The CRM briefEvery comms change in one list, then each one today beside proposed
For the agency, and anyone building these comms in Braze. Every change this journey makes, what starts it, what stops it, and what it says today beside what it should say. The full logic per row, and the copy of record, sit on the Decisioning matrix.
| # | The change | Channel | Where it lives | What changes | Versions | Phase |
|---|
| 1 | The announcement, tier masters | Email, push where held | | Change · the tier traits; per-route figures, nightly. | 4 | Phase 1 |
| 2 | The window card | In-app (Braze card) | | New · the wave's destination and figures; the arbitration against the win-back card. | 2 | Phase 1 |
| 3 | The knock | Push, and the card refresh | | New · open and click events (live); the card refresh mechanics. | 1 | Phase 1 |
| 4 | The nudge | Push or card | | New · the click read; the trip-add landing. | 1 | Phase 1 |
| 5 | The sunset email | Email | | New · the engagement threshold; the removal wiring. | 1 | Phase 1 |
| 6 | Waves stand down for live episodes: the shared flag | Rules | Braze | Change · rule only | None | Phase 1 |
| 7 | The rest between waves, and the per-cycle anniversary exclusion | Rules | Braze | Change · rule only | None | Phase 1 |
1Every change, today beside proposed7 changes, in build order
Everything this journey changes. The words per version live on the Decisioning matrix and the FigJam brief; each versions table is the checklist. If it is not here, it is not in this round. Each change: who it reaches, what starts and stops it, then today’s wording exactly as it sends now beside the proposed direction. Where nothing sends today, the block says so rather than leaving a blank.
1The announcement, tier mastersChangePhase 1
Who it reaches
The wave snapshot, frozen on wave day: never-transacted prospects, lapsed and churned transactors, tiered
What starts it
The wave calendar: the audience snapshot freezes on wave day. No live trigger.
What stops it
Anyone inside any live journey episode; power users and organic returners (the minus 11.8 percent precedent); an active trip or live auction; the cold tail; the roughly-twelve-months unengaged (the sunset row instead).
Versions to write
| 1 | Prospect: occasion-led, the mechanic in one line, you only pay if you win |
| 2 | Lapsed: the route re-anchor with this week's from-price |
| 3 | Churned: the last-trip re-anchor |
| 4 | Push variants for push-held tiers |
▸ Still to decide: 2 questions, with Analytics: Ivi and Ben, Sheran, at Gate 1
- The York holdout read: incremental transactions against the 5.0 percent no-contact holdout, at one, two and four weeks. · Analytics: Ivi and Ben
- Rule on the drop-1 guardrail read: 0.71 percent unsubscribed in four days against a 0.28 percent benchmark. Does drop 2 send as designed, send changed, or hold? · Sheran, at Gate 1
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's message beside the proposed one, and the full plan
Today, as it sends
BRAZE CANVAS EMAIL
No capture on this record. The rendered creative lives in the seasonal campaign’s own record; the row below carries every field this record holds.
Proposed, as drafted
BRAZE CANVAS EMAIL + PUSH
Your autumn escape, upgradedFirst Class to the coast from £19 this week
The occasion, at a real price
Pick a trip, tell us what feels fair, and you only pay if you win.
See this week's routes
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording The prospect register shown; lapsed and churned tiers get their own re-anchor. Route and price illustrative, substantiated at build. Design authors the final copy at the creative gate.
The full message plan
For a prospect: your occasion, upgraded: the route from a real price this week, and you only pay if you win. For a lapsed transactor: a real reason on a real trip. For a churned transactor: what it was worth last time, re-anchored.
2The window cardNewPhase 1
Who it reaches
Wave recipients who open the app during the window, tapped or organic
What starts it
App open during the wave window, wave-send tap or organic.
What stops it
Power users never see the wave card. The win-back card’s audience is disjoint today (push-only, no email); arbitration becomes real the day the wave gains its push and in-app legs, and the rule ships with them.
Versions to write
| 1 | Prospect: the first upgrade in plain words |
| 2 | Returning tiers: the route shortcut with the week's from-price |
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
THE GENERIC HOME
No capture on this record. The rendered creative lives in the seasonal campaign’s own record; the row below carries every field this record holds.
Proposed, as drafted
BRAZE CONTENT CARD
Your first upgrade, in plain words
Pick a trip on the route, tell us what feels fair, and you only pay if you win. Upgrades from £19 this week.
See this week's upgrades
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording Held for the wave window; an app open without a transaction stands the wave down. Design authors the final copy at the creative gate.
The full message plan
Your first upgrade, in plain words: pick a trip on the route, tell us what feels fair, and you only pay if you win. Upgrades from a real price this week.
3The knockNewPhase 1
Who it reaches
Wave recipients at the window’s last days: unseen get one push knock, seen-but-no-action get one trip-prompt nudge
What starts it
Unseen after the wait window (no open, no tap, no app visit): one push knock. Seen but no action: one trip-prompt nudge. Never both.
What stops it
As row 1; the email-only unseen inbox waits for the next wave.
Versions to write
| 1 | One version per tier, minimal |
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
ARCHIVED PUSH FAMILY
Off since April. Cadence without behaviour: every object disabled or archived.
Proposed, as drafted
BRAZE PUSH / CARD REFRESH
SF
Still from £19The route's First Class is still live this week.
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording The unseen fork shown; the seen-but-idle fork prompts the trip instead. Click data decides which fires. Never both. Design authors the final copy at the creative gate.
The full message plan
Still from a real price: the route’s First Class is still live this week. The nudge variant prompts the trip instead: pick your dates while the window is open.
4The nudgeNewPhase 1
Who it reaches
Wave recipients at the window’s last days: unseen get one push knock, seen-but-no-action get one trip-prompt nudge
What starts it
Unseen after the wait window (no open, no tap, no app visit): one push knock. Seen but no action: one trip-prompt nudge. Never both.
What stops it
As row 1; the email-only unseen inbox waits for the next wave.
Versions to write
| 1 | One version per tier, minimal |
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
ARCHIVED PUSH FAMILY
Off since April. Cadence without behaviour: every object disabled or archived.
Proposed, as drafted
BRAZE PUSH / CARD REFRESH
SF
Still from £19The route's First Class is still live this week.
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording The unseen fork shown; the seen-but-idle fork prompts the trip instead. Click data decides which fires. Never both. Design authors the final copy at the creative gate.
The full message plan
Still from a real price: the route’s First Class is still live this week. The nudge variant prompts the trip instead: pick your dates while the window is open.
5The sunset emailNewPhase 1
Who it reaches
The roughly-twelve-months unengaged tail
What starts it
The unengaged threshold at a wave freeze: roughly twelve months without engagement.
What stops it
Everything, afterwards: that is the point.
Versions to write
▸ Still to decide: 1 question, with Legal
- The sunset semantics: one last email then removal from every marketing audience, shared with the win-back journey’s deep-tail rule. · Legal
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
NOTHING TODAY
No end exists. 634,504 churned customers already hold no channel at all; the consented tail decays toward them.
Proposed, as drafted
BRAZE EMAIL, ONCE
Before we stop: one last lookThe last email we will send
Thank you, and goodbye for now
We have not heard from you in a long while, so this is the last email we will send. If you ever fancy First Class for less, upgrades are always in the app.
One last look
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording No offer, no ask, no guilt: the honest goodbye. Design authors the final copy at the creative gate.
The full message plan
Before we stop: one last look. We have not heard from you in a long while, so this is the last email we will send. If you ever fancy First Class for less, upgrades are always in the app.
6Waves stand down for live episodes: the shared flagRule onlyBrazePhase 1
Who it reaches
Anyone inside a live journey episode at a wave freeze
What starts it
Evaluated at each wave freeze against the episode flag.
What stops it
This row is the suppression.
▸ Still to decide: 1 question, with Analytics: Ivi and Ben
- Build the shared episode flag and the wave-freeze exclusion: the engine’s first governance build, already a launch gate on the first-slip journey. · Analytics: Ivi and Ben
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's send beside the rule change, and the full plan
Today, as it sends
NO GOVERNANCE TODAY
Nothing stands down. The episode flag does not exist; it is already a launch gate on the first-slip journey.
Proposed: the rules change, no word moves
No new send. The change is governance: the shared episode flag, written by every owning journey and read at each wave freeze; per-customer rest between waves; and the anniversary and seasonal slots mutually excluding per cycle.
The full message plan
No message: this row is the exclusion.
7The rest between waves, and the per-cycle anniversary exclusionRule onlyBrazePhase 1
Who it reaches
Everyone the wave touched and did not convert
What starts it
Wave end closes the episode.
What stops it
This row is the suppression between waves.
▸ Today's send beside the rule change, and the full plan
Today, as it sends
NO GOVERNANCE TODAY
Nothing stands down. The episode flag does not exist; it is already a launch gate on the first-slip journey.
Proposed: the rules change, no word moves
No new send. The change is governance: the shared episode flag, written by every owning journey and read at each wave freeze; per-customer rest between waves; and the anniversary and seasonal slots mutually excluding per cycle.
The full message plan
No message: this row is the rest.
2Suppressed by design2 rows, no send
No wave touch goes to the rows below. The suppression is the treatment, and each row names why.
▸ The 2 rows, and why nothing sends to each
| The moment | Who it reaches | Why nothing sends |
|---|
| Power users and organic returnersDesigned silence | Power users, and anyone showing organic return behaviour | The wave never lands on the customers most likely to come back anyway: the measured harm is the rule’s evidence. |
| An active trip or live auctionDesigned silence | Anyone travelling today or inside a live auction | The wave defers to the moment: a seasonal offer on a travel day reads as noise at best. |