This journey’s strategy. Prospects do not doubt the value, they doubt it is true. Prove it, make the first try risk free, and time every nudge to what they do, not the calendar. 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.
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 welcome, or the return Phase 1 | Account creation. The dormant pool's version rides the seasonal wave calendar instead. | One welcome. The permission ladder carries its own caps. Stops: Not sent to returning first losers: designed silence at the hand-back. A search, a bid or a purchase exits the canvas that carries the welcome: from that event the owning journey has the customer. | The app-store proof assets; the win-rate figure substantiated at build (68.6%, Analytics confirmed). |
| The day-one email Phase 1 | Account creation plus one day, every new account. The bid-state read at send time picks the version. | One send, by definition; the first email of the first 48 hours after the welcome. Stops: Not sent to returning first losers, repeat losers or the dormant: the day-one email belongs to new accounts. Never inside a live episode. | Nothing new: the bid-placed event already reaches Braze. The practice deep link (engineering ask) turns the invitation into one tap; until it lands the button opens the app. |
| The seasonal wave, capped Email, Braze Push Phase 1 | The seasonal wave calendar; requires an engagement signal within about 12 months. | Two touches per wave; quiet hours 23:00 to 06:00; no active trip; no live disruption on the customer's route. Stops: Suppressed during any owned recovery episode, and for the genuinely unengaged. One journey or wave owns a customer per window. | pool definition, tier model The canonical pool definition and the engagement-tier model (Analytics), due before the wave calendar freezes; where tiers are model-selected, the holdout must separate journey lift from targeting lift.
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| The fresh-start offer Phase 1 | Day-14 hand-back, no response to the recovery message, still away past the reframe window. | Once per customer, ever. Stops: Never inside an owned recovery episode; never beside the wave in the same window. | offer sizing, cost sign-off Analytics sizing of the test; cost sign-off on the offer.
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| The check-in, day 7 Phase 1 | Day 7 after account creation, only where no bid has been placed; the £5 frame where the credit is unredeemed. | Once per window. Stops: Never mid-flow, never inside a live episode. | credit state at send time The never-transacted state (in Braze) and the credit state Braze reads from the ledger: issued, the stored expiry date, redeemed. Redemption is read from the credit, never inferred from a first transaction. |
| The expiry warning, day 57 Email, Braze Push Phase 1 | 72 hours before the credit expires (day 57 of the 60 days from the grant); the push echoes at 48 hours only where the email is unseen. | Once, by definition. Stops: Never mid-flow, never inside a live episode. | credit state at send time The credit's stored expiry date and redemption state at send time, read from the ledger. |
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 buy-or-bid decision, in place Native Screen Or Modal | Never-transacted customers reaching the buy-now step or an auction screen | An app surface (native screen or modal), so an app build, not a Braze one. |
| The return after a first loss Native Screen Or Modal, Braze In-App Message | Never-transacted losers, handed back at day 14 by the live-auction journey | Waits on an app release. |
| The permission ladder Native Screen Or Modal, Braze In-App Message | Unconsented never-transacted customers, at a first value moment | Waits on an app release. |
| The first-win celebration Native Screen Or Modal, Braze In-App Message | Never-won customers at their first successful transaction, whatever its type | Phase 2: it needs a new event, feed or surface before Braze can build it. |