The engagement strategy is a marketing strategy that focuses on getting users to engage with your company’s marketing content. It aims to create an emotional connection between the user and the brand by providing value, entertainment, and utility for the customer. But what happens when you have a marketing campaign and no one shows up? You have marketing material that no one is seeing. It’s like people are walking by your marketing collateral, but they are not stopping to look at it because nothing is interesting about it or the information provided in your marketing campaign. Read more to learn how to make your inactive users engage with your brand again.
What Is User Engagement in Email Marketing?
User engagement in email marketing is a measurement of how your contacts interact with the messages you send them. It takes into account metrics that assess how often people open, click, and follow through with your desired actions.
Staying updated with your email campaign’s statistics and learning how to measure user engagement can let you make changes to improve how you design your emails and their content. The goal here is to make your campaigns even more effective than its previous iteration.
Marketers should constantly monitor customer engagement they get from their emails because it allows them to reveal prospective issues and identify solutions to resolve them immediately. Neglecting email engagement concerns could easily lead to major problems that can make it difficult for senders to recover from.
Every email marketer wants their campaigns to get recipients to open their messages and complete the actions they want. But before you can calculate user engagement and assess your campaigns, you first need to know what metrics to look out for.
What Is a Re-Engagement Campaign?
An engagement campaign is a marketing effort that is specifically geared to re-engage users and assist in calculating the cost per acquisition. This could be due to many reasons, such as boredom with the content, no longer seeing value in what you are providing, or simply forgetting about your product or service. Moreover, a re-engagement campaign is also a great way to calculate user engagement and remind them about your product or service and encourage them to come back and check out what you have to offer.
Reasons why companies may want to run a re-engagement campaign:
1. To Increase Customer Loyalty and Customer Retention
If you can successfully reengage your inactive users, you are more likely to keep them as customers. This is because they will have a renewed interest in what you offer and could potentially be converted into long-term, loyal new customers.
Product teams may also see a re-engagement campaign as an opportunity to cross-sell or upsell their products or services. Product and marketing teams often see a higher conversion rate for new users, so it can be a great way to increase revenue.
2. To Remind Active Users About the Product or Service
A re-engagement campaign is also a great way to follow up with users about your product or service. This is especially important if you have been away from the market for session duration, as highly engaged users may have forgotten you and your product or service.
Moreover, a re-engagement campaign can also help to increase user engagement with your brand awareness. As users engage with your relevant content, customers may start sharing it with their friends and family, which could lead to more people becoming aware of your product or service.
3. To Target Customers Who Have Stopped Engaging With Your Content
Some businesses may find that they get increased engagement from their existing customers, but only a small percentage of monthly active users. Product teams may want to consider running a re-engagement campaign in order to target and re-engage the customers who have stopped engaging with their content.
This can be a great way to improve user engagement rate, as well as increase the number of active and engaged users. Your inactive users may also start to engage with your content if you can successfully reengage them.
4. To Revive Old Leads That Have Gone Cold
If you have a database of leads that you have been nurturing for some time but this has not resulted in any sales, a re-engagement campaign may be the answer. Oftentimes, all it takes is a touchpoint or two to get these old leads interested in your product or service again.
Different businesses may also want to consider running a re-engagement campaign. If customers are experiencing a high churn rate, a re-engagement campaign can help you to reduce the number of customers who are leaving your business.
Why Do Customers Become Inactive?
There are many reasons why an engaged user stops using your product, social media app, or becomes inactive. But, we would say that the most common reason is simply that customers forgot about your product or service and never returned to check it out again. Their primary focus has shifted elsewhere, so even if you send them emails reminding them of what you have to offer, customers are unlikely to return.
Some other common causes of user disengagement include:
1. Mismatched Expectations
If you promise something that isn’t delivered upon, this could cause an issue between you and the engaged user who signed up. For example, customers might expect their account to be private, but it becomes public once more people start joining the app (this is very common), or perhaps customers thought that there would be interaction within the community, but no one ever replies back when they post anything.
2. Dislike Changes on Your App
If you recently made a major update or new feature on your website or app, then people may not like it at first since they’re used to seeing things done in certain ways. This can cause more usage to decrease and prospects to be uninterested in returning back until things eventually go back to the way they were before.
3. Frustration With How Your Product or Service Works
If engaged users sign up for something but then don’t know how to use it or what they’re supposed to do, this can cause them frustration. Customers think that your app should be easier and more intuitive while you, on the other hand, think that everything is fine just as-is. This often leads to trial users giving up on your product or service and never coming back again.
4. Negative Experiences
If customers have had a negative experience with your business in the past, they likely will not want to return and have anything to do with you again. This can be caused by poor customer service, hackers news, unresolved issues, or even just feeling angry or frustrated after dealing with your control group.
5. Lack of Time
Between work, school, family responsibilities, and other obligations, people are busier than ever nowadays and users spend little time checking out everything that’s going on online.
6. Lack of Value
If there’s no value, then there’s no reason to continue. If users feel that product teams don’t offer anything new or different from what users find elsewhere on the internet or different apps, then they’ll likely lose interest and stop engaging with your platform or app. This is why it’s important to always be innovating and coming up with new ways to engage users so that customers see the value in what you have to offer.
7. Competition’s Platform Looks More Appealing
This often happens when a company’s business model isn’t as modern or up-to-date as its competitors. If users feel that your site’s app looks outdated, then customers will likely switch to using a different platform or app that appears more appealing to them. Many companies make this mistake by not paying attention to their design and how it impacts the user’s experience.
This is where product and marketing teams come into play. You can get users interested again by implementing user re-engagement campaigns and sending targeted emails or messages that speak directly to your target audience’s interests. For a weight loss product, this might include ways to start working out more often or how to lose weight with dieting tips. You might even interest someone else entirely.
Campaign Strategies To Re-engage Your Inactive Users
Businesses often wonder how to re-engage users and get them interested in returning to their platform or app. While there’s no one silver bullet that will work for everyone, here are some general campaign strategies that you can try out:
1. Create an Emotional Connection
One of the best ways to get someone interested in returning is by creating an emotional connection. This can be done by sending personalized messages that are relevant to their interests or experiences. You could also try reminiscing about past memories that you shared together, which will make users feel appreciated and valued, encouraging them to come back again. Creating an emotional connection is a great way to show your users that you care and that you want them to come back.
2. Create Special Offers With Discounts or Free Items
Another great way to get users interested in returning back is by giving them special offers. This could be discounts for their next purchase or free items that they can use on your app. By enticing them with something that’s valuable, you’re more likely to get them to come back and take a look at what you have to offer.
3. Remind Them Why They Engaged With Your Brand in the First Place
Reminding engaged users why they interacted with your company in the first place is a terrific method to re-engage them. This could be a specific message or video that talks about what you offer and how it’s helped them in the past. You could also try sharing customer engagement or case studies that show how your product or service has made a difference in their lives.
This type of content is often more personal and can help remind users why they originally loved your brand. It can also encourage them to return and give the product manager another chance, especially if customers haven’t had a good experience recently.
4. Make Them Know You’ve Improved Your Product/Service Since Their Last Engagement
Another excellent way to get users engaged is to inform them that you’ve improved your product or service or have a new feature since the last time they interacted with your brand. This could be in the form of a message, video, or even an email campaign. By letting them know that you’re constantly working on making things better and improving value propositions, you’ll show they have valuable feedback, and users will choose to create meaningful actions.
5. Ask Customers If They Still Want To Know About Your Brand
When re-engaging users, one of the most crucial things to do is to ask them if they still want to hear about your business. A lot of companies assume that inactive customers are gone for good, but in many cases, this isn’t true at all. You may find that some people who have left aren’t necessarily sure yet, which means you can decrease your bounce rate after giving them extra user attention. User attention is a finite source, so it’s important to make sure that you’re re-engaging your inactive users.
6. Make Them Know About New Relevant Products/Services
By telling them about new, interesting products, features, and services that you have, you can get people to come back. This type of content can be delivered in a number of ways, such as through social media posts, website or app banners, or even email campaigns with internal links. By keeping your brand top of mind, you’ll make it more likely for customers to come back and check out what you have available.
7. Make Customers Know They’re Important for the Brand and That You Miss Them
To re-engage inactive users, you must first convince them that they are valuable to the brand and that you miss them. This means sending out email notifications or social media app messages. This allows people to know how much you appreciated their support in the past and thank them for sticking with your product team through thick and thin.
By showing these individuals that you genuinely care about their well-being, it’ll be more likely that they feel like coming back is worth their time. It also shows a willingness on behalf of your product team to go above and beyond what’s expected in an effort to make things right again.
8. Silly Jokes and Funny Messages Connect Better With the Audience
In order to re-engage inactive users, you need to connect with them on a personal level. This means sending out silly jokes and funny messages to make people want to come back for more. Humor is one of the best ways to break the ice and get people interested in your brand again.
Not only does this help show off your personality, but it can also be a great way to remind customers what they’re missing out on. If you can make them laugh, then there’s a good chance that they’ll stick around for future updates. Just be careful not to cross the line into being too cheesy or corny — nothing kills a relationship like bad humor.
Measuring the Success of Your Re-engagement Strategy
Once you’ve put into place a re-engagement strategy, it’s important to measure engagement for success. This will help you determine what works and what doesn’t, so you can create necessary changes and improve user engagement in your plan for the future.
There are a variety of ways to do this, such as through surveys or even Google analytics tools app. By taking the session duration to measure your success, you’ll be highly correlated with your efforts and make sure that you’re getting the most out of your high engagement strategy. You may even find that some tactics work better than others, so it’s important to find what works best for your specific brand.
When measuring success, it’s important to look at a few different factors. For example, you may want to consider how many people came back after being re-engaged, as well as what their overall product engagement rates were. You may also want to look at how much revenue was generated due to the re-engagement campaign.
To easily measure user engagement, consider using a tool like SendReach app or Google Analytics. It allows you to track opens, clicks, and social proof shares for all of your email campaigns, including those used for re-engagement. This way, you’ll be able to see exactly how well each tactic is performing and create necessary changes to improve your overall profitability.
You’ll also be able to see which channels are most effective for reengaging people, so you can focus your marketing efforts on the ones that are giving you the best results.
By taking the time to measure increasing user engagement, you’ll be able to improve user engagement and make sure that you’re getting the most out of your efforts. This is essential to ensure that your brand stays top of mind with customers who have left in the past.
Examples of Businesses That Have Successfully Reengaged Their Users
There are several businesses out there that have successfully re-engaged their users. Here are a few examples to give you an idea of what’s possible:
Amazon: Amazon is known for being one of the most successful eCommerce app companies globally. One of the reasons for this is their ability to re-engage inactive users. In fact, they’ve been so successful that they now offer a service called “Amazon Prime,” which guarantees two-day shipping on all orders. It’s free for members.
Apple: Apple is known for regularly sending emails to customers, reminding them about the products they offer, and giving the ultimate guide on how they can stay up-to-date with the latest news. It’s a great way to keep their brand top of mind, even if people haven’t been using their products recently.
By looking at what these businesses are doing, you can get some ideas for reengaging your inactive users. Just be sure to tailor your tactics to fit your specific brand and target audience.
Conclusion
Reactivating users can seem like a daunting task, but it’s definitely worth your time and effort. By using some of the strategies mentioned in this blog post, you’ll be able to win back customers that have been drifting away from your brand and improve your conversion rate.
Don’t forget, even if someone has been inactive since day one, there are still ways to help contribute to your business’s future. Don’t give up on them just yet.
