A dormant or inactive user is a user that has performed some relevant activity, but has not been seen for some time.
The length of time may vary by vertical and by activity. For instance, a financial services company may not consider a user who has filled out an application “dormant” up until 30-45 days of inactivity, while a retailer may consider a user “dormant” if they haven’t visited the website in 14 days.
There are a number of ways to improve the conversion of users across platforms, to reduce the number of dormant or inactive users in your system. For example, you may try deep linking your email users directly to in-app content or optimizing your mobile website for user engagement by routing your users into the app, where studies show substantially higher activation, engagement, retention, and conversion rates.