8 Effective App Re-Engagement Strategies

Getting downloads is the easy part — keeping users coming back is the real battle. App re-engagement is the key to making it happen. This post will explore how it works and provide eight effective app re-engagement strategies to help you bring users back to your app.

What Is App Re-Engagement?

App re-engagement is the process of bringing users back to your app after they've stopped using it. It's a crucial strategy for maintaining user interest and activity in an increasingly competitive app market.

Consider these statistics:

• The global Android app uninstall rate hit 45% by the end of 2023.
• 25% of downloaded apps are only used once.
• Some app categories see retention rates as low as 2% after 30 days.

The point is that app retention isn't something you have total control over, but you can influence it through re-engagement efforts.

The Benefits of App Re-engagement

While many companies focus predominantly on new user acquisition, reconnecting with users who have already demonstrated interest in your platform has two unique benefits.

Cost-Effective Growth

Acquiring new users is expensive, but re-engaging existing ones is much cheaper. You've already done the hard work of getting them to download your app. Now, your re-engagement tactics only need to remind them why they liked it in the first place.

Valuable Feedback

Re-engaged users are in a unique position to provide insightful feedback. They can tell you what made them leave and what brought them back. This information is gold for improving your app and preventing future churn.

Essential App Re-engagement Metrics 

To make your re-engagement efforts count, you need to track the right metrics.

However, beware of vanity metrics — that look impressive but don't actually indicate success. Here are some mobile app vanity metrics to be cautious of:

• Total downloads: A high number doesn't mean people are using your app regularly.
• Number of registered users: Having an account doesn't equal active usage.
• App store ratings: While important, they don't necessarily reflect ongoing engagement.

Instead, focus on metrics that truly matter for your app's health and growth:

Retention Rate

This shows the percentage of users who return to your app after their first visit. Track the number of users who return after 7, 30, and 90 days.

A rising retention rate is a clear win for your re-engagement tactics. But don't stop there — compare these numbers to your baseline. If your 30-day retention jumps from 20% to 30% after a new campaign, you know you're onto something.

Churn Rate

This is the flip side of retention: the percentage of users who stop using your app over a given period.

How many users are you losing? By pinpointing when users typically drop off, you can time your re-engagement efforts perfectly. For example, if you see a spike in churn on day 14, that's your cue to reach out around day 10 with a compelling reason to stick around.

Daily Active Users (DAU) and Monthly Active Users (MAU)

The DAU/MAU ratio tells you how "sticky" your app is. Are users coming back daily or just once a month? A rising ratio means your re-engagement is creating habits. 

Use this metric to set goals — maybe you want to increase your DAU/MAU from 0.2 to 0.3 in the next quarter.

Session Metrics

Look at both the length and frequency of sessions. Are re-engaged users spending more time in your app? Are they coming back more often? These metrics show whether your efforts are truly adding value.

Try segmenting your users. You might find that re-engaged users' gamification campaigns have longer sessions than those from push notifications.

Time Since Last Session

This metric helps you catch users before they slip away. Set up alerts for users who haven't opened your app in, say, 5 days. Then, trigger a personalized re-engagement message.

Keep track of how this proactive approach impacts your overall retention.

Campaign Conversion Rates

Measure the success of specific re-engagement campaigns. Did that push notification get users to open the app? Did the email campaign lead to purchases? 

Low rates might mean it's time to A/B test your messaging or offers.

Lifetime Value (LTV) of Re-engaged Users

Compare the LTV of re-engaged users to new users. If re-engaged users have a higher LTV, you've got a solid case for investing more in re-engagement. Use this data to inform your budget allocation between acquisition and re-engagement efforts.

Reactivation Rate

This shows how many dormant users you're bringing back to life. A low rate might mean you need to segment your inactive users more effectively. Try different approaches for users who've been inactive for a month versus those inactive for six months.

Uninstall Rate

Keep track of how many users are uninstalling your app. A spike in uninstalls after a re-engagement campaign could mean you need to adjust your approach.

8 Re-Engagement Strategies 

Retaining users is just as crucial as acquiring them. Re-engagement strategies rekindle interest among inactive users and maximize the lifetime value of your app.

In this section, we'll explore the eight best strategies that can effectively bring users back and drive long-term loyalty.

1. Personalized Email Reminders 

Email reminders create a sense of connection between the user and the brand. When users get an email reminder from you, it reminds them of the value they once found in your app.

Because these emails are tailored to individual users and their previous interactions with your app, they can rekindle interest in users. To implement this strategy effectively:

• Segment users based on their engagement history. This segmentation will allow you to create customized messaging. For example, for users who haven't logged in for a certain period, you can use a subject line like "We Miss You!".
• Incorporate incentives into your emails, such as exclusive access to new features. These tangible benefits motivate users to return to your app. 
• Create visually appealing emails that are easy to read on mobile devices.

While there are many benefits to using personalized email reminders for re-engagement, there are also important pitfalls to avoid.

One common mistake is overwhelming users with too many emails in a short period, so businesses should be cautious and recognize the importance of email cadence. The ideal frequency varies based on your business and audience; for instance, some users may appreciate more frequent updates, while others may prefer a more spaced-out approach.

Another caution is failing to respect user privacy; always ensure compliance with data protection regulations when collecting and using personal information for email campaigns.

Lastly, avoid generic messaging; personalization should go beyond just including the user's name in the greeting. 

2. Push Notifications 

Push notifications are pop-up alerts that deliver messages directly to the user's mobile device.

Push notifications capture users' attention outside the app ecosystem. Emails may get lost in crowded inboxes, but push notifications appear directly on the user's screen — making them hard to ignore.

If you want to implement push notifications for re-engagement, here are our suggestions: 

• Create a sense of urgency in your messages. Use phrases like "Limited time offer!" or "Don't miss out!".
• Keep your notifications clear and simple, without any jargon. Aim to make your message easily readable at a glance.

It's important not to confuse push notifications with in-app messaging. While push notifications aim to bring users back into the app by catching their attention when they aren't engaged, in-app chat is designed for users who are actively using the app.

Or you might display a message that highlights a new feature or suggest related content based on their previous activities, guiding them toward deeper engagement with the app.

3. Retargeted Ads

Retargeting is a method for tracking a user's journey once they visit your app but don't complete a desired action, like making a purchase. These users are then shown ads that compel them to act. For re-engagement context, these ads can serve as reminders among users who may have forgotten about the app, even after installing it.

Here are some tips for effective retargeting: 

• Divide your audience based on their interaction history with your app. For example, target users who abandoned their shopping carts differently from those who are merely browsing.
• Include special promotions or limited-time offers in your retargeted ads to create urgency and motivate inactive users to take action.
• Experiment with various ad formats and messages to see what resonates best with your audience.
• Focus on strategic timing. For example, if you're a fitness app, retargeting efforts in January can work well.
• Put up social proof in retargeted ads rather than just highlighting features. 

4. Discounts 

Discounts can reignite interest among users who've drifted away by offering a financial incentive. Limited-time offers drive quick decision-making.

Here are some common mistakes to avoid: 

• Relying on discounts as a primary strategy. If users come to expect frequent promotions, it may lead them to wait for discounts rather than engaging with your app regularly. 
• Not communicating discount terms and conditions clearly. If users find the discount conditions confusing, restrictive, or misleading they may become frustrated rather than excited. 

5. In-app Events 

In-app events can be contests or special content releases encouraging users to return to the app. They create a desire for exclusive experiences. For example, a gaming app might host a special tournament where players can win prizes, drawing back users who may have lost interest.

To make the most of in-app events:

• Promote the event well in advance through push notifications and email reminders. 
• Make the event easy to join without high barriers to entry. 
• Entice with rewards that align with user interests. 
• Use analytics tools to track user engagement during these events; this data can help refine future strategies.
• Host events that solve common user pain points. For example, a meditation app can host "New Year Resolution" challenges with guided meditations to address the common struggle of maintaining health goals.
• Follow up with participants to gather feedback and maintain engagement. 

6. Surveys and Feedback Requests 

Surveys and feedback forms allow users to voice their opinions, share their experiences, and suggest improvements, making them feel valued and heard. By actively seeking feedback, businesses can better understand why the user was inactive and take actionable steps.

Consider these best practices when using surveys and feedback requests in your re-engagement efforts:

• Keep surveys short (nobody wants to fill out a 20-minute long survey!) and questions clear and concise. 
• Reach out after a reasonable period of inactivity, like 30-60 days. Don't wait until they've completely forgotten about you.
• Personalize your outreach by targeting specific user segments based on past interactions with your app. 
• Offer incentives for completing surveys, such as discounts or exclusive content. 
• Be transparent about how you'll use their answers. 
• Avoid making the survey feel like marketing in disguise, surveys are in fact, relationship builders.

Be sure to follow up with users who complete the survey to thank them and let them know how their input will influence future app improvements. 

7. Social Media Updates 

Using social media platforms can also help in re-engaging inactive users by reminding them of your app's offerings.

To use this strategy, you can:

• Regularly post updates about new features. 
• Engage with your audience through polls.
• Consider hosting contests and giveaways that require participants to engage with your app in some way --- this could be logging in or inviting friends.

However, remember to post frequently. Users need to see a consistent presence. The optimal frequency varies by platform: 

• Instagram recommends posting 3-5 times per week.
• LinkedIn and Facebook recommend 1-2 posts per day.

8. User Onboarding 

User onboarding is typically associated with introducing new users to an app, but it can also significantly help re-engage dormant users.

Here are some strategies for re-engagement onboarding:

• Send users brief in-app tutorials or quick walkthroughs for new features they may not know about.
• Use testimonials or success stories from active users to motivate dormant ones. Sharing how others benefit from your app can create a sense of community and encourage lapsed users to rejoin.
• Make it easy for inactive users to reactivate their accounts. When they attempt to log in, provide clear instructions and options for reactivation without requiring extensive steps or contacting support.
• Update your app's icon to signal changes or improvements, prompting inactive users to revisit the app. Pairing the new icon with in-app messaging can further guide users through new features.

However, there are some pitfalls to avoid. Keep the onboarding process focused on the most critical features. Don't send them generic onboarding messages, and be mindful of the timing. Reaching out too soon after a user has become inactive can feel intrusive.

Conclusion 

Now you have our top eight re-engagement strategies — from discounts to in-app messaging and push notifications. However, remember that re-engaging dormant users isn't just about winning back lost customers — it's about rekindling relationships and trust through thoughtful, value-driven interactions.