Developing re-engagement campaigns for inactive users

Re-engagement campaigns are crucial for bringing inactive users back to your product. These targeted efforts aim to reignite interest and demonstrate the value users may be missing. Effective re-engagement strategies can significantly reduce churn and recover potentially lost revenue.

Key elements of successful re-engagement campaigns include:

• Segmentation: Identify different types of inactive users based on past behavior.
• Personalized messaging: Tailor content to previous interactions and preferences, as this makes the message more relevant and increases the chance of return.
• Clear value proposition: Highlight new features or benefits they may have missed. This can work well, especially if the update clearly addresses what the user cared about before going inactive. But if it’s too broad or generic, it usually performs worse than personalized content.
• Incentives: Offer special promotions or exclusive content to encourage return.
• Multi-channel approach: Use a combination of email, push notifications, and in-app messages.
• Timing: Determine the optimal time to reach out based on behavior patterns.^[1]

Asana effectively re-engages users through a friendly, conversational email that acknowledges their absence while highlighting product improvements, and making the return to the platform both welcoming and informative.