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Re-engagement campaigns sent on a quarterly cadence reach most customers either too early or too late. A Re-Engagement Timing Playbook reads signal trajectories per account to surface the moments when a dormant customer is most likely to respond, and the channel that fits the moment.
The Challenge
The quarterly re-engagement email goes out on a fixed date. Some customers were dormant for two weeks and would have come back on their own. Others have been dormant for nine months and are unreachable. The blanket cadence wastes the warm and misses the cold.
Marketing knows the last email open. Product knows the last login. Support knows the last contact. Without joining these, the team cannot tell whether a customer is genuinely dormant or simply quiet on one channel while engaged elsewhere.
The re-engagement message goes out on the same channel that worked last time. The customer has moved on; the inbox is full, the phone is screened, the LinkedIn message is the one that would actually land. The channel rule has not adjusted to the new reality.
How eyko Solves It
A Re-Engagement Timing Playbook reads dormancy signals across product, support, marketing, and community surfaces, scores each dormant customer on response readiness, and identifies the channel where the next outreach is most likely to land. It surfaces the customers in a re-engagement window now, the customers worth waiting on, and the customers who have crossed the recovery threshold and should be retired from the active outreach list.
The Playbook scored 2,840 dormant customers across 5 dormancy stages. 412 are in a high-readiness window right now, 680 will likely enter the window in the next 30 days, and 480 have crossed the recovery threshold and produce diminishing returns from further outreach. The current quarterly campaign reaches all 2,840 with the same message regardless of stage.
| Metric | Current | Benchmark | Status |
|---|---|---|---|
| Primary indicator | Flagged | Target | Action needed |
| Secondary indicator | Monitoring | Within range | On track |
| Trend direction | Declining | Stable | Review required |
Re-Engagement Timing scores every dormant customer on response readiness based on the actual signal trajectory rather than a fixed dormancy clock. The Playbook surfaces the customers in a high-readiness window now, the customers entering that window soon, and the customers who have crossed the recovery threshold. The output is a per-account cadence and channel recommendation so marketing teams can stop spending attention on customers who will not respond.
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FAQ
Everything you need to know about Re-Engagement Readiness Map.
Re-Engagement Timing is an AI-driven score on every dormant customer's response readiness based on the signal trajectory rather than a fixed dormancy clock. The Playbook surfaces the customers in a high-readiness window now, the customers entering that window soon, and the customers who have crossed the recovery threshold. The output is a per-account cadence and channel recommendation so marketing teams can spend attention where it will actually convert.
The Playbook reads from your product analytics (last login, return visits), marketing automation (email open and click history, campaign engagement), CRM (account history, lifecycle stage, prior re-engagement outcomes), support tool (last contact, sentiment), and community platform where applicable. At least 12 months of paired dormancy-to-response data anchors the readiness model in actual outcomes.
Win-back scoring targets fully lapsed customers and ranks them by recovery likelihood for a dedicated win-back campaign. Re-Engagement Timing targets currently dormant customers (not yet lapsed) and predicts when each one is most likely to respond to outreach. The two are complementary: re-engagement keeps customers from drifting into lapsed status, win-back recovers the ones that drifted anyway.
Yes. For each high-readiness account the Playbook recommends the channel where the customer is most likely to respond based on historical channel preference and the surface where recent return signals appeared. Email, in-app, phone, and LinkedIn are scored per account, and the recommended channel comes with an expected response rate so marketing can prioritize the highest-likelihood touches first.
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