What is re-engagement?
In mobile marketing, re-engagement refers to a marketing strategy that targets users who have already signed up for or engaged with an app and encourages them to return to the app. Typically, re-engagement will target users that have become inactive for a certain period of time, although it can also serve to push existing users further down the marketing funnel. For example, re-engagement campaigns may target users that have signed up for a free version of the app and encourage them to complete in-app purchases or subscribe to a premium version.
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How is re-engagement used by marketers?
There are a number of tactics used by marketers to re-engage users, such as using retargeting ads to bring inactive users back to the app, sending push notifications, or using email drip campaigns to reactive users. Re-engagement has become harder if not impossible on iOS, however, since Apple’s App Tracking Transparency regulations have limited IDFA availability.
Regardless of which tactic is used, the overall goal of re-engagement campaigns is to encourage users to return to the platform again. This has several benefits for overall ROI of marketing efforts as it can drastically reduce churn, and can also transform users at the top of the marketing funnel into paying customers.
Given that these users are already aware of the brand and have engaged in some way, re-engagement leads to much lower costs of conversion compared to campaigns targeting completely new users, or cold traffic campaigns. Whether using re-engagement campaigns for reducing churn or for nurturing existing users, this will increase the overall ROI/ROAS of a marketing campaign.
Just like any other marketing campaign, a key piece of re-engagement is tracking and optimizing your results over time.
How does Singular track re-engagement?
As a leader in marketing analytics and mobile attribution, Singular provides marketers with the tools they need to analyze and optimize the performance of their re-engagement campaigns. As discussed in our re-engagement FAQ:
In Singular, re-engagement is defined as the user’s opening of an app they have already used before, following a period of inactivity and then a click on a retargeting ad.
Singular counts a re-engagement event if the user:
- Used the app in the past,
- Stopped using it for a certain period of time,
- Clicked a retargeting ad, and
- Has now opened the app.
After Singular recognizes a re-engagement event, the process of re-engagement attribution is then triggered, in which case the event is credited to the partner network that caused it. In summary, Singular’s suite of marketing analytics and attrition tools is used to measure the performance of re-engagement campaigns and attribute the appropriate partner so you know which campaigns are performing best. All of this data can be used to increase the overall ROI of your marketing campaigns.