← StrategyJourney 5 campaign brief
Today's journeyPack version: 15 Oct 2026, 11:47 (London)
Leave feedbackToday, before any change: every send and screen, as the customer receives it
43 live communications and screens fire inside this journey at sign-up and the first sessions, in the order of its moments. 29 shown as the creative, 7 as their words, 7 by name only (capture needed).
| As sent | What the customer gets | What happens to it | The moment it fires at | Who gets it | Channel | Trigger | Sender | Least sure, and what is missing |
|---|---|---|---|---|---|---|---|---|
 | Upgrade your next train from £5App screen · Intro screen, first open | Unchanged Continues by rule: no disposition names it. | 1 · At sign-upThe welcome, or the return | Everyone who reaches this screen | App screen | At render On the intro screen, while the customer is on it | The app, native | |
 | Flexible on time? Save up to 50%. Explore Secret FareApp screen · Intro screen, first open | Unchanged Continues by rule: no disposition names it. | 1 · At sign-upThe welcome, or the return | Everyone who reaches this screen | App screen | At render On the intro screen, while the customer is on it | The app, native | |
 | Don't miss the good stuff: exclusive offers and deals are just a checkbox awayApp screen · Sign-up, the offers checkbox | Unchanged Continues by rule: no disposition names it. | 1 · At sign-upThe welcome, or the return | Everyone who reaches this screen | App screen | At render On the sign-up, while the customer is on it | The app, native | |
 | Your Seatfrog account is ready — next steps insideWelcome aboard - let’s get started Hi! We’ve handled the boring bits. Below are some bite-size tips to get set up in the app and find help fast. Service email, zero fluff.Welcome_Email_Transactional | Changed · Phase 1 | 1 · At sign-upThe welcome, or the return | All new accounts | Event trigger Account creation | Braze | ||
 | Your Seatfrog account is ready — next steps insideWelcome aboard - let’s get started Hi! Thanks for hopping over from Uber. We’ve handled the boring bits -below are some bite-size tips to get set up in the app and find help fast. Service email, zero fluff.Welcome_Email_Transactional_Uber | Changed · Phase 1 | 1 · At sign-upThe welcome, or the return | Uber sign-ups | Event trigger Account creation | Braze | ||
 | 👋 Welcome to better train travelLet's go by train, Thanks for hopping over from Uber. Rediscover the joy of train travel 🚆 Bid for exclusive First Class upgrades Nab Secret Fares at bargain prices Swap train times at low cost, and Book advance tickets…New_User_Onboarding_Journey · day 0 email · Uber partner sign-ups | Retires · Phase 1 Ruled by Sheran, 4 Sep 2026: the Uber partnership is no longer running. The Uber welcome sent six emails in the 100 days to 3 Sep; any sign-up still carrying the Uber attribution takes the standard welcome. The canvas’s Uber path and its day-0 Uber push and email retire with it. | 1 · At sign-upThe welcome, or the return | New accounts: Uber partner sign-ups | Scheduled At account creation · Uber partner sign-ups · 2 live variants | Braze | ||
 | Welcome to SeatfrogHere at Seatfrog we're on a mission to make train travel more flexible, comfortable and better value.New_User_Onboarding_Journey · day 0 email · all new accounts, test A | Changed · Phase 1 Reworked as the welcome moment (Sheran, 4 Sep 2026): one welcome in two versions, service and marketing; the £5 sign-up incentive version keeps its code. The canvas keeps only its first 48 hours. | 1 · At sign-upThe welcome, or the return | New accounts: all new accounts, test A | Scheduled At account creation · all new accounts, test A · 2 test variants · 2 live variants | Braze | ||
 | 👋 Welcome to better train travelLet's go by train, Thanks for joining Seatfrog. Rediscover the joy of train travel 🚆 Bid for exclusive First Class upgrades Nab Secret Fares at bargain prices Swap train times at low cost, and Book advance tickets with n…New_User_Onboarding_Journey · day 0 email · all new accounts, test B | Retires · Phase 1 Ruled by Sheran, 4 Sep 2026: the Uber partnership is no longer running. The Uber welcome sent six emails in the 100 days to 3 Sep; any sign-up still carrying the Uber attribution takes the standard welcome. The canvas’s Uber path and its day-0 Uber push and email retire with it. | 1 · At sign-upThe welcome, or the return | New accounts: all new accounts, test B | Scheduled At account creation · all new accounts, test B · 4 live variants | Braze | ||
 | You’re in! Your £5 code is inside£5 unlocked You’re all set. Use the code below on your next upgrade - it expires in 30 days. £5 unlocked, You’re all set. Use the code below on your next upgrade - it expires in 30 days.New_User_Onboarding_Journey · day 0 email · the £5 opt-in incentive branch | Changed · Phase 1 Reworked as the welcome moment (Sheran, 4 Sep 2026): one welcome in two versions, service and marketing; the £5 sign-up incentive version keeps its code. The canvas keeps only its first 48 hours. | 1 · At sign-upThe welcome, or the return | New accounts: the £5 opt-in incentive branch | Scheduled At account creation · the £5 opt-in incentive branch · 2 live variants | Braze | ||
SeatfrogSave big on upgrades Better train travel starts in First Class | Save big on upgrades Better train travel starts in First ClassNew_User_Onboarding_Journey · day 0 push · email and push, test A | Changed · Phase 1 Reworked with the welcome (Sheran, 4 Sep 2026): the welcome push stays as the day-0 companion to the email; the canvas keeps only its first 48 hours. | 1 · At sign-upThe welcome, or the return | New accounts: email and push, test A | Push | Scheduled At account creation · email and push, test A · 2 test variants · 5 live variants | Braze | |
 | How to upgrade to First ClassUpgrades are what we do. And we do them well. Affordable luxury train travel is a bid away - here’s how to do it. Bid. Book. Board. 1. Find your train Make sure it's the same service as your original ticket. 2.New_User_Onboarding_Journey · day 1 email · all new accounts, test A | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | New accounts: all new accounts, test A | Scheduled Day 1 after account creation · all new accounts, test A · 2 live variants | Braze | ||
 | Your first class upgrade is waiting…Upgrades are what we do. And we do them well. Affordable luxury train travel is a bid away - here’s how to do it. Bid. Book. Board. 1. Find your train Make sure it's the same service as your original ticket. 2.New_User_Onboarding_Journey · day 1 email · all new accounts, test B | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | New accounts: all new accounts, test B | Scheduled Day 1 after account creation · all new accounts, test B · 4 live variants | Braze | ||
 | Onboarding guide in-app messageShow me! Back Continue Back Continue Back Continue Back Let's go!V2 ONBOARDING GUIDE IAM | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | In-app message | Session start Shows at a session while eligible | Braze | |
SeatfrogDid you know? in-app message Test | Did you know? in-app message TestDid you know? IAM Test | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | In-app message | Session start Shows at a session while eligible | Braze | In-app message body not captured: capture from the app |
SeatfrogWelcome content card | Welcome content cardWelcome_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | Creative not exported by Braze for content cards: capture from the app or the creative library |
SeatfrogGreaterOdds content card | GreaterOdds content cardGreaterOdds_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | Education cards placed with the never-transacted; could be Journey 10's slot Creative not exported by Braze for content cards: capture from the app or the creative library |
SeatfrogUpgradeMyths content card | UpgradeMyths content cardUpgradeMyths_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | As above Creative not exported by Braze for content cards: capture from the app or the creative library |
SeatfrogAboutBUNs content card | AboutBUNs content cardAboutBUNs_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | As above Creative not exported by Braze for content cards: capture from the app or the creative library |
SeatfrogAuction Video content card | Auction Video content cardAuction_Video_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | As above Creative not exported by Braze for content cards: capture from the app or the creative library |
 | Place a Bid: opening bid price and the Buy now box, with no decision-support copy on the screen todayApp screen · The live auction screen, where buy vs bid is decided | Changed · Phase 2 | 3 · At the decisionThe buy-or-bid decision, in place | Everyone who reaches a live auction | App screen | At render On the live auction screen, while the customer is on it | The app, native | |
 | Try a free practice bidApp screen · The practice bid invitation | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | Everyone who reaches this screen | App screen | At render On the practice bid invitation, while the customer is on it | The app, native | Placed in both Journey 3 and 5; say if one is enough |
 | You won a first class upgrade! You saved £81. Try for realApp screen · The practice round, won view | Unchanged Continues by rule: no disposition names it. | 2 · First sessionThe session start | Everyone who reaches this screen | App screen | At render On the practice round, while the customer is on it | The app, native | The auction onboarding surface; the real win screens (instant-win pop-up, won auction detail) follow once the board section link is in hand |
 | Turn on alerts. Win more upgrades.App screen · The alerts ask | Unchanged Continues by rule: no disposition names it. | 4 · At peak trustThe permission ladder | Everyone who reaches this screen | App screen | At render On the alerts ask, while the customer is on it | The app, native | Placed in Journey 5 and 8 |
 | Email opt-in ask in-app messageEMAIL OPT IN IAM | Folds into the proposed message · Phase 1 The cold-open interrupts retire; the email ask moves to the permission ladder at a value moment. | 4 · At peak trustThe permission ladder | not in the Braze export | In-app message | Session start Shows at a session while eligible | Braze | |
SeatfrogOptIns content card | OptIns content cardOptIns_ContentCard_NOV25 | Unchanged Continues by rule: no disposition names it. | 4 · At peak trustThe permission ladder | not in the Braze export | Content card | At render Shows in the app's card feed while eligible | Braze | Creative not exported by Braze for content cards: capture from the app or the creative library |
SeatfrogBid in advance for Instant Wins ✨ | Bid in advance for Instant Wins ✨New_User_Onboarding_Journey · day 2 push · email and push, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: email and push, test A | Push | Scheduled Day 2 after account creation · email and push, test A · 8 test variants · 8 live variants | Braze | |
 | The secret to smarter travel? Secret FareExclusively with Seatfrog It’s the big secret we want to tell everyone about. Massive discounts on train tickets to popular destinations.New_User_Onboarding_Journey · day 3 email · all new accounts, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test A | Scheduled Day 3 after account creation · all new accounts, test A · 2 live variants | Braze | ||
 | Shhhh. Exclusive secret train faresExclusively with Seatfrog It’s the big secret we want to tell everyone about. Massive discounts on train tickets to popular destinations.New_User_Onboarding_Journey · day 3 email · all new accounts, test B | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test B | Scheduled Day 3 after account creation · all new accounts, test B · 4 live variants | Braze | ||
 | How do you do trains?Tell us how you travel, and we’ll tell you which of our brilliant ticket offers will make your journeys even better. Plan ahead with advance standard tickets (and upgrade later) Book a ticket Upgrading is for you.New_User_Onboarding_Journey · day 4 email · all new accounts, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test A | Scheduled Day 4 after account creation · all new accounts, test A · 4 live variants | Braze | ||
 | Catch the right train ticket for youHow do you travel on trains ? Tell us how you travel, and we’ll tell you which of our brilliant ticket offers will make your journeys even better.New_User_Onboarding_Journey · day 4 email · all new accounts, test B | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test B | Scheduled Day 4 after account creation · all new accounts, test B · 2 live variants | Braze | ||
SeatfrogSave up to 50% on tickets with Secret Fare | Save up to 50% on tickets with Secret FareNew_User_Onboarding_Journey · day 4 push · push only, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: push only, test A | Push | Scheduled Day 4 after account creation · push only, test A · 2 test variants · 3 live variants | Braze | |
 | Where next? £5 off your bookingTo you, love Seatfrog All yours, no strings attached. Enjoy your next trip. Spend it! Your code *£5 discount code applies to won upgrades and instant upgrades.New_User_Onboarding_Journey · day 5 email · all new accounts, test A | Retires · Phase 1 A discount to the never-transacted breaks the offer rule (the win is the reward); the £5 incentive awaits cost sign-off and a compliance view. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test A | Scheduled Day 5 after account creation · all new accounts, test A · 2 live variants | Braze | ||
 | Exclusive discount insideTo you, love Seatfrog All yours, no strings attached. Enjoy your next trip. Spend it! Your code *£5 discount code applies to won upgrades and instant upgrades.New_User_Onboarding_Journey · day 5 email · all new accounts, test B | Retires · Phase 1 A discount to the never-transacted breaks the offer rule (the win is the reward); the £5 incentive awaits cost sign-off and a compliance view. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test B | Scheduled Day 5 after account creation · all new accounts, test B · 4 live variants | Braze | ||
SeatfrogBook tickets now, upgrade later | Book tickets now, upgrade laterNew_User_Onboarding_Journey · day 6 push · email and push, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: email and push, test A | Push | Scheduled Day 6 after account creation · email and push, test A · 2 test variants · 3 live variants | Braze | |
SeatfrogGet your tickets booked now, bid for upgrades later | Get your tickets booked now, bid for upgrades laterNew_User_Onboarding_Journey · day 6 push · email and push, test B | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: email and push, test B | Push | Scheduled Day 6 after account creation · email and push, test B · 2 test variants · 3 live variants | Braze | |
 | Get £5 for referring friends. Trains are better togetherGet £5 for every friend you refer to Seatfrog When you refer a friend (or casual acquaintance, we won’t check) to Seatfrog, they’ll get £5 off their first upgrade with us - and you get a £5 voucher off your next upgrade.New_User_Onboarding_Journey · day 7 email · all new accounts, test A | Retires · Phase 1 A referral ask before any transaction breaks the sequencing rule: advocacy only after a positive trip. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test A | Scheduled Day 7 after account creation · all new accounts, test A · 2 test variants · 2 live variants | Braze | ||
 | £5 when you refer a friendGet £5 for every friend you refer to Seatfrog When you refer a friend (or casual acquaintance, we won’t check) to Seatfrog, they’ll get £5 off their first upgrade with us - and you get a £5 voucher off your next upgrade.New_User_Onboarding_Journey · day 7 email · all new accounts, test B | Retires · Phase 1 A referral ask before any transaction breaks the sequencing rule: advocacy only after a positive trip. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test B | Scheduled Day 7 after account creation · all new accounts, test B · 2 test variants · 3 live variants | Braze | ||
SeatfrogGrab your upgrade now with code | Grab your upgrade now with codeNew_User_Onboarding_Journey · day 8 push · email and push, test A | Retires · Phase 1 A discount to the never-transacted breaks the offer rule (the win is the reward); the £5 incentive awaits cost sign-off and a compliance view. | 5 · If they stallThe stall, and who owns it | New accounts: email and push, test A | Push | Scheduled Day 8 after account creation · email and push, test A · 2 test variants · 3 live variants | Braze | |
SeatfrogWe're nice like that. Grab your upgrade now with code | We're nice like that. Grab your upgrade now with codeNew_User_Onboarding_Journey · day 8 push · email and push, test B | Retires · Phase 1 A discount to the never-transacted breaks the offer rule (the win is the reward); the £5 incentive awaits cost sign-off and a compliance view. | 5 · If they stallThe stall, and who owns it | New accounts: email and push, test B | Push | Scheduled Day 8 after account creation · email and push, test B · 2 test variants · 2 live variants | Braze | |
 | Train travel hacks you need to knowWe’ve known each other a little while now, and we want to bring you in on our Seatfrog secrets to negotiating some of the busiest train stations with calm expertise.New_User_Onboarding_Journey · day 9 email · all new accounts, test A | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test A | Scheduled Day 9 after account creation · all new accounts, test A · 3 live variants | Braze | ||
 | Hacks for the UK’s busiest train stationsWe’ve known each other a little while now, and we want to bring you in on our Seatfrog secrets to negotiating some of the busiest train stations with calm expertise.New_User_Onboarding_Journey · day 9 email · all new accounts, test B | Retires · Phase 1 Retired (Sheran, 4 Sep 2026): the calendar tail goes. State replaces it: the session-start pile, the buy-or-bid screen and the permission ladder own the customer in the app, and a search hands off to Journey 3, a bid to Journey 4, a purchase to Journey 1. Over 84 days to 4 Sep 2026 the canvas's days 2 to 14 earned 1,801 Braze-attributed conversions against 735 unsubscribes; days 0 and 1 earned 19,227. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts, test B | Scheduled Day 9 after account creation · all new accounts, test B · 3 live variants | Braze | ||
 | Your first upgrade is on usYour code: You've got £5. The clock's ticking. Here's the deal. £5 to spend on your first upgrade, and 16 days to use it. Bid for a seat or skip the suspense and grab one outright at a fixed price.New_User_Onboarding_Journey · day 14 email · all new accounts | Retires · Phase 1 Ruled by Sheran, 4 Sep 2026: the canvas keeps only its first 48 hours. The day-14 £5 chaser (in Braze as the unnamed 'Step 9': 111 attributed conversions from 11,835 sends in 84 days) retires with the tail; the £5 code's delivery stays in the day-0 welcome's incentive version. | 5 · If they stallThe stall, and who owns it | New accounts: all new accounts | Scheduled Day 14 after account creation · all new accounts | Braze | ||
 | Ready to save BIG on First Class?Explore the app and secure that first upgrade 🔥PROSPECTS (FEB 25 -) | Folds into the proposed message · Phase 1 The tiered, capped seasonal wave replaces the calendar drip to the never-transacted, under the archiving rule's record. | 5 · If they stallThe stall, and who owns it | not in the Braze export | Push and email | Scheduled Calendar drip to the never-transacted | Braze | Could sit in Journey 9 as a wave rather than here |