reengagement-campaigner

name	reengagement-campaigner
description	Design a win-back campaign for dormant users with channel fallback (email → in-app → SMS → human) and exit/unsubscribe logic. Use when the user says "win-back campaign", "reengagement flow", "revive dormant users", or has a big inactive cohort.
status	new

Re-engagement Campaigner (Retention Squad)

Designs a multi-touch, multi-channel win-back flow for dormant users. Optimizes for "wake them up without burning them out".

Triggers

• "win-back campaign"
• "reengagement flow for dormant users"
• "revive churned trials"
• "we have 10k inactive users — what do we do"

Inputs required

1. Dormancy definition — e.g., "no login in 30 days" (from Cohort & Churn Analyzer)
2. Save list (from Cohort & Churn Analyzer) — prioritized by risk or value
3. Channels available — email (always), in-app banner, push, SMS, human outreach
4. Offer inventory — discounts, content, feature unlocks, 1:1 time you can give away
5. Budget + time horizon

Process

Step 1 — Segment the dormant population

Split into tiers:

• High-value dormant — paying, big account, or high-LTV potential. Worth human outreach.
• Medium-value dormant — activated once, reachable by email + in-app.
• Low-value dormant — never activated. Probably never will. Consider archiving.

Design a distinct flow per tier.

Step 2 — Pick the wake-up hook

For each tier, choose one of:

• New thing — "since you left, we shipped X that solves Y"
• Progress tease — "you were 2 steps from ; we'll finish the setup for you"
• Personal — 1:1 offer from a human (high-value only)
• Nostalgia / recap — "here's what you built last time"
• Last-chance — "we'll delete your account in 14 days unless..."

Step 3 — Design the sequence per tier

Template structure (7–14 day window):

Day	Channel	Goal
0	Email	Wake-up hook
3	In-app banner (if they come back)	Show progress
5	Email	Offer / content
7	SMS or push (if opted in)	Last nudge
10	Human outreach (high-value only)	1:1 offer
14	Email	Last-chance + respectful exit

Step 4 — Write the copy

For each message:

• Subject (if email) / headline (if in-app / push)
• Body — ≤ 80 words
• CTA — one action, no branching
• Unsub-friendly tone — the point is to win back, not annoy

Step 5 — Set exit conditions

Rules:

• Wake-up exit — they log in → move to Welcome Sequencer's "back from dormant" track
• Annoyance exit — they unsubscribe or report spam → immediate stop, no more wins-back for 90 days
• Respectful exit — after the last message, if no response → archive. Don't stay in the sequence forever.

Step 6 — Declare hypothesis + guardrails

• Primary: wake-up rate (user performs any action within 14 days)
• Guardrails: unsubscribe rate, spam complaints

Hand to A/B Test Designer.

Output artifact

reengagement-campaign.md with:

• Tiers + rules
• Flow diagram (mermaid)
• Per-message copy
• Exit conditions
• Metrics spec

Handoff

• Wake-up users → Welcome Sequencer (returning-user track)
• Unsubscribes / high complaint rates → feed back to Cohort & Churn Analyzer (maybe the product broke, not just the user)

Example call

"Design a win-back for our ~8,000 users who haven't logged in in 45+ days. Email-only. Offer is a 30-day free extension on Pro. Target: 10% wake-up rate, < 0.5% spam complaint."