Alex Bank
Winning Back Dormant Users, Not Just Acquiring New Ones.
The user who downloaded, then disappeared.
Every digital bank accumulates a pool of users who installed the app, went through registration, and then simply stopped opening it. These aren't lost causes, they already cleared the hardest part of the funnel (identity verification, account linking, initial trust) and then drifted away, usually because the app never gave them a reason to come back. A dormant, previously registered user can't be won with a generic acquisition message; they need a reason specific to why they stopped engaging in the first place, and that meant repositioning Alex Bank's digital offering around real utility: payments, offers, and financial management tools worth reopening the app for.
A program built for reactivation, not just acquisition.
Arqqa Digital ran a performance marketing program specifically targeted at Alex Bank's dormant user pool, built around getting a previously registered user to take three connected actions: reopen the app, complete re-registration or reactivate their profile, and actually use the digital services on offer. The approach leaned on cutting-edge targeting and messaging tactics aimed at the exact segment of users most likely to respond, rather than a single broad campaign that treats new and dormant users the same way.
What the program included.
Targeted reactivation campaigns aimed specifically at the registered-but-inactive pool. Digital banking solution promotion, giving lapsed users a concrete, specific reason to reopen the app rather than a generic reminder. Streamlined payment system messaging, addressing the friction that may have contributed to disengagement in the first place. And personalized financial management tools, positioned as an active reason to return and stay engaged, not just a reactivation nudge.
A dormant user pool, successfully brought back.
The result: a successfully retained and reactivated pool of users, increased customer acquisition efficiency, improved overall marketing performance, and a strengthened position for Alex Bank as a frontrunner in Egypt's digital banking landscape.
