Best practices to reactivate churning users

The best way to extend the lifetime of your users is by making the journey and experience the best it can possibly be.

Introduce product offers to take over the house with cross-sales, and level up customer satisfaction with personalized educational campaigns, right when your users need them.

But even when you follow all the right steps, there will always be users who start to lose interest. And since we're talking about users who are no longer using, email is the best tool for driving reactivation. 

Let's look at a few strategies you can use to reactivate churned users with email.

Develop a longtail sequence

Just like with your onboarding sequence, there's nothing to lose here.

Create a sequence that runs from low to high risk of churn, all the way through to true churn. 

Experiment with different messages and run A/B tests, then measure engagement and reactivations.

Here are a few good options to get you started.

Adapt your messages based on when users churn

When analyzing your user journey, you'll notice distinct points where users churn for different reasons. So adjust your sequences for each segment to improve your reactivation results.

Let's look at two different segments with some tips on how you could reactivate them:

• New users: When your newest users churn, it's usually because of incorrect usage or poor product knowledge. So send out technical support messages and push for baseline feature adoption to improve their experience.
• Old users: Older users tend to churn when they lose interest in your product or brand. Reactivate them by shouting about new features and updated product models, or send out surveys to show how much you care.

Be aware of seasonality and sporadic usage

Some devices have very specific usage patterns based on seasonality – like heaters (winter) or waterproof cameras (summer).

Use these usage patterns to your advantage by sending out reminders to reactivate users at just the right time. And if you've launched new features since the last time they used your product, let them know.

Another tactic here is to use an agile calendar.