In this recipe

Remind lapsed users of your app’s value with a promotion or sale.

Promotions to Re-Engage Lapsed Users
Promotions to Re-Engage Lapsed Users

Campaign Tool

Push notification, optionally followed by an in-app message.

Who to Target

  • Lapsed users
  • Disappearing users

When to Target

Swrve’s Predictive Push feature can automatically choose the time of day each user is most likely to interact with a push notification for optimal results for the campaign.

Deeplink from the push notification to the in-app message, showing the offer inside the app.

What to Test and Optimize

A/B test the tone of the message, along with its content. For example, your first version could read, “Getting glam this Friday?! 50% off all hair products this weekend only!”, while a second version could read, “Sale now on – 50% off hair products while stocks last.”

More advanced testing could test what discounts or deals are the most enticing.

What to Measure

  • Click-through rate
  • ARPU
  • ARPPU

How to run this campaign in Swrve

Audience

  • Lapsed users: On the User Lifecycle dashboard, in the top right corner of the Lapsing users lifecycle card, click the menu and select Create Push Campaign.

 Screenshot 2015-08-03 11.12.37

  • Disappearing users: On the User Lifecycle dashboard, in the top right corner of the Disappearing users lifecycle card, click the menu and select Create Push Campaign.

 Screenshot 2015-08-03 11.12.45

You can further segment your audience to only include lapsed users who had previously made at least one purchase in your app, or lapsed users who have a lifetime spend above a certain amount.

Copy/creative Ideas

  • Push notifications should be short and snappy with a clear call to action. In the preview screen in your dashboard, make sure your text isn’t more than two lines long.
  • Match the tone of the push to that used throughout your app—whether it be youthful, funny, serious or friendly.
  • Using Swrve you can also send the user to a specific point in your app when they click through the push notification. Here it would be a good idea to link them directly to the page in your app where the promotion is available.

Optimization

  • Copy
  • Deeplinks
  • Sounds
  • Timing
  • Offers