The strategy this brief serves sits one tab left (Campaign brief); every asset below renders in situ on the Live walkthrough tab. Drop 2 is blocked at creative review: this brief’s softened frame is the response to drop 1’s unsubscribe read.
The problem. A dormant customer owes us nothing, and drop 1’s unsubscribe read says the current frame over-asks. What should the wave say so a dormant customer looks once without reaching for unsubscribe?
The split. We hold the frame: calendar, tiers, caps and measurement. You own the experience and the words within the constraints: occasion first, never we-miss-you, substantiated per-route figures only.
Across them, roughly fourteen copy versions: the three tier masters on two channels, the window card's two registers, the two forks per tier and the sunset. A missing figure falls to the designed fallback, never a broken merge field.
Drop 2 (Edinburgh) is blocked at creative review pending the guardrail ruling and the York read: this brief's frame (occasion-led, softer ask) is the response to drop 1's unsubscribe read.
Ninety percent of every acquisition cohort is dormant within a year: no behavioural trigger will ever fire for them, so the wave engine is the only honest reach. Wave 1 is in market with the estate's first true broadcast holdout, but the guardrail read came in high (0.71 percent unsubscribed in four days against a 0.28 percent benchmark), the calendar rolls weekly with no per-customer rest, no episode stand-down and no sunset, and a tap-through dies on a generic home.
“Reach me when a trip is relevant, then let the season pass before you try again.”
The next behaviour we want: one look at the seasonal route, a trip added or a first bid, and rest honoured either way.
The journey spec's step jobs; the unsubscribe read says the current frame is over-asking.
Occasion first, never we-miss-you. Claims substantiated per route: a real from-price or no price claim at all. Two touches per wave, hard; the unengaged get one sunset email, ever.
One wave, two touches, a window in the app, and a goodbye for the tail. What should each say so a dormant customer looks once without reaching for unsubscribe?
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 1 | The announcement, tier masters PHASE 2 · GATED Phase Phase 1, on the gated calendar ▸ Today, live: the creative this reworksToday, live The full record ↗EMAIL, PUSH WHERE HELD The wave calendar, snapshot frozen on wave day. | CHANGE The live weekly becomes the tiered wave; the guardrail read demands the softer frame. | The tier traits; per-route figures, nightly. The wave master in three tier registers: prospect (occasion plus safe first try), lapsed (a real reason on a real trip), churned (what it was worth last time). |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1The mock copy is the direction. The job to be done One honest look per wave, tiered so nobody gets a stranger's message.Never we-miss-you; substantiated claims only. Copy direction, not final words Your occasion, upgraded: the route from a real price this week. |
| 2 | The window card PHASE 2 · GATED Phase Phase 1, with the card-slot arbitration rule ▸ Today, live: the creative this reworksToday, live The full record ↗IN-APP (BRAZE CARD) The home card slot, during the window. | NEW A tap-through lands on a generic home today. | The wave's destination and figures; the arbitration against the win-back card. The wave's in-app leg: the offer held open for tap-throughs and organic openers during the window. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 2The mock copy is the direction. The job to be done Stop the wave dying at the door; carry the offer for the window.One card owns the slot, never two. Copy direction, not final words Pick a trip, tell us what feels fair, and you only pay if you win. |
| 3 | The knock PHASE 2 · GATED Phase Phase 1 ▸ Today, live: the creative this reworksToday, live The full record ↗PUSH, AND THE CARD REFRESH The window's last days, unseen only. | NEW The weekly sends once and stops; the legacy cadence is archived. | Open and click events (live); the card refresh mechanics. The unseen fork: one push knock (still from the real price), or the card refresh for push-only customers. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 3The mock copy is the direction. The job to be done One earned reminder for the genuinely unseen, then rest.Never to an unseen email-only inbox: deliverability outranks persistence. Copy direction, not final words Still from the real price: the route's First Class is live this week. |
| 4 | The nudge PHASE 2 · GATED Phase Phase 1 PUSH OR CARD The window's last days, seen-but-no-action only. | NEW Click data decides the fork; nothing like it existed. | The click read; the trip-add landing. The seen-but-idle fork: one trip prompt (pick your dates while the window is open). |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 3The mock copy is the direction. The job to be done Convert interest that already showed itself, without repeating the pitch.Never both forks: two touches is the wave's hard cap. Copy direction, not final words The window is open: pick your dates. |
| # | The asset | New, or a change to something live | What we need from Design | Every version to write |
|---|---|---|---|---|
| 5 | The sunset email PHASE 2 · GATED Phase Phase 1, pending the Legal read EMAIL The wave freeze, for the tail crossing the threshold. | NEW No end exists for the unengaged tail. | The engagement threshold; the removal wiring. The last email to the roughly-twelve-months unengaged: honest, warm, final. |
▸ The job, the copy and where it livesWhere the copy lives The Live experience walkthrough, step 1, the unengaged stateThe mock copy is the direction. The job to be done End honestly and protect the sender score for everyone else.Once, ever; no offer, no ask, no guilt. Copy direction, not final words Before we stop: one last look. This is the last email we will send; if you ever fancy First Class for less, upgrades are always in the app. |
If it is not in this table, it is not in this round. The anniversary slot is the win-back journey's asset; the stand-down and rest are rules with nothing to design. ['Occasion-led, never we-miss-you; the tier picks the register.', 'Every price claim is a substantiated per-route figure, computed nightly.', 'Email: subject up to 45 characters, ONE button. Push: title up to 40, body up to 125.', "The guardrail is the brief: drop 1's unsubscribe read means softer asks, not louder ones."]
Where the work is briefed: this tab is the ask; the handoff board section for this journey is built after Gate 1 (the pack wins where the two differ).