Journey 7, recoverWorking draft
The win-back journey
Win-back: relevance or silence, never a blast. After day 60 of silence nobody owns the dormant customer and almost nothing reaches them; this journey builds the missing win-back: entry by hand-off at day 60, the churn band setting who and how hard, every message anchored to a trip the customer actually takes, two touches then a genuine end, and a launch gate that has shrunk from a whole model to one sync payload extension.
2,046,603The reactivation pool, all three tiers
351,976reachable by push and email
730,447reachable by push only
273,351reachable by email only
690,829on no marketing channel
The customer experience
Today beside what is proposed at every moment, with the trigger, the message, the guardrails and what each moment needs. Filter by phase, by new or changed, and by the channels the customer holds.
Open the walk →▶The film of this journey as the customer receives itEvery segment, outcome and channel state, played as the customer meets it.
Open the film ↗Today, before any change
1 live communications and screens fire inside this journey at dormant, then back, whoever sends them. The walk below shows only what is proposed.Name only: capture neededWinback £5incentive content card
content cardAt render
Shows in the app's card feed while eligible
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.
What changes
4 changes; each one today beside what is proposed on the CRM brief| The moment | What the customer gets instead | Who builds it |
|---|---|---|
| The two-touch episode | After day 60 of silence nobody owns the dormant customer and almost nothing reaches them. The first knock is banded, route-anchored and deep-linked: their usual route, a real from-price this week, only pay if you win. Recognition for power users (what they have saved), the mechanic re-explained for one-time customers. | Analytics ships the band into the sync and sizes the waves; Design writes the registers; the Braze developer builds the canvas. |
| The welcome-back landing | A returner stops landing on the same generic cold start as everyone else: the card recognises the absence, restates the account is as they left it, and lands them on their route at a real price. The failing magic-link door is flagged as a product fix beside it. | Sheran rules the owner; the Braze developer ships the card; Product fixes the expiring magic-link door. |
| The long tail: a real end, one annual beat | One last try that says so: the best welcome-back deal, one time only, and after this we stop asking. Then the end is real: hard suppression, and the anniversary as the one remaining beat. | Sheran and Finance rule the offer; Analytics sizes per band; the Braze developer wires the end-state suppression. |
| The live incentive card's disposition | The card’s job (an incentive at re-entry) overlaps the welcome-back landing and the final attempt; the record needs one owner and one offer story before the new build ships beside it. | Sheran rules; the Braze developer executes in the go-live change. |
Your brief
one page per team, the asks linked to the boardCRM and the agencyEvery comms change in one list, then each one today beside proposedOpen the CRM brief →ProductThe return experience, now and nextOpen the Product brief →DesignWhat Design is being asked to create, and the rules it plays byOpen the Design brief →EngineeringWhat Journey 7 needs, and who owns it: one payload extension, then a small event setOpen the Engineering brief →
What ships when
6 of 6 treatments ship in Phase 1 with no engineering; 0 wait for itPhase 1 · ships on Braze and Analytics
- The route-anchored win-back
- The comparison anchor
- The welcome-back landing
- The final attempt, then a genuine end
- The anniversary message
- The live incentive card
Phase 2 · waits for engineering
- Nothing waits.
Launch gates, Phase 1
- No launch gates recorded.
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.
Who gets each treatment, and what stops it
the targeting, the caps and the suppression on every treatment, as the decisioning matrix holds themOpen the table (6 treatments)
| The treatment | Who gets it | What stops it: caps and suppression | When nothing is sent |
|---|---|---|---|
| The route-anchored win-back | Day-60 hand-offs from the first-slip journey, and the one-time metered backfill, band-gated | Two touches per episode, hard. Quiet hours apply. Suppression 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. | The low band gets nothing: the suppression is the treatment, and blanket contact of likely returners measured minus 11.8% in a holdout. |
| The comparison anchor | Episode holders whose first knock went unseen for five to seven days | Two touches per episode, hard. Suppression As row 1. An app re-open pauses outbound and hands the session to the welcome-back card. | Seen and not acted means silence: the episode closes dormant after this knock either way. |
| The welcome-back landing | Anyone opening the app after 61 or more days away | Once per return. Suppression Never beside a win-back send in the same session: the card supersedes it. | Nothing else fires at re-entry: outbound pauses the moment they open the app. |
| The final attempt, then a genuine end | Episodes closed dormant, 90-plus days with no engagement, band-gated | Once, ever, per customer. Suppression The full post-end suppression list ships with the send, as a deliverable of equal rank. | After it: hard suppression. Opt-out semantics without asking the customer to do the work. |
| The anniversary message | The whole consented pool, once a year, on the anniversary of their purchase | Once a year, exactly. Suppression Suppressed inside any open episode, active trip, or the post-final-attempt end state. | Nothing else: the beat is the promise. |
| The live incentive card | Inactive push-only customers from 365 days: the card’s current audience | Today: the card’s own. Suppression None today. | Ruled at Gate 1 or folded by the build: never left running unowned beside the new episode. |
What needs deciding
| Decision | Owner | Where it stands |
|---|---|---|
| The tier pools the 2 Sep Analytics pull sizes sit on a different definition to the held figures | Sheran, with Ivi | Open |
| How the journey is measured: the holdout, the baseline and the read | Michael, with CACI | On the Test and Learn record |
Working detail
The decisioning matrix, the source of truthThe campaign brief in fullThe analytics briefReferenceThe moment map, all journeysHow we work
Leave feedbackThis pack is a proposal. The banded episode shape and the recognition-first door are the recorded position; the surface owner, the card disposition and the offer are open rulings. Say what is wrong with the journey, or what it is missing.
Pack version: 3 Sep 2026, 23:20 (London)