At the moment, growth is something that my company is really focused on, and part of our growth strategy includes resurrecting a percentage of users that have become inactive over the years. This is especially important because our product has widened in scope recently and we now serve entrepreneurs throughout their journey in the startup space, as oppose to a specific moment in time. Would love to hear what creative strategies you recommend.
If they aren't responding to emails you could use their email addresses to create custom audiences in Facebook and Google. Then target them with ads in each platform announcing the new benefits your product/service offers them.
I very much like the strategy of the double viral loop that was used by Linkedin. Basically you would use new users to activate old ones based on background relatedness.
A good resurrection technique that works is leverage other people in the users network and inform the inactive user when someone in their network takes an action. This accomplishes a few things: 1. tell the inactive user that people they know see value in being active in the community, 2. reminds them to come back to check it out, without you the company telling them to do so. It’s a backwards way of staying top mind
Kinda ironic... I'm a previously inactive CoFoundersLab user that was resurrected an incentive email. Case in point!
My personal strategy is to continue providing value to users via email, social media, etc and accept that some inactive users will never re-engage... :(
Never lose them in the first place, Identify your ideal customers. Customer Centricity by Peter Fader pg.65 in part: “So many companies are so good at the product-centric basics-inventing a thing, producing a thing, delivering a thing, inventing a new thing, and so on-that they don’t stop to ask themselves, even for a moment, whether the customers they are selling to are the right ones. In a customer-centric firm, however, that question gets asked repeatedly because customer centricity flips the model. Companies don’t make and sell the products they think their customers will want; they make and sell products they know their customers will want. It’s a fundamentally different way of doing business, and one that requires quite a bit of effort up front to separate the right customers from the wrong ones.
Once you have identified your right customers the next steps are obvious. You mine those customers for information. You find out what they want, what they need, and what they will demand going forward. You find out how to acquire new customers who share some of the key characteristics that distinguish your best customers. And then you position your company, from the very top of the corporate structure right down to the on-the-ground sales force, to deliver on these[…]”
Excerpt From: Peter Fader. “Customer Centricity.” iBooks.
I read all suggestions and almost everybody advising either give incentives or use a special technic (email, social media etc.) to resurrect inactive users. However before developing a strategy/technic or design some incentives you have to create product or features awareness and especially because of widened (new) scope. You have to treat inactive users almost like a new users and the first step would be to show them what product could do for them (some advertising, visual material showing comparison with another similar service provider) . If I do not smoke even huge sale on cigarettes will not impress me (speaking of incentives). Presentation of the product could start from new UI for example (more friendly, graphical, intuitive etc.) and then what are the major differences with old version, some examples of successes would be appropriate. I can go on and on, and on (price strategy etc.), but at least that is the beginning.
Some of the sectors inbibing awareness & value outcome is the key to make users active. That need better & organised efforts as they are mostly inactive.
I think one of the first things that comes to play is affordability and location of this startup space.
Solely incentivising inactive users isn't necessarily going to bring them back. They may well have evolved and no longer fall within your target market, or their circumstances may have changed acting as a barrier to use. I would always take the personal approach, reaching out and acknowledging them, and then seeking to find out whether they would still like to hear from you / be a user, and if not, why? Sometimes the people that leave your business can be your biggest informers of your inefficiencies. Don't try to hard sell, tell the story of your growth or introduce new and exciting things to them to reignite their relationship with you. Whilst the answer may still be, 'NO', you will gain valuable further insight into your customer.
If they haven't opted out of mailings give them an incentive to return.