Create a Dormant User Strategy
Dormant users are previously engaged users who have not used the application within a certain number of days or more (the number of days is set when you integrate your application with Kahuna). These are users who have been engaged previously but have since lapsed. Depending on how frequently customers who are fully engaged use your application, a dormant user might be someone who stopped engaging two weeks ago (for example, for a travel application that is meant to be used occasionally) or two days ago (for example, for a messaging application that sees daily usage from most users).
Dormant users are important because they represent a large proportion of your total user base and include some of your most valuable customers. Unlike new users, it is likely that you already have some useful information about dormant users, including their past activities and preferences.
Goals for Dormant Users
Inspire dormant users to reengage with your app and take the key actions that will get them back on track to become frequent, long-term customers. As you create your dormant user strategy, it is important to leverage the following insights to bring users back into the fold.
- Consider the previous activities of different dormant users and the information they have provided to you.
- Take a close look at your engaged users over time. Observe the key actions they have taken and the information they have chosen to share with you.
What Inspires Dormant Users to Reengage
Typically, people use the applications that excite them and that remain relevant to their lives. Dormant users have forgotten why your application satisfies these criteria and require reminders to reestablish relevancy and enthusiasm. Here are several tactics that create a sense of relevancy or excitement and bring your users back.
Affinity-based offers and incentives
Leverage what you know about the past behavior or preferences of your dormant users so that you can provide a personalized offer. Instead of sending a generic promotion, activate their interest and reestablish relevancy by mentioning their favorite brand or product type.
New features and product functionality
Entice your dormant users with the promise of something new and exciting at times when they are likely to engage. Make sure to only target dormant users who have never experienced this specific feature or you risk being disregarded as spam.
Fear of missing out
Mobile users look for applications that keep them up-to-date on the latest trends and happenings. Applications that instill fear of missing out often win the attention of your users.
Design your Strategy
Knowing the past behavior and preferences of your users can help you cater to their current interests. Knowing who they are, such as gender or location, can also help you to send targeted messages that speak to them in a relevant way. The actions your dormant users have taken in the past can serve an important purpose when you are planning a program of messages that drive users toward reengagement. You need to think about what type of messaging you need to send out as users remain dormant for longer periods of time, as well as how to adjust your messaging based on the actions they have already taken.
Example strategy for dormant users of an e-commerce app.
Dormant for 1 day
Send out an affinity-based offer with the goal of encouraging users to purchase. Vary your messaging based on the actions the user has already taken.
Dormant for 7 days
Send out a fear of missing out campaign with the goal of encouraging users to browse or purchase. Vary your messaging based on the actions the user has already taken.
Dormant for 14 days
Send out a feature spotlight with the goal of encouraging customers to try new features, which makes them more invested in the product and more likely to continue using it. Vary the features you highlight in your push notifications based on actions your user has already taken to avoid sending messages about already used features.