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I was talking to Brian Balfour about retention and engagement, and asked him this question:

[blockquote]“Should you try to retain people at the onboarding phase, or try to resurrect people who have churned and are now dormant?”[/blockquote]

You see, I’ve heard arguments for both sides, but when I told Brian this, here’s his response:

practitioners vs. non-practitioners

Later he explained:

“A non-practitioner will make all sorts of arguments as to why it’s better to resurrect churned users (they’re already exposed, it’s cheaper, it’s a large audience, etc.). But a practitioner knows from experience it’s always more valuable to focus on new or current users.”