Re-Engagement
Description
Re-engagement is the process of bringing back users who have installed your app but are inactive or at risk of churn. It’s done through personalized campaigns, offers, and reminders.
Definition
Re-engagement focuses on lapsed or inactive users, using marketing channels like push notifications, email, retargeting ads, and in-app prompts to bring them back into the user journey.
Why Is Re-Engagement Important for App Marketers?
It’s cheaper to re-engage an existing user than acquire a new one. Re-engagement boosts retention, LTV, and user lifetime. It’s critical for apps with recurring usage (fitness, finance, gaming) to maintain relevance and grow sustainably.
Where You Can Use Re-Engagement
Used across owned media (push, email), paid retargeting (Meta, Google, DSPs), and lifecycle automation platforms (Braze, OneSignal, CleverTap).
What Are the Best Practices
1. Segment Inactive Users (7-day, 30-day).
2. Personalize Messaging by Last Action.
3. Offer Timely Incentives.
4. Use Deep Linking.
5. Time Messages Based on User Patterns.
6. Avoid Over-Messaging.
7. Track Re-Engagement Rate & ROI.
8. A/B Test Offers vs Content.