How to create a re-engagement campaign to win back your inactive users?
Reengagement campaigns are strategic scenarios designed to boost retention and win back users who have been inactive for a certain period of time.
When a user becomes inactive, a well-targeted re-engagement push can help to re-engage them:
Reminder of key value propositions or benefits
Promotion of new features or relevant offers, discounts
Incentive to return without being intrusive
⇒ Benefits: recovery of dormant users, improvement of long-term retention, and increase in Lifetime value
1. Create a new "Recurring" Push notification
Go to automations tab and create a new "Recurring Push"
2. Targeting
Then you can add the condition "Last Visit" to ensure you only target users who have not returned for x days on your application or website.
In this example, 30 days after the last visit (open of the application/ visit on the website)
Make sure to select "Time in the past = Occurred X Days ago" to make sure you will target new users everyday, as this is a recurring campaign, usually sent once a day to the matching targeting users.
3. Timing
Since this is a recurring campaign, timing is the key concept for reactivation campaigns. Other parameters, such as capping and timezone preference, are also essential.
Start/End date : Choose the date when you want your re-engagement scenario to start/end
Timezone preference :
Universal time ⇒ this option lets you schedule a push notification to be delivered at a fixed UTC time, no matter where your users are located
Profile's local time ⇒ This option ensures your push notifications reach users at the same hour in each country (based on the users timezone), helping you maintain consistent and coordinated marketing campaigns (between many countries for example)
Frequency : You can adjust the sending frequency of your recurring campaign (1, 2, or 3 times per day/week/month, for example). We recommend frequency = 1 per day for this re-engagement use case.
Capping : Designed to control marketing pressure, this feature lets you define capping (maximum number of message a user can receive per campaign). We recommend capping = 1 message/user.
In this example, Frequency = every 1 day and capping = 1 to make sure users do not receive twice the same message.
4. Push content
You can then write catchy content. Keep in mind that the goal is to bring the user back to your application/website.
Here are some general tips regarding content used in reactivation campaigns:
Push an incentive or a promotion you would like to highlight
Don't hesitate to change your tone of voice to engage the user and pique their curiosity
Personalize the notification with data (such as a first name), if you have it
Highlight a new feature of your offer or your application
Use emojis
To have a complete reactivation scenario, you can of course create other recurring campaigns based on different last visit dates, in order to try to win back inactive users multiple times with different messages.
For example:
1rs re-engagement message ⇒ Last visit date = Day+30
2nd re-engagement message ⇒ Last visit date = Day+45
Day+60, Day+90, etc.
5. Test your push notifications
Finally, we highly recommend to always test your notifications to ensure they look the same on your iOS and Android devices. You can use the "send test" feature with your Installation ID or your Custom ID.
Here is the documentation to help you find your Installation ID:
When finished, you can Save draft if you don't want to activate it now, or run it immediatly ✅
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