Journey 9 · Dormant: seasonal reactivation waves: Review Pack
Journey 9 · Seasonal reactivation waves · Review packPack version: 2 Sep 2026, 16:09 (London) · source of truth: J9/content.json

Seasonal waves: reach me when a trip is relevant

The strategy this pack executes: Strategy on a page ↗

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This pack is a proposal, and part of the journey is live. Wave 1 is in market with its holdout; the guardrail ruling and the York read gate the series. Say what is wrong with the engine, or what it is missing.
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Journey 9 · Recover and Activate
The seasonal wave engine

The dormant pool is reached by calendar, not by behaviour: one governed wave engine (an announcement, an open offer window, one second knock, then rest) replaces the blast graveyard, wave 1 is already in market carrying the estate's only true broadcast holdout, and the headline change is that waves now stand down for any customer inside a live journey episode.

The CRM brief: every comms change, today beside proposed
▶ Watch the customer experienceOpen full screen

The film of this journey as the customer receives it: every segment, tier and channel state, with the change and the evidence at each moment. The static walkthrough below carries every change in full beside its evidence.

The static walkthrough

The same journey with every moment on screen at once: each change, its evidence and its full logic, moment by moment below.

Two live issues sit under this journey: the drop-1 unsubscribe guardrail fired high (the ruling opens the morning agenda), and content-card impressions register zero. The detail: the Engineering brief.

ValidatedAnalytics validation requiredData / build outstanding

Choose the viewEvery change redraws the walkthrough below: one traveller, one channel state, one ending, one phase.

The D pins: the data the changes need

The pins on the walkthrough above mark the data each change needs, coloured by the sort of ask: COMPUTED TRAIT · ANALYTICS APP AND JOURNEY OWNED NEW EVENT · ENGINEERING BUILDS EXISTS · PIPE TO BRAZE READY · NOTHING TO BRIEF. Tap any pin, anywhere in the pack, for what it is. The full contracts live on the Engineering brief, the computed traits on the Analytics brief.

PinWhat it isThe askWhere it stands
D1COMPUTED TRAIT · ANALYTICSBuildable today
D2COMPUTED TRAIT · ANALYTICSExists, not synced to braze
D3READY · NOTHING TO BRIEFApp and journey owned
D4APP AND JOURNEY OWNEDDoes not exist yet
D5COMPUTED TRAIT · ANALYTICSExists, pipeline stale
D6COMPUTED TRAIT · ANALYTICSDoes not exist yet
D7COMPUTED TRAIT · ANALYTICSBuildable today
D8COMPUTED TRAIT · ANALYTICSDoes not exist yet
D9EXISTS · PIPE TO BRAZEExists, no route to braze
D10COMPUTED TRAIT · ANALYTICSExists, not synced to braze
D11COMPUTED TRAIT · ANALYTICSDoes not exist yet

Who walks through this journey

The volumes behind the walk: how many customers take it, split by who they are and what we can reach them on. These numbers prioritise what gets built first.

WhoPush and emailPush onlyEmail onlyNo marketing channelAll channels
The wave-eligible audience317,95592,535121,55622,664554,710
Churned transacted, seasonal-eligibleTBCTBCTBCTBC296,300
of the churned, holding no channel at allTBCTBCTBCTBC634,504
Working marketable tiers (Cooling · Cold)TBCTBCTBCTBC20.9k · 16.9k
Everyone who received a seasonal weekly send, on current opt-in state rather than state at time of send. Only 4% hold no channel: this audience is reachable, so the guardrail question is whether it wants to be reached. Source: Analytics (Ivi), 2 Sep 2026.