Re-engagement Campaigns for Mobile Apps
Reactivating a dormant user is cheaper than finding a new one. Retargeting, push, email and deep links, used to bring users back to real value.
Key takeaways
- Re-engaging dormant users is cheaper than acquiring brand-new ones.
- Use retargeting, push, email and deep links to bring lapsed users back to value.
Every app accumulates a graveyard of dormant users who installed, drifted off, and never deleted it. Re-engagement is the discipline of bringing the winnable ones back, usually at a fraction of new-user cost.
Cheaper than acquisition
These users already know your app and chose to install it once. Reactivating them sidesteps the most expensive part of UA, finding and convincing a stranger, so the economics are often far better than net-new spend.
The channels
Paid retargeting reaches users off-app, while push and email reach those still reachable directly. Deep links matter: drop a returning user straight into the relevant screen, not a cold home page, or you lose them again.
What brings users back
A reason, not a nag. New value, a relevant reminder, or a well-timed offer reactivates users; repetitive pestering just earns an uninstall. Lead with what changed or what they are missing, and make the return effortless.
Want a re-engagement program that pays for itself?
See the UA service