Resurrection Campaign
A resurrection campaign is a targeted effort to win back dormant or churned users by re-engaging them with relevant value, often via email or push. It matters because reactivating known users is usually cheaper than acquiring new ones.
A resurrection campaign systematically re-engages users who lapsed after a defined inactivity window, aiming to convert them back into active or paying users. It exists because retaining and reactivating known users is typically far cheaper than top-of-funnel acquisition, and dormant users already understand the product. The mental model: segment by recency and prior value, deliver a compelling reason to return (new feature, fresh content, incentive), and measure resurrected users as a distinct cohort.
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- #growth
- #retention
- #reactivation
- #lifecycle-marketing
- #churn
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