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Reengagement

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Contents

Problem

A user of your site hasn’t visited or participated in awhile.


Example

Plaxo reengagement email
Plaxo periodically sends email to users with links to people they may know and want to connect to in order to reengage the user in the product.

Use When

  • Use this pattern when you want to entice users back to your site.
  • Use this pattern when you want to inform users of new features.


Solution

  • Allow your users to opt-in to email correspondence from your site as well as when they initially sign up.
  • Plan an ongoing schedule for outgoing email.
  • Emails should highlight key features and/or new features.
  • If your user hasn’t been to your site for some amount of time, send email that entices your user back to the site, but only if they agreed to receive email. If the site has features that are based on relationships, share a piece of public data from the users’ friends to let them know what they are missing.
  • Develop a set of rules for how long a user is absent before you send a re-engagement email.
  • The email should contain a very clear call to action.
  • There should be a limited amount of messages included in each email.
  • Don’t send too many emails too often or you will have the reverse effect of bringing the user back to your site.


Rationale

Re-engagement of your users should be an ongoing effort. In most cases, re-engagement efforts are done through email campaigns sent out on a regular basis. Emails are usually varied and highlight features or recent activities by the user’s network on the site.


Related Patterns