How to Win Inactive Users Back

Introduction

A Winback Journey aims to nudge inactive users to bring them back to your website to make a conversion event. Planning the same is important for the following reasons:

  • It is usually more cost-effective to retain the existing users than to acquire new ones, and making users renew the subscription is the best way of holding on to them. This also helps you to increase your revenue.
  • Moreover, this process will help us get a better feedback from users when you see a lesser motivation to renew. This will help us solve issues and thus finally help us provide a better customer experience.

While the Winback Journey can be highly beneficial, it is worth noting that it is not guaranteed to work every time. It is essential to evaluate the success of each Flow/Campaign and adjust your strategy based on what works and what does not work.

In this article, we will create a Flow campaign to engage with your inactive customers and nudge them to purchase a product. We will use the Conditional Split and Next Best Action features in Flows to achieve this use case.

Expected Result

Users receive a Push Notification on their phone:

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Users receive an email:

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Prerequisites

  • Events to track the action of a user completing a major conversion event such as product purchases or subscribing after a free trial based on your industry. For this example, we will consider "Product Purchased" as the end goal. It is also important to track other related information with respect to the event such as the platform, product ID, brand, price in each of those events. To understand how to track events, refer to the Developer Guide.
  • Events to track the action of a user opening your app or website and related information such as the platform, app version, timestamp in each of those events. To understand how to track events, refer to the Developer Guide. For this example, we will name the event as "App/Site Opened".
  • User properties to track the last seen date and life time value of the users. To understand how to track this information through user properties, refer to the Developer Guide. For this example, we will name the user properties as "Last Seen" and "LTV" respectively.
  • Settings for one or more channels such as Push, Email, SMS, or WhatsApp.

Create a Flow

In this section, let us create a Flow to engage with your inactive customers and nudge them to purchase a product:

Add Flow Details

  1. Navigate to the sidebar on the left and click Engage > Flows and click + Create flow, or click + Create new, and then click Flow.
  2. Click + Start with a blank canvas. You are taken to the first step “Details and goals”.
  3. Enter the following flow details:
    • Flow Name: Enter a flow name. For example, "Winback Journey".
    • Flow tags: Select the required flow tags.
  4. Under the Conversion goal section, turn the Exit on conversion toggle on to exit users who convert by doing the event "Product Purchase". This is your primary conversion goal, which triggers when a user completes the payment successfully to purchase a new product.
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  5. Click Next to move the second step “When will users enter the flow”. This step helps you define when to allow the user inside the flow. 
  6. Under Users enter the flow section, select the At Fixed Time card. image-20231214-024101.png
  7. Select the frequency at which the Flow should run. For this example, select the Monthly option and mention the start time and end time.
  8. Click Next to move to the second step “Who will enter the flow”. This is where you will select the target audience for your Flow.
  9. Under Audience, select users who have their Last Seen User property before 60 days ago. image-20231214-024232.png
  10. Click Next to move to the canvas section where you can define the Flow structure that you want the user to move through.

Define Flow Structure

  1. Click the + icon. A drawer is displayed.
  2. Under Conditions, add the entry condition as “Conditional Split” to split users based on the LTV they have. Doing this will help us focus differently on users based on their interaction with our services during their active days.
    For example, users who have an LTV of 10K are super active and have purchased a lot and thus nudging them with offers with multiple fallback attempts would be a good investment. While using a similar strategy for users with an LTV of say a few hundreds might not be good use of our investment because each message costs us.
  3. To do the same, click the edit icon of the added Conditional Split stage.
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  4. Add a Next Best Action (NBA) stage in the first two branches and a channel of your choice in the third branch. Through these action campaigns, we can make sure to provide offers for them or ask for feedback on what went wrong, or announce recently launched products for sale to grab their interests. The tone of the message can be of creating FOMO for users in branch 1 whereas the tone can be of urgency and insisting in branch 2. However, we can probably ignore or just interact with them through in a neutral tone for the Others branch because they are more likely users who just used a product for a few days. For more information, refer to Next Best Action in Flows.
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    Information


    The Next Best Action option under Action is available only in the Enterprise plan and it is an add-on for other plans.

  5. It is important to note that adding an NBA will help us reach out to each user in the right channel at the right time. This will help us increase the chance of higher engagement which in turn will help us to improve conversion. image-20231214-025726.png
    1. To define your Next Best Action stage, hover your mouse on the same and click on the edit icon. The Next best action pop-up is displayed.
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    2. From the Choose a fallback channel drop-down list, select a channel. A fallback channel is used when MoEngage does not have enough data to predict what is the preferred channel for a user.
    3. In the Default time to send section, select an option. The default time is used when MoEngage does not have enough data to predict what is the best time to send the communication to a user.
    4. Click Done.
  6. Define the message in each of the channels (Push, Email, and SMS) that you would like to use.
  7. If you have additional information about the users such as their name and gender, use the same to personalize the message while editing your Action campaign. Including such details will make the message more contextual and thereby increasing the chance of making the user feel connected. For more information, refer to Personalization in Flows.
  8. After the NBA stage above or the Action stage based on the branch, you can have a “Has Clicked Campaign” stage to check if users have interacted with the message.
    • If yes, check if they have done the “App/Site Opened” event using the "Has done event".
    • If they have not interacted with the message, send another campaign. For example, a Push notification.
    • Even after such repeated check-ins, if the user is not interacting or opening the app, we can probably ask for Feedback and then exit them from the flow.
  9. For people who are moving in the positive direction such as interacting with the message and have opened the app or site, we can follow up with messages nudging them to do actions that are further down in the funnel such as adding a product to wishlist, adding it to cart, or purchasing the product.
  10. Make sure to have some gap between any two communication to avoid spamming the user by using a Wait Stage. For more information, refer to Add Controls to Flow.
  11. Click Publish.

Conclusion

In this use case, we created a Flow campaign to engage with your inactive customers and nudge them to purchase a product.

  • Now that we have published the Flow, we can analyze how well our Flow is performing.
  • We can understand how many users entered the flow because of our campaign. Create a segmentation on the “User Entered Flow” event by mentioning the “Flow ID”. For more information, refer to Users who have entered/exited the Flow.
  • We can also understand how users actually purchased a product because of our campaign. Create a segmentation on the “Flow Trip Conversion” event by mentioning the “Flow ID”. For more information, refer to Conversion Tracking and Attribution in Flows.

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