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.
Open the film ↗| 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. |
| 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 |