There are several industry standards for defining inactive users. We recommend using the 4×4 Rule: if a user engages at least 4 times in a 30-day window — through any channel — and then stops engaging for 4 weeks, she’s classified as inactive.
A more straightforward definition: any user who has not engaged with your brand for 30 or 60 days (by opening an email, visiting your site, or using your app).
Once you’ve defined a user as inactive, you should put her in a re-engagement campaign, spaced out over the course of several months. A few tips for creating successful re-engagement campaigns:
- Catch inactive users’ attention by departing from your routine. Use subject lines that are structured differently from your usual ones, and send emails when you normally don’t.
- Incorporate one simple and clear call-to-action in each message. For example, invite users to update their profile info, participate in a survey, or redeem an offer — all in separate messages that are spaced out by a week or more to maximize your chances of engagement.
- If a user has failed to engage for more than 9 months, remove that person from your list to protect your sender reputation.
Here’s an example of a clear and compelling re-engagement email:
4. As you begin to engage with more active users, you will need to ‘sunset’ older, unengaged users from your list to preserve list hygiene and improve your open and click rates. ZetaHub Managed Services can help you put together a plan for sunsetting users and execute the plan efficiently.