Which user type does Braze define as those who have not engaged with the app for longer than defined lapsing users?

The classification of user types in Braze is pivotal for understanding user engagement and tailoring marketing efforts accordingly. In this context, an inactive customer is defined as one who has not engaged with the app for a specified period, indicating a decline in interaction that may require re-engagement strategies.

Inactive customers are typically characterized by their lack of activity over a significant duration, which distinguishes them from lapsing customers who may have engaged recently but are showing signs of decreased interaction. This distinction is important for businesses aiming to revitalize user interest through targeted campaigns focused on bringing these users back to activity.

The other user types provide different levels of engagement: loyal customers are those who frequently interact and display a strong connection with the app, while active users are currently engaged. Lapsing customers, on the other hand, are those who have recently decreased their usage but have not necessarily stopped completely; they are still within a timeframe where re-engagement might be possible. In contrast, inactive customers represent a further stage of disengagement, necessitating more strategic efforts to rekindle their interest in the app.