A 20% discount didn't bring back inactive users.
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When user activity dropped, our immediate fix was sending win-back emails offering a limited-time pricing discount. We assumed price was the blocker holding them back.
The click-through rate was dismal. Inactive users didn't stop using the platform because it was too expensive; they stopped because their internal process changed, or they forgot why they signed up in the first place. A discount doesn’t recreate perceived value if the original problem isn't top of mind.
What tactics have actually worked for you to reactivate cold accounts without relying on price cuts?
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For accounts that used to run a monthly report, I’d send a sample of the next report a few days before it’s due. The timing gives them a reason to come back. I’d count reports actually run after the email to see if it worked.
The discount tells a cold account their problem was price, and it usually was not. They stopped because they stopped seeing what the tool did for them. What has worked for me is sending them their own result instead of an offer: here is what came in last month, here is what you missed while you were away. A real number from their own account beats any percentage off, and it costs you nothing in margin.