This journey’s strategy. Dormant customers send no signals, so the calendar they live by is the only relevance left. A few seasonal waves a year, timed to when a trip is likely, bring back the ones who still travel, and each wave is kept only if it proves its lift against a holdout. The full statement and the case: the campaign brief tab.
For the CRM team and the Braze developer. The journey as it runs today and as it should run by phase, then the Phase 1 build: one row per send Braze builds, with what starts it, what stops it and what it needs. The words per version are on the Design brief; the full logic per row, and the copy of record, sit on the Decisioning matrix.
This journey's map marks no Phase 2 build: the two phases read the same until a row needs engineering.
Phase 1 ships on Braze and Analytics with no app release; Phase 2 is anything that needs engineering.
| The build | Fires on | Caps, and what stops it | What it needs, and what is open |
|---|---|---|---|
| The seasonal trigger Email, Braze Push Phase 1 | Calendar-driven, one wave per seasonal moment. The calendar: back to work (w/c 31 August and w/c 7 September, commuters only on the business-or-leisure label; planned and not sent in 2026), half term (lead-up from mid September), the Christmas countdown (December, with the book-now-we-tell-you step two, w/c 21 December) and New Year, which carries the commuter's second back-to-work version. The audience snapshot freezes on wave day; no live trigger. | Two touches per wave, once per wave per customer, no re-send within a season. Stops: 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); the unlikely-to-return band past the 24-month deep-tail floor (the sunset row instead, on Legal's read). | tier sizing Tier-level sizing per wave freeze (Analytics); the business or leisure classifier; substantiated per-route figures, computed nightly. Until the per-route figures sync (phase 2), a wave ships the occasion frame with the anchor line dropped: the de-scope is the phase-1 shape. The shared offer-issued-at attribute: a customer who received Journey 7's final attempt gets no touch-two offer.
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| The rest between waves Phase 1 | Wave end closes the episode. | This row is the cap. Stops: This row is the suppression between waves. | The anniversary date in the sync (phase 2); until it lands the rest rule runs on wave count alone. |
| The sunset send Phase 1 | The unengaged threshold at a wave freeze: roughly twelve months without engagement. | Once, ever. Stops: Everything, afterwards: that is the point. | legal read The engagement threshold definition; the Legal read on sunset semantics.
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| The return, and the opt-in capture Braze In-App Message Phase 1 | A settled dwell on Home after a return: about 12 seconds (assumed, to validate; interrupt best practice runs 10 to 15 seconds), or the second screen of the session until the dwell event exists. | Once per return session; at most twice a quarter. Stops: Never mid-flow (a live search, bid or checkout), never inside an owned episode, never for the never-transacted prospect. | code state at send time, home dwell event The home dwell event from the app (Phase 2; Phase 1 falls back to session start for this segment). The £5 incentive awaits cost sign-off and a compliance view, the same gate as Journey 5's incentive. |
Build paused until written sign-off. Every build carries its exit, cap and suppression; a control group is verified real, never assumed; Liquid never renders raw; a dependency that does not exist yet is flagged, not faked.
| The treatment | Who it reaches | Why it waits |
|---|---|---|
| The return, and the opt-in capture Braze In-App Message | Returning lapsed and churned transactors holding neither email consent nor a push token, on a settled dwell | Waits on an app release. |