Nurture right to keep them alive
Any subscriber who has not visited the website or app for 30 days, should be sent a communication to come back.
Overview:
Automating inactive users' reactivation is a challenge at scale. As your business grows, 1000s of users will start their journey with your user daily. Each of these users may opt for different product/service line and tracking each of these users' activity and triggering reactivation campaign is major task at hand.
This journey shows an usecase of tracking users going inactive and how to trigger personalised messages across channels they are reachable on. These inactive users are reached out with a communication to come back. The communication should be personalised (basis of their activity) to increase your recall value.
Industry:
Content/Blog
Use Case:
D-30 Inactive user reactivation
Segments:
D-30 - User has signed up and has not logged in last 30 days.
Lead score less than -100 - Users whose 'lead score' attribute's value is less than -100.
Events:
logged_in
Webengage.Track(“logged_in”, {
/*String*/
“Name” :
“Email” :
“Contact” :
“Gender” :
“Plan” :
“Last content viewed” :
/*Time*/
“Last_log_in_time ” :
“Account_created_time” :
/*Date*/
“Last_log_in_date ” :
“Account_created_date” :
/*Number*/
“Number_of_sessions” :
“Last amount paid” :
“Engagement_score” :
/*Boolean*/
“Logged_in” : 0
“Newsletter_subcribed” : 0
“Auto payment’ : 0
/*array*/
“recommendation_on_last_viewed” : [“CONTENT1”, “CONTENT2”, “CONTENT3”, “CONTENT4” ]
“Next_episodes” : [“EPISODE1”, “EPISODE2”, “EPISODE3”, “EPISODE4” ]
})
Step-by Step Explanation:
- Journey is triggered for each user as they enter segment D-30 (goto step 2) or when his lead score is less than -100 (goto step 3 directly).
- Check if the user is reachable on web push.
- If reachable on web push, trigger a web push on the lines of miss you and whats new. If not reachable on web push, send an email on the same lines.
- Now wait upto 2 days for him to login again.
- On success(if the user logs in within the next 2 days), increase his engagement score by 10. On timeout, goto step 3.
- Check if user is reachable on email.
- If yes, send him an email on latest content and recommendations based on his past behaviour.
- Now wait for for him to login again upto 2 days.
- On success, increase his engagement score by 10.
Pro tip:
You can make similar journeys for 60 days and 90 days lapsed users. Engagement score may also be updated via a comprehensive lead scoring journey based on user activity.