Definition of dormant user

A dormant user is someone who once actively engaged with a digital platform or service but hasn't interacted with it for a predefined period. This lack of recent activity makes them a target for re-engagement strategies, as their renewed interest could be beneficial. Typically, this concept is crucial in areas like digital marketing, online services, and mobile app management.

• Digital marketing: Marketers track engagement and segment users based on activity levels to optimize campaign targeting.

• Online services: Service providers analyze user logs to identify drop-off points and adjust their offerings.

• Mobile app management: App developers monitor user activity to understand app usage patterns and improve app features.

Identifying dormant users allows you to tailor communications, offers, and updates to rekindle their interest, potentially turning them back into active users.

Examples of dormant users

Here are specific instances that illustrate what a dormant user might look like across different digital platforms:

• E-commerce platform: Picture a customer who initially signed up, made a few purchases, but hasn't returned to make any transactions or browse in the last three months. This scenario is similar to what often happens in e-commerce businesses, where re-engagement strategies are crucial.

• Mobile application: Think of someone who downloaded a fitness app, engaged daily for several weeks, and then stopped using the app entirely for more than six weeks. This drop-off in user engagement can be analyzed using tools like Statsig's SDKs and APIs to understand user behavior patterns better.

• Online subscription service: Consider a learner who frequently accessed educational content on a platform but hasn't logged in to check out any new courses or materials in over two months. Platforms can utilize A/B testing to experiment with different strategies to re-engage these users.

Each example highlights the variability in user engagement across platforms, emphasizing the need for tailored strategies to re-engage these individuals effectively.

Identifying dormant users

Identifying dormant users starts with monitoring their activity patterns. You set specific inactivity thresholds—30, 60, or more days—depending on your platform's engagement expectations. This step is crucial for understanding which users have disengaged.

Activity tracking involves:

• Analyzing login data: Check how frequently users sign in.

• Reviewing interaction metrics: Look at user interactions with content or features.

• Monitoring purchase history: Track changes in buying behavior.

Segmentation follows identification. You categorize users based on their activity levels, which helps tailor re-engagement campaigns effectively. This segmentation allows you to deploy targeted efforts, enhancing the chances of reactivating these users.

Strategies to re-engage dormant users

Re-engaging dormant users requires strategic communication and incentives. Here’s how you can approach this:

Personalized email campaigns: Craft emails that resonate with individual user interests or past behaviors. Offer a special discount or highlight content that could reignite their interest. This approach makes the communication feel more relevant and personalized. Learn more about personalized email campaigns.

Push notifications: Use timely and relevant notifications to inform users about new features or updates that may appeal to them. Notifications act as a direct prompt, nudging users to revisit and explore what’s new. Check out these effective push notification strategies.

Offering incentives: Attract users back with exclusive offers or access to premium content. Rewards or special promotions can serve as a compelling reason for users to re-engage with your platform or app. Discover various incentive programs.