Give inactive users a reason to return. Let the product define inactive.
Enter the journey only after your application emits a meaningful inactivity signal, then connect the message to the feature, result, or unfinished work that can make returning worthwhile.
✓Send & Retain does not invent inactivity; your app or segmentation process supplies the event.
Context decides the send
Trial ending in 3 days
Audience
Plan is Pro
Condition
Renewal reminder
Message
Run recorded
Evidence
[ 01 / 04 ]Relevance risk
“We miss you” says nothing about why returning is worth the time.
A broad date-based segment mixes finished, blocked, and unreachable customers. The result lacks product relevance.
Inactivity is guessed
Last login becomes a universal proxy even when the product has a better success signal.
The reason is generic
Copy asks for attention without showing new value or unfinished work.
Suppression is an afterthought
Dormant, unsubscribed, bounced, and complaint records are treated as one audience.
[ 02 / 04 ]Starter journey
Detect a meaningful gap, then make one relevant case for returning.
Define inactive
Choose a product condition that signals unfinished value, not merely the passage of time.
Emit the event
Let the application or a trusted segmentation process publish the entry signal with useful context.
Send the reason to return
Lead with saved progress, a valuable change, or the next outcome the customer can complete.
Win-back safeguards
- Product-defined entry event
- Project-wide suppression checks
- Immediate first message
- Optional delayed offer
[ 03 / 04 ]Copy strategy
Make the return path concrete.
Resume unfinished work
Deep-link to the relevant workspace or unfinished step.
Explain what changed
Name the improvement that affects this customer's original job.
Respect the relationship
Use consent and support history to avoid asking disengaged customers to solve a problem they already reported.
Measure reactivation
Treat the return product event as the outcome; clicks are diagnostic evidence, not the finish line.
[ 04 / 04 ]Build responsibly
Inspect identity, consent, and outcomes around the journey.
Contacts and events
Define the audience from current product state and inspect the history behind each entry.
Deliverability controls
Protect sending reputation when contacting an older or less engaged audience.
Reactivation evidence
Read message outcomes beside the product event that indicates a genuine return.
Questions people ask us
Re-engage from a product signal you trust.
Define the inactivity signal first, then build the smallest credible reason to return.