Retargeting & Re-engagement

Why Retargeting Matters

Acquiring a new user costs 5-7x more than re-engaging an existing one. Your lapsed users already know your app—they just need a reason to come back. Retargeting is one of the most efficient ways to grow revenue.

Retargeting Segments

By Recency

• 7-14 days inactive: Light touch, remind of value
• 14-30 days inactive: Feature updates, new content
• 30-60 days inactive: Incentives, special offers
• 60+ days inactive: Win-back campaigns

By User Value

• High LTV: Premium re-engagement, VIP offers
• Medium LTV: Standard campaigns
• Low LTV: Low-cost channels only
• Never converted: Conversion-focused messaging

Re-engagement Strategies

1. Content-Based

Show users what they're missing. New features, fresh content, game updates, or seasonal inventory. Deep link directly to relevant content.

2. Incentive-Based

Offer discounts, free trials, bonus rewards, or exclusive deals to drive return visits. Balance against LTV impact.

3. Social Proof

Show what friends are doing, popular items, trending content. FOMO drives action.

4. Abandoned Actions

Cart abandonment, incomplete registrations, saved items. Remind users to complete what they started.

Channel Mix for Retargeting

• Push notifications: Free, high reach, easy to ignore
• Email: Free, detailed content, lower open rates
• In-app messaging: Requires app open
• Paid retargeting: Highest reach, costs money

Creative Best Practices

• Personalize based on user history
• Show specific products/content they engaged with
• Use urgency (limited time, running out)
• Test different value propositions
• Frequency cap to avoid fatigue