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This workflow gently brings users back when engagement drops, helping maintain consistent product usage. MailerPath manages the workflow logic and queue behavior. You can still customize supported settings and message copy.

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Definition and business outcome

Use this workflow to prevent early inactivity and increase returning sessions. Primary outcomes:
  • More users return after inactivity.
  • More users complete unfinished actions.
  • Healthy engagement trend over time.

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Entry criteria

Trigger event:
  • Inactivity threshold reached (for example 3 or 7 days).
Required conditions:
  • Valid email.
  • Subscribed contact.
  • Contact matches inactivity segment.

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Exit criteria

Complete when:
  • Reminder message sent.
  • User re-engages with product.
Cancel when:
  • Contact unsubscribes.
  • Contact no longer matches inactivity criteria.

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Suppression and conflict rules

  • Suppress if user recently received similar reminder.
  • Respect daily/weekly frequency caps.
  • Let higher-priority operational workflows run first.

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Required configuration fields

Client-configurable fields:
  • delay_minutes
  • send_time_mode
  • preferred_send_hour / preferred_send_minute
  • priority_score
  • Reminder template content and CTA
Recommended inactivity segmentation:
  • 3-day inactive
  • 7-day inactive
  • 14-day inactive

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Message blueprint

  1. Personalized “we miss you” opener.
  2. What changed or what they are missing.
  3. One simple action to return.
CTA examples:
  • Continue where you left off
  • Log back in

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Launch checklist

  1. Verify inactivity segment logic.
  2. Confirm no overlap with win-back campaigns.
  3. Validate return-session tracking.

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Metrics and thresholds

  • Open rate target: 30% to 45%
  • CTR target: 6% to 15%
  • Return within 7 days target: 10%+

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Failure scenarios and fixes

  • Too many sends: tighten suppression and frequency caps.
  • Low return rate: improve incentive and landing destination.

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Workflow group and source

Workflow group:
  • Engagement
Source reference:
  • docs/workflow/MailerPath Workflow Details.md