The Wynk team realized that a large percentage of customers who streamed music had a tendency to go dormant until the release of a new music album or a movie. So, they decided to use the MoEngage platform to encourage dormant customers to come back to the app.
• A dedicated customer journey with relevant Push Notification campaigns at strategic intervals was orchestrated.
• The ‘Fear of missing out’ was invoked by sharing content recommendations to customers via Push Notifications.
• 44% reactivation of dormant customers was achieved within 90 days
The Wynk team started off by segmenting their customers based on their last activity on the app. They then considered customers who were inactive for the last 20 days and used MoEngage to orchestrate a dedicated customer journey, with relevant push notification campaigns at strategic intervals.
The team then used MoEngage’s segmentation capabilities to create customer cohorts based on their content affinity. They also decided to invoke the ‘fear of missing out’ by sharing content suggestions via push notifications. The team was able to successfully reactivate 44% of the dormant customers.
