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.
Every segment, outcome and channel state, with the change and the evidence at each moment.
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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.
| 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. |
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.
| 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. 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. 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. 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. 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. 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. This row is the suppression. | The owning journey’s own beats. |
| 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 |