Are you re-engaging with your users?

Are you effectively engaging with your users? How well are you re-engaging with them? Are you delivering positive interactions that are memorable, actionable and unique to each customer? 
We have previously discussed how user churn can have a detrimental impact on your business, losing users can cost you. You can’t look at user churn without discussing user re-engagement. 
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Here, we take a closer look at user re-engagement, and the various ways in which you can keep your users coming back, while also increasing their value including moving users from a free to a paid tier on platform. At Predikat, our predictive analytics can help you identify the points in which a user might churn- we can do this from various points in time, allowing you to re-engage with them and offer an incentive or action to keep them engaged. An engaged user is more likely to be a loyal one after all. 

As a business, you should prioritize re-engaging existing users in addition to new customer acquisition. User churn is expensive, and it costs more to acquire a new customer than to keep an existing one. So how are you keeping them on your platform? 
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Let’s take a look at why customer re-engagement is so important and the steps your business can take to keep users coming back for more.

What is User Re-engagement?
Re-engaging users is the process of getting users interested in your product again. When you re-engage a user, you may be trying to:

• Get them to come back after they’ve engaged on your platform or with your product
• Get them to come back once they’ve canceled their service or account. These users may be referred to as “churned users
• Get them to move from a free tier to a paid one, which increases their value 

Why is re-engagement important?
User re-engagement is an effective proactive method that allows you to prioritize your advertising spend and marketing actions on users who, based on previous actions, are identified as more likely to convert. This is why most marketers who use their ad spend to re-engage users, often see a higher ROI compared to others (Source). For example; if you are able to spend on a customer that is likely to convert to a paid tier or offering, they will be more valuable to you, and increase your ROI. 

It is important to understand that user engagement works best when it is part of a broader marketing strategy including various ads across digital channels, including web, email, mobile and in ap. Create actions that will be enticing and exciting for your users to bring them back, while also increasing their value in ap/ on platform. 

Ways to Re-engage Users
Now that we have covered user re-engagement we will take a closer look at the tactics that you can implement to bring customers back to your platform. 

1.Why did the user churn in the first place? 

• Were they unsatisfied with the platform/product? If so, why? 
• Was the user journey complicated? 
• Did they move to a competitor? 
• Did the pricing structure turn them away? 

2. Send out customer surveys

• Surveying your customers allows you to get the answers to your questions. Create a survey and send it to customers based on the time that they have been away. 

3. Utilize a regular email marketing newsletter

• Create a newsletter that is sent on a regular basis, whether that be weekly, bi-weekly or monthly. By getting in front of your users, your brand/product will be top of mind and prevent your users from churning in the first place. 
• You can take this one step further by sending targeted emails, and re-engage with users backed on their past behaviours and actions. Design promotional emails that are personalized, and attached to past purchases, behaviours, actions or locations.

4. Create a community for customers to join 

• Create a community just for your users. Examples include: Facebook groups, online forums or even memberships and loyalty programs.  

5. Utilize digital retargeting

• Digital retargeting can be extremely effective in re-engaging users. This is a process of placing cookies or tags on users when they visit your website/ social media platforms and grouping them into specific categories based on which pages they visited and how they engaged on the site/platform. Then, you can display ads to those audiences using Google Display and specific social media ads. 

6. Run enticing campaigns and promotions 

• Encourage users to test out a premium product or service. Do you offer a paid tier or an ad free platform? Offer up a trial period. 
• Directly message users on platform, make them feel connected and offer up incentives 
• Past users already know your brand, but they may just need a nudge to bring them back again. Give them the push they need by launching a contest, hosting a giveaway, introducing new features, products or services or offer referral incentives. 

Existing users who have already chosen to do business with your brand or engage on your platform in the past are extremely valuable. Don’t let them fall behind. Focus on your re-engagement plans to keep past customers coming back. 

Find out how Predikat and our predictive analytics can help you understand your users better and identify the proper marketing actions to help you retain your users.  Connect with us today, and experience our predictive analytics in real time .