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A dormant user is a customer or visitor who was previously active on a digital platform but has since stopped engaging over a defined period. Dormancy can be temporary or signal the beginning of user churn.
How Are Dormant Users Identified?
By tracking inactivity against a pre-set threshold. For instance, an ecommerce brand may label users as dormant if they haven’t opened emails or made a purchase in 60 days.
Example:
If a customer who regularly shopped monthly hasn’t interacted with your app or emails for two months, they may be classified as dormant.
Why Do Dormant Users Matter?
- Early churn warning: Dormancy often precedes customer loss.
- Re-engagement opportunity: Dormant users are more affordable to re-activate than acquiring new ones.
- Targeted campaigns: Tailored win-back campaigns can rekindle interest.
Factors Leading to Dormancy:
- Poor user experience
- Irrelevant communication
- Lack of personalization
- Shifts in customer needs
How to Re-Engage Dormant Users:
- Send personalized win-back emails or SMS.
- Offer limited-time discounts or incentives.
- Survey them to understand disengagement.
- Use push notifications or in-app nudges.
- Retarget through preferred channels.
FAQs:
What is a dormant user strategy?
A targeted plan to re-engage inactive users through personalized, multi-channel campaigns.
How do I identify dormant users?
Analyze activity logs, open rates, purchase history, and session data.
What is the difference between dormant and churned users?
Dormant users are inactive for a period but not yet considered lost; churned users are fully disengaged.
Take Action
Leverage Netcore’s Customer Engagement Platform to identify, segment, and re-engage dormant users effectively.
