Accounts frequently go dormant, especially when offering a free tier. In such instances, it becomes crucial to kickstart engagement and rekindle motivation among these inactive accounts.
Preliminary assumptions.
The concept revolves around initially identifying accounts becoming inactive, marking them as inactive, to then starting engagement again when they become active again. In journy.io, the following steps should be taken:
Stages should be set. See Stages
Account signals should be defined for the 'Free' stage. See From Smart Signals to Conversion, Churn & Health Scores
In general, we also recommend you to check out general information about playbooks and entry/goal conditions. See Anatomy of a Playbook and Playbook entry and goal conditions: use cases
Anatomy of the re-activation playbook.
We will be constructing a playbook designed to engage with promising trial accounts, addressing both converting and non-converting accounts. The final playbook will take on the following structure:
Entry Condition.
The entry condition for this playbook, checking if an account has not been active for a while (e.g. 90 days), comes down to:
Checking if the account is in stage 'Free'.
Checking if the account property 'Last activity at' is before last given period of time. E.g. last 90 days.
Main actions: Tag user as inactive.
Users that are getting inactive will be tagged so other playbooks can act on the inactivity state, set by a tag.
Tag user as inactive.
Press the add action icon (+) and choose Slack action 'Send a message'.
A Systems popup will appear where you will be entering the tag.
Goal Condition
The goal of this playbook is that the inactive account remains in the playbook, until it becomes active again. This comes down to:
Checking if account property 'Last activity at' is more recent than before the last period of time. This is be e.g. 'last 24 hours'.
Setting NO time-out for this playbook!!
The goal conditions should look like:
Upon entering goal settings, you playbook framework should now look like this:
You now can start defining actions when goal is reached (Inactive account is active again)
Goal-reached actions: Untag account and send its users an in-app 'Welcome Back' message in Intercom.
The moment you PQA became a customer, Goal-reached actions will be triggered. You here mainly want to clean up and notify your peers about a new customer.
Untag account, clear 'INACTIVE' tag.
Add an action called 'Remove tag'.
Select tag to remove, in our case 'INACTIVE'.
Start an in-app 'Welcome back' series in Intercom.
Now the account becomes active again, you can start motivating its users by sending them a welcome back message. These are the different steps:
Add a user action and select Intercom action 'Send event'. (This latter will send an event to Intercom to start an intercom 'welcome back' series.)
cont.
You can select 'All users' and simply type in the name of the event. In this case, 'Start_WelcomeBackSeries' is the name of the event.
