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Re-engage Inactive Users with Feature Updates


Bring lapsed users back to your app with feature updates and highlight the benefits of the new feature.

Re-engage Inactive Users with Feature Updates

Inactive users are a common problem for many apps, but there are ways to bring them back. One of the best ways to resurrect inactive users is through a new feature update. If you’ve just launched a new feature and you’ve been working on it for a long time, your team probably want to shout it from the rooftops. This email from Asana does exactly that. They want to show off a new feature to lapsed users and, in the process, highlight how their project management tool is constantly getting better. The email clearly describes what the new feature is—more importantly, it also explains why lapsed customers should care. It addresses the main benefit (“so you can easily see where work stands and hit your goals”) and includes a GIF directly in the email to visualize the changes in case customers don’t click through to the app. What’s more, this approach also works with older features. You can easily “re-release” existing features to users who don’t actively engage with that aspect of your app due to feature blindness. Step-by-Step:

How to implement
  1. Identify inactive users in your app.
  2. Create an email campaign to re-engage these users.
  3. Highlight the new feature and explain why it is beneficial to the user.
  4. Include a GIF or video to visualize the changes.
  5. Send the email to the inactive users.
  6. Monitor the results and adjust the campaign as needed.