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:
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.”