive; too late they've moved on.

Channels

• Email (most common)
• Push notifications (app users)
• SMS (use rarely)
• Retargeting ads (for larger cohorts)

Message patterns

• What's new / what you missed
• Specific new feature
• Discount or promo (last resort)
• Question to re-engage

Measure

% re-engaged within 14 days. Don't just count opens.

What to do with this

• Segment dormant users by dormancy length, 14-day and 180-day dormancies need different messages and offers
• Measure true re-engagement (returned active, not just opened), "opens" from dormant users are a deliverability liability
• Remove users dormant for 180+ days from active campaigns, continuing to email them hurts deliverability and rarely converts
• Lead re-engagement with what's new since they left, generic "we miss you" reads as desperate and converts poorly
• Attach a re-engagement offer (discount, credit, feature access) to give dormant users a concrete reason to return