On this blog, you will find the advice on the engagement and loyalty building, and also on avoiding the mobile engagement gap. However, sometimes users just download the app and then abandon it. Don’t panic. We present you the series of articles on how to win back inactive users with mobile communication channels.
Managing the app you can choose between some types of the messages: pushes, emails and in-app notifications (We will skip the last type because in-app messages are directed to active users and the win back campaigns concentrate on the users that don’t log in anymore). Moreover, by having access to a mobile device, you can use the very powerful weapon – SMS. Today we will focus on how to re-engage users with push notifications.
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Begin with defining the inactive user. It might be the one who:
– doesn’t respond to the emails,
– doesn’t visit,
– doesn’t purchase.
Don’t treat all these equally. If somebody visits your app but doesn’t buy, it means that different type of campaign is necessary. The definition you apply will depend of course on the data you have access to, which can vary from just CTR to advanced path analysis.
To perform reactivation campaign, you will need Mobile Marketing Automation software. It will provide more advanced analytics of customer behavior, deliver message creator feature and the whole process will be automated, saving your team a lot of time.
What messages (and to whom) you should send
Divide your users by the time from the last use
Up to 10 days inactive – If a person uses the app, but stops for a few days it is a great moment to activate the push. Remind her about the app and offer a small bonus for the immediate return. It can be something small – an upgrade, small discount or a free item. Create the sense of urgency by writing something like this:
„Hi, Tommy! Log in now and collect 3000 units to spend in a weapon store.”
„Jenny! The gloves sale is active only today until midnight. Buy the gloves that are in your shopping cart and use this 10% discount.”
14-30 days inactive – if the app’s last launch had place a fortnight ago, the user might be considered dormant, and you shouldn’t send him the messages described above. They will irritate her rather than convince to launch the game. If you want to win her back, you must re-introduce her to the app and offer a noticeable benefit. If it is a game – give her access to the new, exclusive level set and some bonus for a fresh start. Remember to make the time-limited offer. The example? Here we go:
„Hi Matt, for the next 2 days we unlocking the new land especially for you. Clean the dungeons and win the Vorpal Sword!”
If you have a fitness app, don’t „scream” about the zero progress. Use the geolocation instead. Send a discount to the nearest cafeteria or health food store in exchange for saving the progress.
“Remember about the protein meal after the workout. Save your today’s track and have a free shake in the X cafeteria!”
More than 30 days inactive – feedback request. The plain fact is that on average, 70% of your users will stop using or delete your app within 30 days. If none of the above works and the user is inactive for a month, you should find an explanation of this situation. The push will work fine. Ask her for the feedback. Make her indicate the reason she no longer uses the app. Request some remarks on how the app should work to fulfill her expectations. You have a chance to find a common factor that will help you to improve the app or add the requested feature. It will put an incredibly powerful weapon into your hands. Imagine that you are coming back to the user and inform him that annoying bug is fixed.
„Hi Daniel, we have simplified the purchasing process! Now you can add the items to your cart with one touch! Check it and share your opinion.”
Be careful to not re-invite the users if you haven’t fixed the errors they indicated! The Mobile Marketing Automation software can remember and categorize all users for you. Apply this solution to your company.
There are many tools that you can use to support the win back campaigns. One of them are the automation rules creators available via Mobile Marketing Automation platforms. You can set the conditions when pushes should be sent. You can use for example usage frequency condition.
It allows you to define a group of users based on how often they log on to our application and set whether users log on more or less than the set frequency.
Daily – people who log on more frequently than every 3 days.
Weekly – people who log on less than every 3 days but more often than every 7 days.
Monthly – people who log on less frequently than every seven days but more often than every 30 days.
Less often – applies to users who use applications less than every 30 days.
Another suitable condition is location. It allows you to define a group of users based on whether staying or not staying in a specific location for the last x hours, days, weeks or months. See how the rules work in the real life and check out the free trial of APPmanago.
Next week we will take a look at texts and emails. Read, comment, share!