Journey 9, recover and activateWorking draft
The seasonal wave engine
Seasonal waves: reach me when a trip is relevant. 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.
554,710The wave-eligible audience
317,955reachable by push and email
92,535reachable by push only
121,556reachable by email only
22,664on no marketing channel
The customer experience
Today beside what is proposed at every moment, with the trigger, the message, the guardrails and what each moment needs. Filter by phase, by new or changed, and by the channels the customer holds.
Open the walk →▶The film of this journey as the customer receives itEvery segment, outcome and channel state, played as the customer meets it.
Open the film ↗Today, before any change
1 live communications and screens fire inside this journey at the seasonal wave, whoever sends them. The walk below shows only what is proposed.
emailScheduled
Thursdays 18:00, the wave calendar
Today's journey, the full register: every send and screen with its capture, the moment it fires at, who gets it, and what is still to capture.
What changes
3 changes; each one today beside what is proposed on the CRM brief| The moment | What the customer gets instead | Who builds it |
|---|---|---|
| The wave announcement | One destination email a week to the broad base becomes a tiered wave: new customers get occasion and the safe first try, returning tiers get their own re-anchor, claims are substantiated per route, and every wave carries a no-contact holdout. Push joins where held, per tier. | Sheran rules the guardrail question; Analytics reads York and sizes the tiers; Design writes the tier masters. |
| The window, and the one earned second touch | The wave stops dying at the door: an in-app card carries the offer for the window, the routes one tap away. The card slot is arbitrated: one card, the wave’s or the win-back’s, never both. | The Braze developer builds the window card and the fork; Product confirms the landings. |
| The governance: rest, stand-down, sunset | The per-customer rest becomes real: two touches spent means silence until the next wave or their anniversary, whichever the cycle’s exclusion rule picks. The August 2025 cohort’s month-10-to-11 rise (+58 retained) is the anniversary signal the rest protects. | The Braze developer and Analytics build the episode flag; Legal reads the sunset semantics. |
Your brief
one page per team, the asks linked to the boardCRM and the agencyEvery comms change in one list, then each one today beside proposedOpen the CRM brief →ProductThe wave’s landings, now and nextOpen the Product brief →DesignWhat Design is being asked to create, and the rules it plays byOpen the Design brief →EngineeringWhat Journey 9 needs, and who owns it: flags and sync extensions, none gating wave 1Open the Engineering brief →
What ships when
5 of 6 treatments ship in Phase 1 with no engineering; 1 wait for itPhase 1 · ships on Braze and Analytics
- The wave announcement
- The one second knock
- The rest between waves
- The sunset send
- Waves stand down for live episodes
Phase 2 · waits for engineering
- The offer window needs engineering work on the board
Launch gates, Phase 1
- No launch gates recorded.
Phase is derived from each row, never authored: engineering work that is a new event, feed or surface is Phase 2; new wording, a deletion, an Analytics trait or Braze wiring is Phase 1. The deck walks Phase 1 in situ.
Who gets each treatment, and what stops it
the targeting, the caps and the suppression on every treatment, as the decisioning matrix holds themOpen the table (6 treatments)
| The treatment | Who gets it | What stops it: caps and suppression | When nothing is sent |
|---|---|---|---|
| The wave announcement | The wave snapshot, frozen on wave day: never-transacted prospects, lapsed and churned transactors, tiered | Two touches per wave, once per wave per customer, no re-send within a season. Suppression 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). | Do nothing for everyone outside the snapshot; the wave never chases between drops. |
| The offer window | Wave recipients who open the app during the window, tapped or organic | One card in the slot for the window. Suppression 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. | An app open without a transaction stands the wave down: the window respects presence. |
| The one second knock | Wave recipients at the window’s last days: unseen get one push knock, seen-but-no-action get one trip-prompt nudge | Two touches per wave, hard. Suppression As row 1; the email-only unseen inbox waits for the next wave. | Seen and acted, or two touches spent: rest until the next wave. |
| The rest between waves | Everyone the wave touched and did not convert | This row is the cap. Suppression This row is the suppression between waves. | The next calendar wave, or the anniversary slot, never both in one cycle. |
| The sunset send | The roughly-twelve-months unengaged tail | Once, ever. Suppression Everything, afterwards: that is the point. | Removal from every marketing audience after it. The app remains theirs. |
| Waves stand down for live episodes | Anyone inside a live journey episode at a wave freeze | Not applicable. Suppression This row is the suppression. | The owning journey’s own beats. |
What needs deciding
| Decision | Owner | Where it stands |
|---|---|---|
| How the journey is measured: the holdout, the baseline and the read | Michael, with CACI | On the Test and Learn record |
Working detail
The decisioning matrix, the source of truthThe campaign brief in fullThe analytics briefReferenceThe moment map, all journeysHow we work
Leave feedbackThis 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.
Pack version: 3 Sep 2026, 23:21 (London)