Inactive Users Update

Bringing inactive users back to life is a crucial challenge for any business with a digital product. One powerful way to reignite interest is through an inactive user update. This tactic involves reaching out to dormant customers with news about exciting new features or improvements to your product.

The beauty of an inactive user update lies in its simplicity and effectiveness. By showcasing fresh developments, you remind lapsed users of the value your product offers and give them a compelling reason to return. This approach can be particularly potent when you've made significant upgrades that address common pain points or introduce game-changing functionality.

What makes this tactic so appealing is its high impact relative to the low effort required. You're likely already developing new features and improvements for your active users. By packaging this information into a targeted message for inactive users, you can potentially recapture a segment of your audience that might otherwise be lost for good.

Moreover, inactive user updates aren't limited to brand-new features. You can breathe new life into existing functionalities by reintroducing them to users who may have overlooked or forgotten about them. This strategy helps combat feature blindness and ensures that your entire user base is aware of the full range of benefits your product offers.

Why this works

Inactive user updates work exceptionally well for several reasons:

1. Overcoming the "out of sight, out of mind" problem. When users stop engaging with your product, it's easy for them to forget about it entirely. An update reminds them of your existence and the value you offer.

2. Capitalizing on curiosity. People are naturally curious about new developments. By highlighting fresh features or improvements, you tap into this innate desire to explore and learn.

3. Addressing potential pain points. If users became inactive due to specific issues or missing functionality, an update showcasing solutions to these problems can be a powerful motivator for re-engagement.

4. Leveraging the sunk cost fallacy. Users who have previously invested time or money in your product may be more inclined to give it another chance when presented with new improvements.

5. Timing and relevance. These updates often coincide with actual improvements to your product, making them timely and genuinely relevant to the user's experience.

6. Low-pressure re-engagement. Unlike aggressive win-back campaigns, feature updates feel more like helpful information sharing, which can be less off-putting to inactive users.

7. Demonstrating ongoing value. Regular updates show that your product is continuously evolving and improving, reinforcing its long-term value to users.

8. Combating feature blindness. By reintroducing existing features, you help users discover functionalities they may have overlooked or forgotten about, potentially reigniting their interest.

9. Segmentation opportunities. You can tailor updates to specific user segments based on their past behavior or preferences, increasing the relevance and effectiveness of your message.

10. Social proof potential. Highlighting popular new features can create a fear of missing out (FOMO) effect, encouraging inactive users to return and explore what others are excited about.

11. Reactivating word-of-mouth marketing. Impressed by new features, reactivated users may share their positive experiences with others, potentially bringing in new customers.

12. Data collection opportunity. User responses to these updates can provide valuable insights into what features or improvements are most likely to drive re-engagement.

To maximize the effectiveness of inactive user updates:

• Personalize the message. Use data on the user's past behavior to highlight features most relevant to their interests.
• Keep it concise. Clearly communicate the value proposition without overwhelming the user with information.
• Use visuals. Include screenshots, GIFs, or short videos to quickly demonstrate new features, as shown in the Asana example.
• Provide a clear call-to-action. Make it easy for users to dive back in and explore the new features you're showcasing.
• Time it right. Send updates when you have genuinely exciting news to share, not just for the sake of reaching out.

By leveraging these psychological and practical factors, inactive user updates can be a powerful tool for re-engaging dormant customers and breathing new life into your user base.

How you can steal this

Here's how you can implement an inactive user update strategy for your digital business:

1. Identify your inactive users. Use your analytics tools to segment users who haven't engaged with your product in a specific timeframe, typically 30, 60, or 90 days.

2. Choose your update focus. Select a new feature, improvement, or underutilized existing feature that addresses common pain points or adds significant value.

3. Craft your message. Create a clear, concise email that highlights the chosen feature and its benefits. Use visuals like screenshots or GIFs to quickly demonstrate the functionality.

4. Personalize the content. Tailor the message based on the user's past behavior or preferences to increase relevance and engagement.

5. Design an eye-catching email. Use a clean, visually appealing layout that draws attention to the key information and call-to-action.

6. Include a clear call-to-action. Make it easy for users to re-engage by providing a prominent button or link to explore the new feature.

7. Test your timing. Experiment with different send times to find when your inactive users are most likely to open and engage with your email.

8. Set up an automated campaign. Use your email marketing platform to create an automated flow that sends updates to users as they become inactive.

9. Monitor and analyze results. Track key metrics like open rates, click-through rates, and reactivation rates to gauge the effectiveness of your campaign.

10. Iterate and improve. Use the insights gained from your analysis to refine your messaging, timing, and targeting for future inactive user updates.

Examples of how different digital businesses can apply this tactic:

• SaaS company. A project management software startup could highlight a new integration with a popular time-tracking tool, addressing a common user pain point.

• Marketplace app. An online freelance platform might showcase a new feature that simplifies the process of creating and submitting proposals, helping inactive freelancers land more gigs.

• E-commerce store. An online fashion retailer could introduce a new AI-powered size recommendation tool to inactive customers, reducing size-related returns and improving the shopping experience.

• Digital product creator. An online course platform could reintroduce their mobile app to inactive users, emphasizing the ability to learn on-the-go and access course materials offline.

• Subscription box service. A meal kit delivery service might highlight a new customization feature that allows subscribers to swap ingredients based on dietary preferences or restrictions.

Remember to keep your inactive user updates relevant, visually appealing, and focused on the value you're providing. By consistently communicating improvements and addressing user needs, you can effectively re-engage dormant customers and breathe new life into your user base.

Examples of inactive users update

Here are some concrete examples of how different digital businesses can implement effective inactive user updates:

SaaS company. A project management software startup could send an email highlighting their new AI-powered task prioritization feature. The message could showcase how the tool automatically suggests the most important tasks based on project deadlines and team capacity, addressing the common pain point of overwhelm and missed deadlines.

Marketplace app. An online freelance platform might create an update focused on their new instant chat feature. The email could emphasize how this tool allows freelancers to communicate with potential clients in real-time, increasing the chances of landing projects and building stronger client relationships.

E-commerce store. An online fashion retailer could showcase their newly launched virtual try-on feature powered by augmented reality. The inactive user update would demonstrate how customers can now see how clothes look on their body type before purchasing, potentially reducing returns and increasing customer satisfaction.

Digital product creator. An online course platform might highlight their new mobile app with offline access capabilities. The email could focus on how learners can now download course materials and continue their education even without an internet connection, perfect for on-the-go learning.

Subscription box service. A meal kit delivery company could introduce a new AI-powered recipe recommendation engine. The inactive user update would explain how the system learns from past preferences to suggest personalized meal plans, making it easier for subscribers to find recipes they'll love.

Here's an example of how Asana, a project management tool, executed an inactive user update:

Key elements that make this email effective:

• Clear feature description. The email succinctly explains the new "Progress" view.
• Benefit-focused messaging. It highlights why users should care: "so you can easily see where work stands and hit your goals."
• Visual demonstration. The GIF directly in the email shows the feature in action, enticing users to explore further.
• Strong call-to-action. The "See Progress view" button makes it easy for users to jump right in and try the new feature.

Remember, inactive user updates can also work well for reintroducing existing features. This approach can help combat feature blindness, where users overlook or forget about valuable functionalities within your product.

When crafting your inactive user updates:

• Keep it concise. Focus on one key feature or improvement to avoid overwhelming the user.
• Emphasize benefits. Clearly explain how the feature solves a problem or adds value for the user.
• Use visuals. Include screenshots, GIFs, or short videos to quickly demonstrate the new functionality.
• Personalize when possible. Tailor the message based on the user's past behavior or preferences.
• Provide a clear next step. Include a prominent call-to-action that makes it easy for users to explore the new feature.

By following these guidelines and drawing inspiration from successful examples like Asana's, you can create compelling inactive user updates that effectively re-engage dormant customers and breathe new life into your user base.