Fred Wilson points out that if your application has been on the market for 3-5 years, it’s likely that only 10-30% of the people who downloaded that app are using it. This leaves 70-90% who downloaded your application but are not using it.
Of course, you can’t just send them an email and ask them to start using the application again. What can you do?
How about offering some tutorials on how other people have used the product?
Or an offer that gives them some incentive to try the product?
Or a description of improvements to the product since the customer last used it?
These winback campaigns, if done properly, can be incredibly effective.