Research
Glovo · Dormancy study
Fourteen months of going quiet.
We stopped using Glovo on purpose and stayed gone for over a year, to see who would come looking.
- 35reactivation emails from Glovo, plus multiple push notifications
- 0from the other delivery services we were tracking, over the same period
The experiment
Study a retention system from inside dormancy.
We stopped using Glovo on purpose and stayed subscribed, to study a retention system from inside dormancy rather than from inside onboarding.
Most lifecycle analysis looks at what a product does when you arrive. We wanted to see what it does when you leave.
What the count tells us
One service kept trying.
- Glovo kept trying to bring a dormant customer back long after the initial reactivation window had passed.
- The other services we were tracking didn’t.
Thirty-five reactivation emails from Glovo. Zero from the other services we were tracking.
More research
- Notion53pages · every email, every trigger How a product at that valuation fumbles user activation.Read the study
- Notion4 → 0signals collected · signals used in email Four signals collected at signup. None used in the lifecycle.Read the study
- Kit6questions asked · one email for everyone Six questions in. One email out.Read the study
- Chowdeck4.8orders per registered user, 2025 Ten million orders. 2.1 million users.Read the study