Stayin' Alive Episode 2 with Lana Rafaela, Product Marketing Manager - Patchstack | Reactivating Dormant Users with Lifecycle Marketing

User churn is one of the biggest challenges for subscription-based businesses. While some churn is inevitable, many users aren’t lost—they’re just dormant. The key is understanding why they disengaged and how to bring them back.

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‍Reactivating dormant users is both an art and a science. In the 2nd edition of Propel’s webinar series, "Stayin’ Alive," Jaskaran Lamba, co-founder of Propel, sat down with Lana Rafaela Cindric, Product Marketing Manager at Patchstack, to discuss the science behind reactivating dormant users. They covered common causes of user inactivity, strategies for effective lifecycle marketing, and how AI can enhance engagement efforts.

🎥 Watch the full webinar recording below!

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Why Do Users Become Dormant?

The first step in reactivating dormant users is understanding why they disengaged in the first place. Lana identified four key factors that can lead to dormancy:

• Product Issues – A poor onboarding experience, unclear value proposition, or missing features can cause users to drop off early.
• Messaging Gaps – If communication isn’t relevant, timely, or engaging, users may tune out.
• The Time vs Product Delta – If users didn’t activate when they first signed up, and now your product has changed significantly, you need to reintroduce them with a series of targeted campaigns.
• Data & Segmentation Challenges – Without clear data on user behavior, brands may fail to identify at-risk users before they disengage.

Lana emphasized that reactivation isn’t just about sending another email—it’s about solving the underlying problem that led to disengagement.

Lifecycle Marketing: A Strategic Approach to Retention

One of the biggest misconceptions about lifecycle marketing is that it’s just about sending emails. In reality, lifecycle marketers play a crucial role in identifying friction points throughout the user journey.

Lana shared her structured approach to lifecycle marketing:

• Map the Customer Journey – Identify key touchpoints where users engage (or drop off).
• Find Micro-Conversions – Look beyond purchases—track meaningful interactions like opening an email, saving a product, or updating preferences. Understand what’s preventing users from converting at each stage.
• Work Closely with Product Teams – Lifecycle marketing isn’t just about communication; it’s about ensuring a great product experience that keeps users engaged.
• Use the Right Channels at the Right Time – Deliver transformative content (e.g., product guides) via email, strengthen retention with chatbot upsells, and use in-app cues to guide users to their "aha moment."

Lana stressed the importance of constant iteration—marketers should continuously test different messaging, incentives, and engagement strategies to see what resonates.

How AI is Transforming Lifecycle Marketing

AI is rapidly changing the way brands engage with customers, but it’s not a silver bullet. Lana and Jaskaran discussed the real role of AI in lifecycle marketing:

• AI as a "Fresh Pair of Eyes" – AI can identify patterns and trends that humans might overlook, helping teams make more informed decisions.
• Data-Driven Personalization – AI helps brands deliver hyper-personalized messaging based on past user behavior.
• Balancing Automation & Human Judgment – AI can enhance marketing efforts, but it should never replace human strategy and creativity.
• Conversational Marketing – AI-powered chatbots can engage users when human teams aren’t available. They can recognize different customer segments and behavioral cues, guiding conversations toward potential upsells.

Jaskaran noted that while AI can surface valuable insights, human intuition remains critical for crafting compelling reactivation campaigns.

Effective Email Strategies for Reactivation

Email marketing remains one of the most powerful tools for reactivating dormant users—but only when done right. Lana shared best practices for making emails more effective:

• Create a Multi-Touch Experience – Reactivation isn’t about a single email; it’s about a cohesive journey across multiple touchpoints.
• Leverage Educational Content – Sometimes, users disengage because they don’t fully understand how to get value from the product.
• Address Objections – Understand what prevented the dormant user from activating, and tackle these barriers with targeted emails.
• Use Discounts Strategically – While discounts can incentivize users to return, they shouldn’t be the default solution. Focus on delivering long-term value.

Final Takeaways: What Every Marketer Should Know

Lana wrapped up the session with three key takeaways:

1. Talk to Dormant Users – The best way to understand why users churn is to ask them. Surveys and interviews can reveal valuable insights.
2. Clean Your Lists Regularly – Not all dormant users are worth pursuing. Pruning inactive users helps maintain email deliverability and engagement.
3. Be Proactive with Data – Don’t wait until churn happens. Use behavioral triggers and predictive analytics to re-engage users before they fully disengage.

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