Zombie Antidote:Waking Up

Dormant App Users

Brian Whalley / Klaviyo

Who Am I?

• Linguistics & Political Science at UMass Amherst

• Marketing at HubSpot, Kinvey, InsightSquared, Klaviyo

Users are expensive

• The best thing is if they never leave in the first place.

Users are expensive

• The best thing is if they never leave in the first place.

• It’s less expensive to reactivate an old user than reacquire a new one:

• Treat reactivation like it’s a funnel, just like you do for new users.

Example Costs By Funnel Stage

• $3 per click

• 40% LP Conversion Rate

• 50% activation rate

• These numbers feel pretty real, right?

Example Costs By Funnel Stage

• New users: $15 • 15 cents per click - $1.50 for ten clicks

• Get them through the login screen

• Help them receive some value

Early user acquisition

Why are early adopters great?

• Pain tolerant

• Vocal feedback

• Avid fans

Solving This

• Understand why someone chose your product

• You can wake them much more easily

• It’s a lot easier to ask someone to make the same choice again

Understand flows, build funnels, run campaigns

• Steps for doing this:

Understand your flows

• Instrument each use case in your product using software that can identify users

• For example, Fullstory, Mixpanel, HubSpot, Klaviyo…

Understand your flows

Build your funnel

• Track the retention of each use case: • How many people use your product?

• How many return to it?

Run campaigns

• Pick a use case

• If you want to work on an audience where you don’t have this data, just go with one of your most popular uses.

Help them make that decision again

• Remarketing advertisements

• Email

• In-App Messaging

• Call Campaigns

• SMS (For the truly bold)

Help them make that decision again

With that part down…

With that part down…

With that part down…

With that part down…

With that part down…

With that part down…

Further Reading

• Dan Wolchonok “Retention Is King”

• Alicia Shiu “Why You Need Cohorts to Improve Your Retention”

• Archana Madhavan “The What, When, and Why of User Retention”