{"id":204,"count":0,"description":"","link":"https:\/\/tenjin.com\/ja\/glossary\/re-engagement\/","name":"Re-engagement","slug":"re-engagement","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\nRe-engagement is a mobile marketing strategy focused on reactivating users who have stopped using an app but have not yet churned. Marketers use channels such as push notifications, retargeting ads, email, and personalized offers to encourage dormant users to return, improve retention, and drive additional conversions.\r\n\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Re-engagement?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, re-engagement is the practice of reconnecting with users who have become inactive or dormant inside your app. These are people who downloaded your app, used it at least once, and then went quiet\u2026not quite lapsed, but no longer active either.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The goal is straightforward: motivate them to come back before they uninstall and disappear for good.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Re-engagement campaigns are typically run on a <strong>Cost Per Re-engagement (CPE)<\/strong> basis, meaning you only pay when a dormant user actually takes action. That makes it one of the more efficient tools in a mobile marketer's arsenal.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why Is Re-Engagement Important?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Dormant users represent untapped value. They already know your app, they've experienced it firsthand, and they haven't uninstalled it yet, which means there's still an opportunity to win them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Here's why that matters:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It is almost always cheaper to re-engage an existing user than to acquire a new one<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reactivating dormant users improves overall retention rates and ROI<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Active users are far more likely to convert on key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Every user you win back is one less gap your UA budget has to fill<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Acting early is key. The longer a user sits dormant, the harder re-engagement becomes and the closer they get to becoming a lapsed user entirely.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\">How Do You Re-engage Dormant Users?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">Before you launch any campaign, it helps to understand why users went quiet in the first place. Drop-off rarely happens for one single reason. Common causes include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Getting stuck at a difficult level or stage<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">App crashes or technical issues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A confusing or incomplete onboarding experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Poor customer experience at a critical moment<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Simply switching to a competing app<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Once you have a clearer picture of the drop-off, you can build messaging that actually speaks to it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The most common re-engagement method is the push notification. That\u00a0 timely, relevant nudge that reminds users why they downloaded your app. Effective push notifications might:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Announce that a bug or issue has been fixed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Offer a bonus, discount, or extra life<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Highlight new content or features<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Remind users of something they left behind<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Celebrate a milestone or reward loyalty<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Beyond push, paid retargeting ads, email, and in-app messages all play a role depending on your app type and the permissions you have from users.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Smart, user-friendly onboarding also does a lot of the heavy lifting here \u2014 the better your first impression, the less re-engagement work you'll need to do later.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How to Run a Re-Engagement Campaign<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A well-structured re-engagement campaign follows a clear process:<\/span>\r\n<h4><b>Define What \"Dormant\" Means for Your App<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Seven days of inactivity might signal churn for a daily habit app. For a utility tool, ninety days might be a more appropriate threshold.<\/span>\r\n<h4><b>Identify Where Users Dropped Off<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Use your attribution and analytics data to find the moments where engagement breaks down. This shapes your creative and messaging strategy.<\/span>\r\n<h4><b>Segment Your Audience<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A user who made three purchases before going quiet is a very different prospect from someone who never completed onboarding. Segment accordingly.<\/span>\r\n<h4><b>Choose Your Channels and Creative<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Match your format and message to your audience. What works for one segment may not resonate with another so test and iterate.<\/span>\r\n<h4><b>Measure the Tight Things<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A re-open is not a win on its own. Track session depth, in-app events, and conversions to understand whether users are genuinely reactivated.<\/span>\r\n<h2><strong>How to Segment Re-Engagement Campaigns<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Segmentation is what makes a re-engagement campaign precise rather than generic. Build your segments around:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Recency:<\/b><span style=\"font-weight: 400\"> How long since the user last opened the app?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Frequency: <\/b><span style=\"font-weight: 400\">How often did they use it before going quiet?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Monetization behavior:<\/b><span style=\"font-weight: 400\"> Did they ever purchase or hit a key conversion event?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Acquisition source:<\/b><span style=\"font-weight: 400\"> Where did they originally come from?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Device or OS:<\/b><span style=\"font-weight: 400\"> Useful for tailoring creative formats and channel selection<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Tighter segments mean more relevant messaging and relevance is what drives results.<\/span>\r\n<h2><strong>Re-Engagement vs. Retargeting: What's the Difference?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">These two terms are often used interchangeably, but they're not the same thing.<\/span>\r\n\r\n<span style=\"font-weight: 400\"><strong>Re-engagement targets users who are dormant. <\/strong>\r\nThey might have installed your app and used it, but have become inactive<\/span>\r\n\r\n<strong>Retargeting targets users who have shown interest in your app or have already lapsed.\r\n<\/strong><span style=\"font-weight: 400\">They might have visited your store page, clicked an ad, or uninstalled entirely<\/span>\r\n\r\n<span style=\"font-weight: 400\">Think of re-engagement as the earlier intervention. It's your chance to win users back before they're truly gone.<\/span>\r\n<h2><strong>Re-Engagement and Attribution<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Running re-engagement campaigns without clean attribution is a fast way to misread your results. Without it, you risk crediting campaigns for organic re-opens or double-counting conversions that were never really driven by your spend.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A reliable MMP helps you:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Separate re-engagement conversions from organic re-opens<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Attribute returning users to the correct campaign source<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Measure campaign-level performance with real granularity<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Feed accurate data back into your optimization loop<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Tenjin's attribution tools are built to give you that clarity, so every re-engagement decision is backed by data you can trust.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\">Retention Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/session\/\">Session<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion-rate-cvr\/\">Conversion Rate<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">Conversion<\/a><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Re-Engagement: Definition &amp; Strategies | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"Learn what re-engagement is, how it targets lapsed users in campaigns. 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Marketers use channels such as push notifications, retargeting ads, email, and personalized offers to encourage dormant users to return, improve retention, and drive additional conversions.\r\n\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Re-engagement?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, re-engagement is the practice of reconnecting with users who have become inactive or dormant inside your app. These are people who downloaded your app, used it at least once, and then went quiet\u2026not quite lapsed, but no longer active either.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The goal is straightforward: motivate them to come back before they uninstall and disappear for good.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Re-engagement campaigns are typically run on a <strong>Cost Per Re-engagement (CPE)<\/strong> basis, meaning you only pay when a dormant user actually takes action. That makes it one of the more efficient tools in a mobile marketer's arsenal.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why Is Re-Engagement Important?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Dormant users represent untapped value. They already know your app, they've experienced it firsthand, and they haven't uninstalled it yet, which means there's still an opportunity to win them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Here's why that matters:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">It is almost always cheaper to re-engage an existing user than to acquire a new one<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reactivating dormant users improves overall retention rates and ROI<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Active users are far more likely to convert on key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Every user you win back is one less gap your UA budget has to fill<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Acting early is key. The longer a user sits dormant, the harder re-engagement becomes and the closer they get to becoming a lapsed user entirely.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2 class=\"wp-block-heading\">How Do You Re-engage Dormant Users?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">Before you launch any campaign, it helps to understand why users went quiet in the first place. Drop-off rarely happens for one single reason. Common causes include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Getting stuck at a difficult level or stage<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">App crashes or technical issues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A confusing or incomplete onboarding experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Poor customer experience at a critical moment<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Simply switching to a competing app<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Once you have a clearer picture of the drop-off, you can build messaging that actually speaks to it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The most common re-engagement method is the push notification. That\u00a0 timely, relevant nudge that reminds users why they downloaded your app. Effective push notifications might:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Announce that a bug or issue has been fixed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Offer a bonus, discount, or extra life<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Highlight new content or features<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Remind users of something they left behind<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Celebrate a milestone or reward loyalty<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Beyond push, paid retargeting ads, email, and in-app messages all play a role depending on your app type and the permissions you have from users.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Smart, user-friendly onboarding also does a lot of the heavy lifting here \u2014 the better your first impression, the less re-engagement work you'll need to do later.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>How to Run a Re-Engagement Campaign<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">A well-structured re-engagement campaign follows a clear process:<\/span>\r\n<h4><b>Define What \"Dormant\" Means for Your App<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Seven days of inactivity might signal churn for a daily habit app. For a utility tool, ninety days might be a more appropriate threshold.<\/span>\r\n<h4><b>Identify Where Users Dropped Off<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Use your attribution and analytics data to find the moments where engagement breaks down. This shapes your creative and messaging strategy.<\/span>\r\n<h4><b>Segment Your Audience<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A user who made three purchases before going quiet is a very different prospect from someone who never completed onboarding. Segment accordingly.<\/span>\r\n<h4><b>Choose Your Channels and Creative<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Match your format and message to your audience. What works for one segment may not resonate with another so test and iterate.<\/span>\r\n<h4><b>Measure the Tight Things<\/b><\/h4>\r\n<span style=\"font-weight: 400\">A re-open is not a win on its own. Track session depth, in-app events, and conversions to understand whether users are genuinely reactivated.<\/span>\r\n<h2><strong>How to Segment Re-Engagement Campaigns<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Segmentation is what makes a re-engagement campaign precise rather than generic. Build your segments around:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Recency:<\/b><span style=\"font-weight: 400\"> How long since the user last opened the app?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Frequency: <\/b><span style=\"font-weight: 400\">How often did they use it before going quiet?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Monetization behavior:<\/b><span style=\"font-weight: 400\"> Did they ever purchase or hit a key conversion event?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Acquisition source:<\/b><span style=\"font-weight: 400\"> Where did they originally come from?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Device or OS:<\/b><span style=\"font-weight: 400\"> Useful for tailoring creative formats and channel selection<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Tighter segments mean more relevant messaging and relevance is what drives results.<\/span>\r\n<h2><strong>Re-Engagement vs. Retargeting: What's the Difference?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">These two terms are often used interchangeably, but they're not the same thing.<\/span>\r\n\r\n<span style=\"font-weight: 400\"><strong>Re-engagement targets users who are dormant. <\/strong>\r\nThey might have installed your app and used it, but have become inactive<\/span>\r\n\r\n<strong>Retargeting targets users who have shown interest in your app or have already lapsed.\r\n<\/strong><span style=\"font-weight: 400\">They might have visited your store page, clicked an ad, or uninstalled entirely<\/span>\r\n\r\n<span style=\"font-weight: 400\">Think of re-engagement as the earlier intervention. It's your chance to win users back before they're truly gone.<\/span>\r\n<h2><strong>Re-Engagement and Attribution<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Running re-engagement campaigns without clean attribution is a fast way to misread your results. Without it, you risk crediting campaigns for organic re-opens or double-counting conversions that were never really driven by your spend.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A reliable MMP helps you:<\/span>\r\n<ul>\r\n \t<li><span style=\"font-weight: 400\">Separate re-engagement conversions from organic re-opens<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Attribute returning users to the correct campaign source<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Measure campaign-level performance with real granularity<\/span><\/li>\r\n \t<li><span style=\"font-weight: 400\">Feed accurate data back into your optimization loop<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Tenjin's attribution tools are built to give you that clarity, so every re-engagement decision is backed by data you can trust.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\">Retention Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/session\/\">Session<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion-rate-cvr\/\">Conversion Rate<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">Conversion<\/a><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->","_links":{"self":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries\/204","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/docs?glossaries=204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}