“Customers are assets to be cared for and nurtured.'' - Jeanne Bliss
20 days, 30 days, 40 days...
A user has not interacted with your website/application, purchased anything, clicked or read any of your emails for this number of days.
You declare this user 'inactive'.
What do you do about it?
Sit back and mourn the loss of a customer?
Research has shown that email list decay costs you about 22.5% of your subscribers per year. Add another 10-25% on top of this statistic to account for remaining subscribers that simply stop interacting with you.
That's almost a 50% loss of active customers.
That is a disheartening statistic. But don't be downbeat.
You have already built a trusting relationship with your initial customer acquisition. In customer re-engagement, you simply have the relight this relationship.
It costs 5 x more to obtain a new customer than it does to re-engage an existing one.
Therefore, despite the ~50% loss of active users, it will be much easier to re-engage these users back to active customers than it would be to increase your sale leads by ~50%.
As stated by Jeane Bliss, author of Chief Customer Officer, customers are assets, that once inactive, should not be dismissed.
Making the effort to re-engage inactive consumers is an important process for you to obtain business success. This is where Process Street's Re-engagement Sequence Process comes in.
Sometimes subscribers fall out of touch and need a little reminder. Re-engagement sequences are perfect for reminding your once active subscribers you’re still here and still care about them. These are usually triggered after a subscriber has been inactive for a certain period of time, say 30 days.
For example, you might declare that a subscriber who hasn’t logged into your web app’s account for 30 days to be inactive. Once an account reaches inactivity, the re-engagement sequence sends content designed to get them back on your website (maybe with a special offer or bonus).
Other examples of re-engagement sequence triggers include not purchasing for a certain amount of time, not clicking or reading emails or not visiting your website.