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How do I go about re-engaging the users that are no longer using my product? For example, users who haven't been using my product in the past month. What would be some steps that I could take to win them back? I would like to see how many of them can be turned into active users.

  • PM

    Phill Moorman

    over 4 years ago #

    Hey Eduard,

    There are a few things you can do to help retain some of your customers, but first do you know why they're leaving? The answer to this may help you build a better retention campaign.

    Something I would look into first is just sending out a friendly retention email to users who have been inactive for a set amount of time. CrazyEgg has put together a pretty solid list of retention email examples that may help you out found here: http://blog.crazyegg.com/2013/03/20/examples-retention-emails/

    Another thing you could do (depending on your audience) is target your previous customers via their email addresses through Facebook custom audiences. Just export a list of users that have been inactive for awhile and upload them into Facbook's custom audience tool, here's a guide put together by Facebook: https://www.facebook.com/business/help/170456843145568

    Using Google Analytics for remarketing is also a good option. I put together a campaign for a larger ecommerce site where we specifically targeted users who made purchases previously but their last purchase was over 3 months ago to make sure our customers were ready to purchase again. This was a pretty effective strategy and could be pretty powerful in combination with retention emails.

    • EC

      Eduard Chilcos

      over 4 years ago #

      Hi there Phill,

      This is exactly what I was looking for. Thanks a lot for providing additional references.

      I'd be curious to hear more about the campaign you ran. Would you be willing to share more about that?

      • PM

        Phill Moorman

        over 4 years ago #

        You're welcome, and sure I may be able to put something together to share with the community. I'll keep you posted!

  • HQ

    Hila Qu

    over 4 years ago #
    • EC

      Eduard Chilcos

      over 4 years ago #

      Thanks a lot for providing the links Hila. I've tried searching before posting, but I wasn't able to find anything relevant.

  • AM

    Andreas Mitschke

    over 4 years ago #

    The success ratio of reactivation email strategies is very low. You need to provide a very, very lucrative and enticing headline and offer to get a customer back that obviously has no "need" to use your product anymore or to come to your platform.

    Retargeting them over non-intrusive channels such as the proposed custom audience facebook tactic can yield higher outcomes, but still, it is someone who knows your product/brand and for some reason has no need to use or engage. However, retargeting always is build upon one behavioural trigger: to remind them and get them to the "ah, right, there was that thing" moment. Better than direct mailing, which might lead to an opt-out.

    There are only non-scaling methods that have a high success ratio and those are most certainly just applicable for premium products. However, you might want to test a drastic method: Offer your product for free!

    Like something like this:
    "
    Hey Jerry,

    We miss you in our little [include niche] army and because we'd really like you to be with us again take [include freebie]. No jetpack attached.

    Have fun Jerry and let us know if you miss anything or wish to change something, even if it is just the choice of our button colors ;),
    "
    The headline varies. I am a proponent of the simple headlines like "Hi" or "You > Us" and such, because everything longer than 3 words, even I sometimes catch me not reading those headers ;)

    • EC

      Eduard Chilcos

      over 4 years ago #

      Thank you Andreas!

      You raise some interesting arguments about how the email marketing can actually backfire or prove useless.

      By any chance do you happen to have ran into an experiment or study that has more data on this? I'm sure everyone would love to see some numbers.

      • AM

        Andreas Mitschke

        over 4 years ago #

        Oh my mistake, never intended to invoke that. Backfiring is wrong, being useless is too harsh as well, because even just the 1-2% of effect are those small amounts that we all work for. :)

        At the end, it doesn't even matter when a lead opts out due to reacquisition techniques, just don't expect a silver-bullet.

        There are dozens of good articles that show how to create and what to create to re-engage your customers via mail. Re-engagement via surveys, a sequence of delivering a market-relevant content series, showing the benefits of a new loyalty program and other common drip strategies.

        I'd also like to see more statistical insight of retargeting efforts using other channels based upon an opt-in newsletter.

  • DR

    David Rangel

    over 4 years ago #

    Eduard - there are two additional things you can think of that haven't really been mentioned:

    1) Possible channels for re-engagement. Does your product have a mobile app? If so, can you send people push notifications? That way you may not only have to rely on email and/or retargeting and can try more interesting things. Which leads me to the second point...

    2) You should experiment as much as possible to see what works best. Just sending all "lapsed" users a single email and seeing what happens is probably not the best thing to do (although it's better than nothing). Optimally you can send people a "set" of emails (e.g., 2-4 messages, spaced out over several days), each with slightly different information/messages. If the first message doesn't catch their eye, the second one might. You can also send messages over different channels (e.g., an email, followed by a push notification). Of course, you always want to be reasonable in your messaging and give people the ability to opt-out.

    The key with an approach like that is that you would optimally use a platform that allows you to do this flexibly and with the right workflows. For example- let's say someone comes back and engages after a second email, then you don't want to still send a third email. Or you may choose to send a third email only if the person opened the second email (but did not click). These are just examples, there are many other variants on how you might experiment.

    As mentioned before, you optimally use the right platform for this as most email marketing tools out there are not flexible enough. If interested, check out our product (Iterable), which lets you do all this pretty easily.

  • PL

    Pierre Lechelle

    over 4 years ago #

    Hi Eduard,

    Email Marketing can be a great way to contact these people back and activate them. Try to send them emails to show them features they haven't used. You could also try to trigger a discussion with them in order to understand what went wrong.

    Retargeting can also be a great way to stay on top of their minds without being too intrusive for their mailbox.

    Make sure you experiment various tactics and see what works best for your business. I'd love to see the results :)!

    • EC

      Eduard Chilcos

      over 4 years ago #

      Hello Pierre,

      Thank you for taking the time to answer and providing actionable steps.

      I asked the question here hoping to find some insight and actual data before diving in.

      Have you ever experimented with any of these strategies? Are there any case studies you would recommend?

  • IE

    Isaac Ezra

    over 4 years ago #

    I use a product called ShopBack.co they focus on user retention.

    You can see some cases at www.Vimeo.com/ShopBack

    They have some unique solutions such as exit intent overlays with recommendation of products as well as a button to Facebook connect, once connected they can do cart abandonment notifications on Facebook, really unique.

    Must use it!

    • CS

      Case Solia

      over 4 years ago #

      Things like bestbuy have done that for ages. Facebook connect and Cart abandonment is nothing special. This helps prevent the problem, but not how to solve it once you already have a lack of user retention.

    • DR

      Dave Rothenberg

      over 4 years ago #

      I've read a couple of interesting case studies about exit intent. Perhaps, that's a good one to try. I agree with Case though -- it helps to re-engage abandoning users. So, it doesn't help when users have left. However, you don't lose anything by throwing some last motivating message.

  • ND

    Nicolas Deverge

    over 4 years ago #

    I ask them to leave, and they sometimes stay and re-engage. I wrote an article explaining that, with numbers: https://growthhackers.com/articles/effectively-re-engage-inactive-users-saas-business

  • KK

    Kelly Kuhn-Wallace

    about 4 years ago #

    To figure out the best way to re-engage lost users with your product or service, try to find out _why_ they disengaged.

    First, analyze the disengagement rate of all of your major cohorts. If you see that some cohorts are disengaging more or faster than all other, cohort is one of the factors at play. (Being a member of a cohort doesn't cause the disengagement. But something that all members of the cohort experienced or experience might be causing it. Most commonly you will see this with early beta cohorts. Early beta members disengage because the product never in their wheelhouses; they were just accessible testers.)

    If you're unable to identify a cohort(s) that is driving disengagement, look for a pattern of behavior that predicts disengagement. What is the last action that the disengagers performed? How many actions did disengagers perform on average compared to the engaged?

    With this information in hand, choose several of the disengaged users and set up user interviews with them. Because they have recently abandoned your app, you may not need to offer an incentive if you intro yourself as a team lead or a founder. Conduct a thorough user interview that begins not with "why did you leave us" but with "how is your business going?" and transition to "thank you for trying [my company], I have appreciated it. Can I ask you a few questions about your experiences?" You'll get to the leaving part eventually. It might take up an hour, but you'll get there.

    Once you know why users left, you can approach them with appropriate messaging. Assuming their LTV makes such an approach viable, don't stick to a single channel nor a one-hit communication approach. And if there are user needs that you can't accommodate, let them go.

    There's no substitute to digging in and talking to your users, former or current,

  • AM

    Ankush Mahajan

    over 3 years ago #

    The best way to re-engage lost users is, offer them some free coupons so that they start using your products again.

  • HG

    Hadar Graf

    over 3 years ago #

    Hi, Eduard. I just chanced upon your question and I know this was posted months ago, but upon reading your question, I can’t help but give my two cents. Upon seeing your post, the first thing that came to my mind is this: you’ll probably need to give them some sort of reward, an irresistible one that they’ll be enticed to take advantage of. You can fashion it like an exclusive discount specially made for them or give away something for free as they purchase your product. Trust me, it works, because I myself also tend to be convinced by those.

    In the process, you’d want to make the most of the moment and find out why they stopped engaging and what you can do to get their engagement once again and keep it. You can do this by encouraging them to do a survey. It will be best to assure them that it will be a quick one, so make sure you choose your questions carefully. Ask what factors push them away, and what things they’d like to see more from your products or emails and/or other campaigns. Maybe you can also give a little token in exchange of their time for answering the survey.

    To speed things up, it will help to use an email marketing service or program that offers the creation of online survey forms and other automation and integration processes that can help boost your business’s marketing efforts.

    My contribution is probably 10 months late but I still hope you or someone else gets something from this. Best of luck, everyone! :)

  • JP

    Jack Paxton

    over 3 years ago #

    This is the usually done with a winback email. A pretty large incentive is required in order to get a canceled order or service back.

    It's a lot easier to reactivate or engage someone if you know why they canceled. You can then provide a solution to their problem which will keep them on as a customer.

    I might be as simple as putting their account on hold for a while, giving a higher discount to meet competitors or even just not improving your customer support.

    A great place to start is offering a free upgrade of some sort.

  • DN

    david nacif

    about 3 years ago #

    Another thing you can do is to label the users on your facebook page, i.e. label the people on your post's comments and more importantly on your inbox (customer, interested, needs attention, and so on). Once you have your lists you can send massive inbox messages to the list you want , in this case send a bulk message to the users that haven´t used your software in a while.

    To do all of the above you need a software (SaaS) called reply'em www.replyem.com and it has a 30 day trial so you can do that for free to check if it works.

    Disclosure: I am a cofounder of reply'em, but still you should give a try to the idea mentioned above.

  • MM

    Megan Mosley

    about 3 years ago #

    Hi Eduard,

    I'd say doing some sort of drip email would be an easy first step to take. You can target your users that have been inactive, and send them engaging emails. These people may simply just need to be reminded of your product. Within these emails, you can mention new updates, what future plans are, or you can even ask for their advice on what would make them more interested in your product.

    You can try running a campaign or referral program that offers some sort of incentive to get them active again. Not only will they start to use your product again, but they will get others using it too. Incentives always drive people, so if you provide some added or extra benefits (whether it be a referral program, a coupon, or even a free guide/ebook) you can get people re-engaged.

  • AB

    Andrei Baklinau

    about 3 years ago #

    The easiest way to re-engage (aka re-activate) users is to:
    1. Start from Email campaigns, because it can be easily implemented (and fast). I think that every company has user base of emails and email software that allows to send emails based on activity of users.
    2. You can use SMS campaigns for the most valuable users (users that achieve AHA moment or did some actions that qualify them).
    3. Push-campaigns can be also a good way of re-activation, especially on the first day of inactivity.
    4. Remarketing campaigns in Facebook.

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