The CRM briefEvery comms change in one list, then each one today beside proposed
For the agency, and anyone building these comms in Braze. Every change this journey makes, what starts it, what stops it, and what it says today beside what it should say. The full logic per row, and the copy of record, sit on the Decisioning matrix.
| # | The change | Channel | Where it lives | What changes | Versions | Phase |
|---|
| 1 | The first knock | Push and email | | New · the churn band; usual route and from-price, nightly; the power marker from the hand-off. | 3 | Phase 2 |
| 2 | The comparison knock | Email, and the card feed for push-only | | New · the walk-up figure substantiated at fire time; the paid figure from history. | 2 | Phase 2 |
| 3 | The welcome-back card | In-app (Braze card) | | New · nothing beyond the route traits where held. | 2 | Phase 1 |
| 4 | The final attempt | Email and push | | New · the offer mechanics; the band gate; the post-end suppression list ships with it. | 1 | Phase 2 |
| 5 | The anniversary message | Email and push | | New · the anniversary trait; route, paid and from-price figures. | 1 | Phase 2 |
| 6 | The incentive card's disposition, ruled and executed at go-live | Rules | Braze | Change · rule only | None | Phase 1 |
1Every change, today beside proposed6 changes, in build order
Everything this journey changes. The words per version live on the Decisioning matrix and the FigJam brief; each versions table is the checklist. If it is not here, it is not in this round. Each change: who it reaches, what starts and stops it, then today’s wording exactly as it sends now beside the proposed direction. Where nothing sends today, the block says so rather than leaving a blank.
1The first knockNewPhase 2
Who it reaches
Day-60 hand-offs from the first-slip journey, and the one-time metered backfill, band-gated
What starts it
The day-60 hand-off event from the first-slip journey; or the one-time, metered, propensity-ranked backfill wave, highest band first. Never an independent day-count, never a blast.
What stops it
Any session in the last 30 days (a returner needs recognition, not a win-back); an active trip; the first-slip journey’s open episode (one lapse owner). A win-back never carries a data-capture ask.
Versions to write
| 1 | Power register: what they have saved with us over the years |
| 2 | Returning register: route and from-price, only pay if you win |
| 3 | One-time register: the mechanic re-explained in one line |
▸ Still to decide: 2 questions, with Analytics: Ivi and Ben
- Restate the 1.5% reactivation objective’s denominator, and reconcile the pool counts across sources (279,876 verified against the circulating figures). · Analytics: Ivi and Ben
- Size and meter the one-time backfill wave per band, with the double-read holdout design. · Analytics: Ivi and Ben
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
BRAZE, SWITCHED OFF
Nothing fires. Three staged canvases built and off; the weekly blast family disabled (blanket contact of likely returners measured minus 11.8% in a holdout).
Proposed, as drafted
BRAZE CANVAS PUSH + EMAIL
SF
Your usual route's upgrade is backFirst Class from £19 this week. Only pay if you win.
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording Three registers: recognition for power users (what they have saved), value for returning customers, the mechanic re-explained for one-time customers. Route and price illustrative. Design authors the final copy at the creative gate.
The full message plan
Your usual route’s upgrade is back. First Class from a real from-price this week; only pay if you win. Power users open on what they have saved with us over the years; a one-time customer is reminded how the mechanic works.
2The comparison knockNewPhase 2
Who it reaches
Episode holders whose first knock went unseen for five to seven days
What starts it
First touch unseen for five to seven days: no email open, no push tap, no app open inside the window.
What stops it
As row 1. An app re-open pauses outbound and hands the session to the welcome-back card.
Versions to write
| 1 | Email: the gap stated, one tap to sign in, no password |
| 2 | Card-feed variant for push-only customers: waits for their next open |
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
DISABLED BLASTS
Nothing fires. The blast family’s £44,019 attributed revenue was never shown incremental.
Proposed, as drafted
BRAZE EMAIL / CARD FEED
First Class walk-up on your route is £48 todayYour last upgrade cost £19
That gap has not gone anywhere
Your account is still here: one tap to sign in, no password to remember.
See this week's upgrades
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording Figures illustrative; both substantiated at fire time. For push-only customers the comparison waits in the card feed for their next open. Design authors the final copy at the creative gate.
The full message plan
First Class walk-up on your route is the real fare today; your last upgrade cost what it cost. That gap has not gone anywhere. One tap to sign in, no password to remember.
3The welcome-back cardNewPhase 1
Who it reaches
Anyone opening the app after 61 or more days away
What starts it
First app session after 61-plus days away (Braze-native session recency).
What stops it
Never beside a win-back send in the same session: the card supersedes it.
Versions to write
| 1 | With a route held: route and from-price lead |
| 2 | Without: the account-is-as-you-left-it reassurance alone |
▸ Still to decide: 1 question, with Sheran, at Gate 1
- Rule the welcome-back owner: this journey fires and measures the card; the returning-customer home journey renders the surface. One owner, decided. · Sheran, at Gate 1
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
THE GENERIC COLD START
No capture exists. The wording is not captured in the comms record; the row below carries every field the record does hold.
Proposed, as drafted
BRAZE CONTENT CARD
Good to see you again
Your account is just as you left it. First Class on your route is going from £19 this week.
See your route's upgrades
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording Fires on the first session after 61-plus days away. This journey fires and measures it; the returning-customer home journey renders the surface; one owner is the open ruling. Design authors the final copy at the creative gate.
The full message plan
Good to see you again. Your account is just as you left it. First Class on your route is going from a real price this week.
4The final attemptNewPhase 2
Who it reaches
Episodes closed dormant, 90-plus days with no engagement, band-gated
What starts it
Ninety-plus days with no engagement after the episode closed dormant, gated on the propensity band.
What stops it
The full post-end suppression list ships with the send, as a deliverable of equal rank.
Versions to write
| 1 | One version; the offer block awaits the offer-depth decision |
▸ Still to decide: 1 question, with Sheran, at Gate 1
- Rule the final attempt’s offer depth and the high-band cut-off, with Finance, on Analytics sizing. · Sheran, at Gate 1
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
NOTHING TODAY
Nothing exists. A £5 win-back push ran once (3.9% open) and never became a programme.
Proposed, as drafted
BRAZE EMAIL + PUSH
One last try, then we'll leave you beOur best welcome-back deal, one time only
After this, we stop asking
Come and see what's changed on your route: live prices this week, and our best welcome-back deal, one time only.
See what's changed
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording The offer block awaits the offer-depth decision. The anniversary message (a year ago you upgraded this route) is the second asset in this pair, once a year exactly. Design authors the final copy at the creative gate.
The full message plan
One last try, then we’ll leave you be. Come and see what’s changed on your route: live prices this week, and our best welcome-back deal, one time only. After this, we stop asking.
5The anniversary messageNewPhase 2
Who it reaches
The whole consented pool, once a year, on the anniversary of their purchase
What starts it
The anniversary of their first transaction.
What stops it
Suppressed inside any open episode, active trip, or the post-final-attempt end state.
Versions to write
| 1 | One version, personalised by route, paid figure and this week's from-price |
▸ Today's message beside the proposed one, and the full plan
Today: what occupies this moment
NOTHING TODAY
Nothing exists. A £5 win-back push ran once (3.9% open) and never became a programme.
Proposed, as drafted
BRAZE EMAIL + PUSH
One last try, then we'll leave you beOur best welcome-back deal, one time only
After this, we stop asking
Come and see what's changed on your route: live prices this week, and our best welcome-back deal, one time only.
See what's changed
Mock-up Mock, drawn from the matrix's working copy; not a capture.
Proposed wording The offer block awaits the offer-depth decision. The anniversary message (a year ago you upgraded this route) is the second asset in this pair, once a year exactly. Design authors the final copy at the creative gate.
The full message plan
A year ago you upgraded your route for what you paid. Same trip, this year: First Class from a real price this week, against the walk-up fare. One message a year, that’s the deal.
6The incentive card's disposition, ruled and executed at go-liveRule onlyBrazePhase 1
Who it reaches
Inactive push-only customers from 365 days: the card’s current audience
What starts it
Today: card-feed presence for inactive push-only customers from 365 days; persists on interaction.
▸ Still to decide: 1 question, with Sheran, at Gate 1
- Rule the £5 card’s disposition: fold into the welcome-back card’s offer state, narrow to the final attempt, or retire. · Sheran, at Gate 1
The full register, with every answer as it lands: the questions table on the Decisioning matrix.
▸ Today's send beside the rule change, and the full plan
Today, as it sends
BRAZE CONTENT CARD
No capture exists. The wording is not captured in the comms record; the row below carries every field the record does hold.
Proposed: the rules change, no word moves
No new send. The change is a decision: one offer story in the territory instead of an orphan discount running under a controlled episode.
The full message plan
No new message: this row is the disposition call on today’s £5 card.
2Suppressed by design3 rows, no send
No triggered touch goes to the rows below. The suppression is the treatment, and each row names why.
▸ The 3 rows, and why nothing sends to each
| The moment | Who it reaches | Why nothing sends |
|---|
| The low propensity band: no triggered touchDesigned silence | Low-band customers at every trigger | The weekly-blasted low band is now deliberately left alone: blanket contact of likely returners measured minus 11.8% in a holdout, and the low band is where that damage concentrates. |
| The organic returner: recognised, never chasedDesigned silence | Anyone with a session in the last 30 days | Every read in this journey must clear organic return, not silence; sending win-backs to people already back both wastes sends and poisons the read. |
| The email deep tail: no engagement in 24 monthsDesigned silence | Email-consented customers with no engagement and no consent refresh in 24 months | The deep tail stops being emailed on stale consent: sender reputation is a shared resource and the tail costs more than it could ever return. |