9 Strategies to Re-Engage Dormant Users in SaaS PLG

9 Strategies to Re-Engage Dormant Users in SaaS PLG

In Product-Led Growth (PLG), a common challenge SaaS companies face is dealing with dormant users—those customers who signed up, maybe used your product for a while, but then drifted away. The key to long-term growth is not just acquiring users, but also re-engaging those who’ve gone silent. So, how do you bring them back?

This article will dive into actionable strategies to re-engage dormant users, reviving their interest in your product and turning them into loyal, active customers once again.

1. Understand Why They Went Dormant

Before you can bring dormant users back, you need to understand why they left in the first place. This requires digging into user data and asking questions like:

• Was the onboarding experience confusing?
  
  

• Did they hit a roadblock using a particular feature?
  
  

• Was the value of the product unclear to them?

Surveys or even direct outreach to ask why they stopped using your product can provide invaluable insights. Identifying these barriers allows you to fix them and craft more targeted re-engagement campaigns.

2. Offer a Personalized Approach

When re-engaging dormant users, personalization is key. A generic email won’t cut it. Instead, tailor your message based on how they used your product before going dormant:

• Activity-Based Messaging: If a user stopped at a certain point in your product (e.g., they never tried a key feature), remind them of what they missed out on and show them how to get the most out of that feature.
  
  

• Role-Specific: If you know the user’s role (e.g., a manager vs. a developer), frame your message around how your product specifically benefits their responsibilities.

Use data to segment your dormant users and personalize re-engagement efforts based on their usage patterns, roles, or business goals.

3. Simplify Their Next Step

A key reason users go dormant is often that they didn’t know what to do next or found the process overwhelming. Your re-engagement efforts should focus on reducing friction and making it easy for them to re-enter your product:

• Guided Tutorials: Send them a simple tutorial that highlights new features or shortcuts that make your product easier to use.
  
  

• One-Click Activation: Offer them a single-click option to resume where they left off or try a new feature without having to navigate a complex interface.

Removing barriers and simplifying their return journey will help entice users back into your product.

4. Highlight New Features or Updates

If users went dormant because they didn’t see enough value in your product, show them what’s new! Highlighting the latest updates and features that directly solve their pain points can reignite interest:

• “What’s New” Campaigns: Send out targeted emails or in-app notifications showcasing new functionality that enhances the product experience.
  
  

• Feature-Specific Offers: If you’ve added a feature you know they’ll benefit from, offer a time-limited demo or access to that specific feature.

This creates excitement and a sense of progress that might pull them back in.

5. Use Time-Limited Offers

Scarcity and urgency are effective psychological triggers to re-engage users. Time-limited offers like discounts, free upgrades, or extended trial periods can entice users to give your product another go.

• Discounted Pricing: Offering a special deal for dormant users who return within a set period encourages immediate action.
  
  

• Extended Free Trial: If they initially didn’t get enough time to fully explore your SaaS, an extended free trial gives them a second chance to see its full potential.

Make sure your offer is clear, easy to redeem, and tied to something they already care about.

6. Set Up Automated Re-Engagement Campaigns

Automated email and in-app re-engagement campaigns can be a great way to keep your product top-of-mind for dormant users. By setting up drip campaigns, you can slowly guide users back into active engagement:

• Behavior-Based Triggers: Set up automated emails based on user behavior (or lack of behavior). For example, if a user hasn’t logged in for 30 days, send them a personalized nudge.
  
  

• Win-Back Email Sequences: Use a series of targeted emails to gradually remind dormant users of the value they’re missing out on and how easy it is to re-engage.

Make sure these automated messages are personalized, not overly aggressive, and focused on delivering value.

7. Revisit Onboarding (If Needed)

Sometimes, the reason users go dormant is because they never had a smooth onboarding experience to begin with. Consider revisiting your onboarding process to ensure it clearly guides users to the value of your product:

• Onboarding Refresh: If onboarding was the issue, offer them a personalized walkthrough or a new onboarding experience that highlights improvements and teaches them how to get the most out of the product.
  
  

• Customer Success Support: Reach out with an offer for a one-on-one session with a member of your customer success team to help them better understand how to use your product.

A strong second onboarding experience can convert a once-dormant user into a loyal customer.

8. Use Gamification and Engagement Hooks

To re-engage users, consider adding gamification elements to make returning to your product feel rewarding and fun:

• Milestones & Badges: Show them what they’ve accomplished so far, and use badges or rewards to motivate them to complete their setup or unlock new features.
  
  

• Progress Bars: If a user left your product mid-onboarding or setup, showing them a progress bar that indicates how close they are to completing a task can motivate them to finish.

Gamification taps into users' desire for achievement and can reignite their interest in using your SaaS product.

9. Tap Into Social Proof

Sometimes, the best way to bring users back is to remind them of the positive outcomes others have experienced with your product. Share social proof like case studies, customer success stories, or testimonials:

• Showcase Success Stories: Highlight how other customers (preferably similar to your dormant users) have solved their challenges using your product.
  
  

• Community Engagement: Encourage dormant users to join a user community or forum where they can engage with other users and see how they’re getting the most out of the product.

Seeing real-world examples of success can inspire dormant users to give your SaaS a second shot.

Wrapping It Up

Re-engaging dormant users is critical for any SaaS business that’s serious about growth, especially in a Product-Led Growth (PLG) model. By understanding why users left, personalizing your outreach, simplifying their return, and using strategies like gamification, new features, and time-limited offers, you can revive their interest and convert them into active, loyal customers.

Remember, the goal is not just to get them back into your product but to show them the value they might have missed before. By doing so, you turn dormant users into long-term advocates and help your SaaS thrive.