The latest and most efficient retention play, Resurrection!
Written by Vanshitha M
Published on Dec 30, 2023
Introduction
Are you a digital marketer searching for the best strategies to bring back the dormant users of your brand? Then this article is for you!
What is resurrection?
When a user returns to your brand after being inactive for a while, it is called resurrection.
Source: Amplitude
What is the resurrected user retention?
When a user is dormant aka isn’t using your brand for a longer time, they have gone AWOL! But a curated resurrected strategy can bring them back.
Why resurrection?
Retention and getting back the inactive audience is way easier and more effective than acquiring new ones.
Retention Vs Acquisition:
- Users are already familiar with your brand.
- The cost of retention is lower than acquisition.
- The likelihood of bringing back dormant users is more.
Resurrection:
- Product development: Usually with resurrection, you can have a better picture of why the audience is becoming inactive in the first place.
- Competitive analysis: Users might have gone dormant because they found a better product, if you figure out why, you will know how you can stand apart.
- Increases customer lifetime value since trust and credibility are already established.
- Increases customer satisfaction: Regular interval checking can ensure better user interaction and engagement and resolve problems with app interfaces or any other problems.
How to identify dormant users?
- Fix your criteria:Each business has its own criteria for what dormancy means. A vacation company can see dormancy for months and that is completely fine.
- Analyse data: Understand the FRM (Frequency, Recency, Monetary) model to flag the users who are dormant.
- Segmentation: Comprehend the audience behavior and segment them to curate engagement campaigns.
You can retain your users at 3 stages:
- Primary Onboarding: Show the customer’s brand’s value and welcome them rightly by welcome campaigns.
- Secondary Onboarding: Giving the value of new products and driving repeated usage, you can do this through coupons and offers.
- Tertiary onboarding: Channeling the existing users to spread positive word-of-mouth and drive referrals.
How can you improve resurrection:
- Surveys: Understand what went wrong and how you can help your audience.
Source: appcues
- Personalization: Use custom messaging to hit the right wave by understanding behavior and go that extra mile to bridge their pain point in emails, and push notifications.
Source: teknicks
- Do not force: Know when to stop with the re-engagement strategies and give users a proper way of opt-out choice. Let the users be in control and rule.
Source: appcues
- Smooth re-engaging procedure: After coming back to the brand, ensure they know the value they provide and keep an efficient journey.
Source: teknicks
- Value them: Encourage them to be part of your brand and reward them accordingly.
Source: teknicks
How to improve retention:
Source: Retention10
A case study:
Duolingo is an American app providing educational content and language certification.
This is how they help resurrection:
- Personalization re-engagement campaigns: Fun emails in following up with the inactive audience.
Source: Bootcamp
- Easy interface: Any user can use Duolingo and have no problem with navigating through the app.
Source: Bootcamp
- Welcome back campaign: When Duolingo user comes back, they will have an easy onboarding procedure.
Source: Bootcamp
- Encourage retention: The streak campaign has allowed users to be consistent and encourages learning.
Source: Bootcamp
- Gamification: Game techniques are used to increase user engagement.
Source: Bootcamp
Why Retention10?
Source: medium
We can help you reduce the churn rate from every stage.
Conclusion:
Thanks for reading.
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Vanshitha Munipally
( Research & Content Marketer )
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