Introduction

So far, we have discussed many engagement and retention strategies. But what happens when users who once loved your app become inactive?

Resurrection is about reviving users who have previously engaged with the app but have since drifted away. Unlike users who have yet to experience the app's core value proposition, dormant users need a nudge to return. This guide will discuss the difference between resurrection and inactive users and strategies for reviving them.

Understanding Dormant Vs Inactive Users

Many people think reaching out to inactive app users is the best strategy for resurrection. However, this is not a good approach, as most inactive users have not stopped using the app because they are dormant. If you look at your app's retention curve, you'll find that around 30 to 40% of users stop using it even before establishing a habit. These are the inactive users, and this is an activation problem.

It's nearly impossible and costly to bring them back, as their mindset and psychology differ entirely from those who understand the app's core value. These users might not even know what the app is about.

• Dormant Users: These users have previously understood and engaged with your app's core value proposition but have stopped using it for some reason.
• Inactive Users: These are users who never fully engage with your app. Resurrecting them can be challenging due to their lack of initial interest.

Identifying Dormant Users

To effectively identify dormant users, follow these steps:

• Select Sample Size: Focus on users who have activated within the past six months, as these are your most recent users.
• Identify Inactive Users: Determine the number of users who have been inactive for the last 60 days. This period is a good benchmark for identifying users who may have fallen off.
• Calculate Active Days:
  • Calculate each user's active days, excluding the last 60 days.
  • Identify users who have been active for only one day after activation. These are considered inactive and not worth targeting for resurrection.
• Analyze User Activity:
  • Plot a frequency histogram of the number of days users were active.
  • Focus on active users towards the end of the spectrum, meaning those active for more than the days required to form a habit but have not been active in the last 60 days.

When to Focus on Resurrection

When you're considering focusing on resurrection strategies for your app, there are a few key moments and considerations to keep in mind:

• Timing: Focus on resurrection after successfully implementing all activation and engagement strategies and having a healthy user base. This is the time to target users who might be inclined to return.
• Understanding Opportunity and Cost: Assess the potential opportunity and cost before diving into resurrection. Identify which users are genuinely resuscitable and evaluate the resources needed to bring them back.
• Capitalize on High-Impact Periods: Take advantage of high-traffic times, like holidays. These periods can be perfect for re-engaging users and bringing them back to your app.

Types Of Dormant Users

When focusing on resurrecting dormant users, it's vital to understand the different types of users you're dealing with. Here are the types of users:

• Voluntary Users: These users have consciously decided to stop using your app. They can be divided into:
  • Voluntary Satisfied Users: They stopped using the app because it met their needs. For instance, some people might stop using Zillow after finding their perfect home.
  • Voluntary Unsatisfied Users: They left because the app didn't meet their expectations, similar to how some users drift away from Snapchat due to interface changes.
• Involuntary Users: These users stopped engaging for reasons beyond their control, like technical issues or availability problems. For example, Swiggy isn't available in North America, so users might stop using the app due to geographical restrictions.

Resurrection Strategies

When you're ready to resurrect dormant users, starting with involuntary users is wise since they're often easier to win back. Here's how you can tackle this:

• Identify and Fix Product Issues: Sometimes, users leave due to technical bugs or issues, like browser compatibility problems. If a large number of users are affected, it's usually noticeable. But if it's a smaller group in a specific location, it might be trickier to spot. Address these issues first to bring users back. For instance, Spotify once had a bug where playlists wouldn't sync offline, and fixing it helped retain users.
• Address Geographical and Access Limitations: Users might leave if your app isn't available in their region or if they switch jobs and lose access to a B2B app. For example, Swiggy isn't available in North America, which could be why users drop off there.
• Identify Payment Failures: Ensure your payment systems are smooth and reliable to avoid losing users due to failed transactions. Imagine trying to renew your Netflix subscription and the payment failing—fixing this can prevent user churn.

Once you've tackled these areas, you can focus on voluntary dormant users. This requires understanding why they left and crafting thoughtful strategies to bring them back:

• Understand Their Reasons: Voluntary users might have left because they felt the app met their needs or didn't meet their expectations. Dig into these reasons to tailor your approach. For example, Zillow users might leave after finding a home, as they no longer need the app.
• Craft Targeted Campaigns: Introduce new features, highlight different use cases, or offer incentives like discounts or loyalty programs to re-engage them. Duolingo's streak freeze is a clever way to keep users coming back.
• Strategic Timing: Plan your campaigns around when users are more likely to be receptive, such as holidays or after new feature launches. Spotify Wrapped is a great example—it drops at the end of the year when users are eager to see their music habits.
• Choose Effective Channels: To reach users, use email, in-app notifications, or even direct mail. Amazon's personalized emails about deals on items you've browsed are a good example.
• Create a Seamless Reactivation Experience: Make it easy for users to come back by highlighting updates and offering trials or discounts to help them reestablish their habits. Instagram's introduction of Stories brought back users who had drifted to Snapchat.

Focusing on these strategies can effectively bring back involuntary and voluntary dormant users, helping your app thrive again.

Conclusion

In conclusion, returning dormant users is about knowing why they left and giving them a good reason to return. Focus on those who once loved your app and tailor your approach to whether they left by choice or due to issues. Fix any technical hiccups and ensure your app is accessible to win back involuntary users. For those who left voluntarily, dig into why they left and craft fun, personalized campaigns to reel them back in. Timing is critical—hit them up during high-energy times like holidays. By doing this, you get them back and keep them around for the long haul, keeping your app lively and thriving.

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