Reactivation of Churned Users
Identifying at what lifecycle stage the user churned, is the key to reducing it. This journey shows you how to execute this.
Overview:
Customer attrition or “churn” is a known issue in B2B. As opposed to B2C (lapsed interest), B2B churn happens because the customer didn't see your product's value or had trouble successfully using the product in their workflow. Identifying at what lifecycle stage the user churned, is the key to reducing it. To make the communication targeted, you bifurcate users as per their lifecycle stages. You can use custom events or lead scoring mechanism.
Industry:
B2B
Use Case:
Reactivating churned users
Segment:
Inactive user: Sign-up complete and not logged in since last 30 days.
Paid customer: Customer is part of the billing cycle.
Events:
logged_in
WebEngage.Track(‘logged_in’, {
/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Industry” : e commerce,
“Acc_created Date” : 12/12/17,
“Acc_created time” : 16:00
“Last login date” : 16/12/17
“Last login time” : 14:00
“Country” : India
“Plan” : Free
/*Number*/
“MAU” : 50000,
“Phone number” : 9842657921
“Number of sessions” : 6
/*Boolean*/
“On website” : 1
"On mobile" : 0,
“Newsletter subscribed” : 1
“Account_verified” : 1
})
Step-by-step explanation:
1. Journey is triggered when user enters segment: Inactive user.
2. Check if the user is a paid customer. If yes, goto step 3, else step 5.
3.1. Check if user is available on web push. If yes, send a web push on your latest feature, if not, goto step 4.1.
3.2. Wait for 4 days.
3.3. Now check if score is less than -200 (this is assuming user logged in and tried out some stuff for which he must have been awarded points).
3.4. If yes, send retention mail 1.2. End journey.
4.1. Check if users is reachable on email. If yes, send retention mail 1.1. This is a very dormant user, so the content should be chosen accordingly.
4.2. Wait for 4 days.
4.3. Now check if score is less than -200 (this is assuming user logged in and tried out some stuff for which he must have been awarded points).
4.4. If yes, send retention mail 1.2. End journey.
5. Similarly, make a drip for Not Paid users.
On every email unsubscribe, decrease the score. And on any email click, increase the score.
Pro-tip:
- Scoring helps you keep user profile updated as per their actions.