Building a reactivation campaign in 6 steps

Building a reactivation campaign in 6 steps

Reactivation (winning back a player who stopped depositing) is the cheapest NGR you'll find — if you target the right dormancy window.

▸ Step 1 — Define dormancy precisely: no deposit in 30 days but at least 2 prior deposits. One-deposit players reactivate at half the rate; segment them separately.
— Step 2 — Score by recency-frequency. A player dormant 35 days who deposited 8 times beats one dormant 60 days who deposited twice.
— Step 3 — Match offer to last-played vertical. Slots players respond to free spins; sports players to a risk-free bet. Cross-selling here cuts response ~40%.
— Step 4 — Cap the window. Reactivation response decays hard after day 90; past day 120 it's near-zero. Spend the budget early.
— Step 5 — Measure incremental, not gross. Subtract the players who would've returned anyway (~8-12% baseline).
— Step 6 — Cohort the returners and track if they re-churn within 14 days.

Benchmark of the day: across ~30 reactivation pushes, the 30-60 day window returned 14-19% of players; the 90+ window returned under 4%.