G-WB: Guest Win-Back

Re-engage guests who haven't booked in 60+ days. Bring them back with new pools, seasonal content, and a soft incentive.

Flow Architecture

Entry: Guest, last booking 60+ days ago (or registered, never booked, 60+ days). Personalization layer: 🐶 Pet · 🎉 Party · 👨‍👩‍👧 Family.

Two paths: No Summer Pass (10% off welcome back gift + Summer Pass pitch as upgrade) vs. Has Summer Pass (credits balance + $0 fees reminder, no discount ever). The Summer Pass path further splits on credits balance.

Cadence: 3 emails over 21 days. Day 0: warm re-engagement + discovery angle. Day 10: paint the next pool day. Day 21: honest, warm, light humor final nudge.

Exit event: Booking made → exit flow.

Voice: Pure Pool Joy. Fun, emoji-driven, friend energy. Forward-looking, never backward-looking. Key rule: never tell the guest how they felt. Warm re-engagement, not desperate. Discovery energy.

Non-Summer Pass Path

Goal: Bring them back with a 10% off welcome-back gift. Pitch Summer Pass as an upgrade starting Email 2.

ALL IMAGE G-WB / Day 0 60+ days inactive NO SUMMER PASS Warm Re-Engagement + 10% Off 🌊
H2D1L1OFFERTRUST
ESP / Braze — not in image design
Subject
It's been a while. The pools miss you. 🌊
Preview Text
New pools, new experiences, same easy booking. 🏊
Image Design Spec
H2Blue Gradient Hero — Warm Re-Engagement
🎨 Creative Concept
Warm re-engagement. Not desperate. Discovery angle: "While you were away, some amazing new pools listed near your city." The 10% off code is introduced as a "welcome back" gift, not a marketing push. Forward-looking. Paint the next pool day, not a recap of what they missed. New pools as the hook, discount as the cherry on top.
Headline
While you were away, some amazing new pools listed near {{city}}. 🌊
Supporting Line
New pools, new experiences, same easy booking. And as a welcome back: 10% off your next swim.
CTA Button
See What's New Near Me 🏊
Lifestyle Photo
Inviting pool scene, golden hour, "come back" energy. Warm light, stunning pool, the kind of place that makes you think "I need to do this again." Discovery feeling, not nostalgia.
D1Wave Divider
Decorative — no copy
L1New Pool Listings Near You
CC Source
CC Dynamic — 2-3 new pool listings near {{city}}. Personalized by guest type (pet/party/family).
OFFERWelcome Back Gift
🎨 Creative Concept
Introduced as a gift, not a push. Styled as a fun promo card. Rounded corners, playful. The code should be big and easy to copy. Light, warm, "we missed you" energy.
Content
🎉 Welcome back: 10% off your next swim
Code: MISSEDYOU10
Good to see you again :)
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
ALL IMAGE G-WB / Day 10 Day 10 NO SUMMER PASS Weekend Nudge + SP Pitch ☀️
H2D1L1OFFERSP-HEROTRUST
ESP / Braze — not in image design
Subject
Your crew, a private pool, this weekend. Just saying. ☀️
Preview Text
Weekend spots near {{city}} are open. 🏊
Image Design Spec
H2Blue Gradient Hero — Paint the Weekend
🎨 Creative Concept
Paint the picture of the next pool day. Forward-looking. "Your crew, a private pool, this weekend." The discount is still available ("your 10% off is still waiting") but Summer Pass is introduced as the upgrade. Position SP as the better deal for anyone who wants to swim regularly. Weekend availability energy.
Headline
Your crew, a private pool, this weekend. Just saying. ☀️
Supporting Line
Weekend spots near {{city}} are open. Your 10% off is still waiting.
CTA Button
Find My Weekend Pool 🏊
Lifestyle Photo
Friends at a private pool, weekend vibes. Laughing, splashing, the kind of day you want to plan right now. Bright, social, aspirational but real.
D1Wave Divider
Decorative — no copy
L1Pool Recs + Weekend Availability
CC Source
CC Dynamic — 2-3 pool listings with weekend availability near {{city}}. Personalized by guest type.
OFFER10% Off Reminder
Content
🎉 Your 10% off is still waiting: MISSEDYOU10
SP-HEROSummer Pass Pitch
🎨 Creative Concept
Introduce Summer Pass as the upgrade. "Want to make every pool day this good? Summer Pass: $99, $0 fees, 10% back in credits." Position it as the better deal for regular swimmers. Not a hard sell. More like "if you liked that discount, you'll love this."
Headline
Want to swim like this all summer? ☀️
Content
Summer Pass: $99. $0 service fees. 10% back in credits. Swim twice and it pays for itself.
CTA Button
Get Summer Pass ☀️
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ALL IMAGE G-WB / Day 21 Day 21 — final NO SUMMER PASS Honest Final Nudge 👋
H2D1L1OFFERSP-HEROTRUST
ESP / Braze — not in image design
Subject
Last chance before you miss out 👋
Preview Text
Private pools in {{city}} with incredible hosts, open right now. 🏊
Image Design Spec
H2Blue Gradient Hero — Honest Final Nudge
🎨 Creative Concept
Honest, warm, light humor. "We'll stop emailing about this after today. But before we do, here's what's available." Self-aware, not pushy. Final discount push + Summer Pass as the upgrade. Trust footer with full safety messaging. The vibe is a friend who knows when to stop but wants to give it one last shot.
Headline
Pools are filling up for summer. Don't miss out. 👋
Supporting Line
Private pools in {{city}} with incredible hosts, open right now. Your 10% off is still good. And Summer Pass makes every pool day even better.
CTA Button
Browse Pools 🏊
Lifestyle Photo
Beautiful, aspirational pool scene. The kind of listing photo that stops your scroll. Stunning water, great design, "I need to be there" energy. Premium, inviting, warm.
D1Wave Divider
Decorative — no copy
L1Pool Recs
CC Source
CC Dynamic — 2-3 top-rated pool listings near {{city}}. Personalized by guest type.
OFFERFinal Discount Push
Content
🎉 Your 10% off is still good: MISSEDYOU10
Last chance to use it.
SP-HEROSummer Pass Final Pitch
Content
Or skip the code entirely. Summer Pass: $99. $0 fees. 10% back in credits. Every pool day, all summer.
CTA Button
Get Summer Pass ☀️
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
Summer Pass Path

Goal: Re-book using credits. No discount ever. Credits balance + $0 fees reminder throughout.

Conditional: Credits vs No Credits (within Summer Pass path)

Each Summer Pass email splits on credits_balance using Braze conditional logic:

Path A — Has SP + Has Credits ({% if {{custom_attribute.${credits_balance}}} > 0 %}): Credits-focused messaging with balance callouts and "Use My Credits" CTAs.

Path B — Has SP + No Credits ({% else %}): "$0 fees + 10% back on your next booking" angle. CTA becomes "Find My Next Pool."

The No Summer Pass path stays as-is (10% off + SP pitch, no credits involved).

ALL IMAGE G-WB / Day 0 60+ days inactive HAS SUMMER PASS Re-Engagement + Credits 🌊
H2D1L1CRTRUST
ESP / Braze — not in image design
Subject
It's been a while. The pools miss you. 🌊
Preview Text
New pools, new experiences. Plus you have {{credits_balance}} in credits. 🏊
Image Design Spec
Path A: Has Credits{% if {{custom_attribute.${credits_balance}}} > 0 %}
H2Blue Gradient Hero — Warm Re-Engagement
🎨 Creative Concept
Same warm re-engagement energy as non-SP path. Discovery angle with new pools near their city. The key difference: credits balance is the incentive, not a discount. "While you were away, some amazing new pools listed near your city. And you have credits waiting." Forward-looking, warm, not desperate.
Headline
While you were away, some amazing new pools listed near {{city}}. 🌊
Supporting Line
New pools, new experiences. Plus you have {{credits_balance}} in credits and $0 fees with your Summer Pass.
CTA Button
See What's New Near Me 🏊
Lifestyle Photo
Inviting pool scene, golden hour, "come back" energy. Same vibe as non-SP. Warm, welcoming, discovery feeling.
D1Wave Divider
Decorative — no copy
L1New Pool Listings Near You
CC Source
CC Dynamic — 2-3 new pool listings near {{city}}. Personalized by guest type.
CRCredits Balance
Content
💰 You have {{credits_balance}} in Swimply Credits. $0 fees with your Summer Pass. Your next pool day is already partially paid for.
CTA Button
Use My Credits 🏊
Path B: No Credits{% else %}
H2Blue Gradient Hero — Warm Re-Engagement (No Credits)
🎨 Creative Concept
Same warm re-engagement energy. Discovery angle with new pools. No credits to reference, so lead with Summer Pass value: $0 fees + 10% back on next booking. Forward-looking, warm, not desperate.
Headline
While you were away, some amazing new pools listed near {{city}}. 🌊
Supporting Line
New pools, new experiences. $0 service fees on every booking. 10% back in credits on your next swim. Your Summer Pass is working for you even when you're not using it.
CTA Button
See What's New Near Me 🏊
Lifestyle Photo
Inviting pool scene, golden hour, "come back" energy. Same vibe as non-SP. Warm, welcoming, discovery feeling.
D1Wave Divider
Decorative — no copy
L1New Pool Listings Near You
CC Source
CC Dynamic — 2-3 new pool listings near {{city}}. Personalized by guest type.
SP-VALUESummer Pass Value Reminder
Content
☀️ Your Summer Pass Perks
$0 fees + 10% back on your next booking. Your pass is working for you even when you're not using it.
CTA Button
Find My Next Pool 🏊
End Conditional{% endif %}
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
ALL IMAGE G-WB / Day 10 Day 10 HAS SUMMER PASS Weekend + Credits 💦
H2D1L1CRTRUST
ESP / Braze — not in image design
Subject
Your crew, a private pool, this weekend. Just saying. ☀️
Preview Text
{{credits_balance}} in credits + $0 fees. Weekend spots open near {{city}}. 🏊
Image Design Spec
Path A: Has Credits{% if {{custom_attribute.${credits_balance}}} > 0 %}
H2Blue Gradient Hero — Paint the Weekend
🎨 Creative Concept
Same forward-looking weekend energy as non-SP path. Paint the picture of the next pool day. Credits balance + $0 fees are the incentive. "Your crew, a private pool, this weekend. Your credits are waiting." Weekend availability energy.
Headline
Your crew, a private pool, this weekend. Just saying. ☀️
Supporting Line
Weekend spots near {{city}} are open. You have {{credits_balance}} in credits and $0 fees with your Summer Pass.
CTA Button
Find My Weekend Pool 🏊
Lifestyle Photo
Friends at a private pool, weekend vibes. Same energy as non-SP path. Bright, social, aspirational.
D1Wave Divider
Decorative — no copy
L1Pool Recs + Weekend Availability
CC Source
CC Dynamic — 2-3 pool listings with weekend availability near {{city}}. Personalized by guest type.
CRCredits Balance + $0 Fees
Content
💰 {{credits_balance}} in credits ready to go. $0 fees on your next booking. Your Summer Pass makes every pool day better.
CTA Button
Use My Credits 🏊
Path B: No Credits{% else %}
H2Blue Gradient Hero — Paint the Weekend (No Credits)
🎨 Creative Concept
Same forward-looking weekend energy. No credits to reference, so lead with Summer Pass value: $0 fees + 10% back on next booking. Weekend availability energy.
Headline
Your crew, a private pool, this weekend. Just saying. ☀️
Supporting Line
Weekend spots near {{city}} are open. $0 service fees on every booking. 10% back in credits on your next swim. Your Summer Pass is working for you even when you're not using it.
CTA Button
Find My Next Pool 🏊
Lifestyle Photo
Friends at a private pool, weekend vibes. Same energy as non-SP path. Bright, social, aspirational.
D1Wave Divider
Decorative — no copy
L1Pool Recs + Weekend Availability
CC Source
CC Dynamic — 2-3 pool listings with weekend availability near {{city}}. Personalized by guest type.
SP-VALUESummer Pass Value Reminder
Content
☀️ Your Summer Pass Perks
$0 fees + 10% back on your next booking. Your pass is working for you even when you're not using it.
CTA Button
Find My Next Pool 🏊
End Conditional{% endif %}
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
ALL IMAGE G-WB / Day 21 Day 21 — final HAS SUMMER PASS Final Credits Push 👋
H2D1L1CRTRUST
ESP / Braze — not in image design
Subject
Last chance before you miss out 👋
Preview Text
{{credits_balance}} in credits + pools near {{city}} open right now. 🏊
Image Design Spec
Path A: Has Credits{% if {{custom_attribute.${credits_balance}}} > 0 %}
H2Blue Gradient Hero — Honest Final Nudge
🎨 Creative Concept
Same honest, warm, light humor as non-SP. "We'll stop emailing about this after today." Self-aware. Credits balance + availability as the final pitch. Trust footer with full safety messaging. The vibe is a friend who knows when to stop but wants to give it one last shot.
Headline
Pools are filling up for summer. Don't miss out. 👋
Supporting Line
Private pools in {{city}} with incredible hosts, open right now. You have {{credits_balance}} in credits and $0 fees with your Summer Pass.
CTA Button
Browse Pools 🏊
Lifestyle Photo
Beautiful, aspirational pool scene. Premium, inviting, warm. Same energy as non-SP final email.
D1Wave Divider
Decorative — no copy
L1Pool Recs
CC Source
CC Dynamic — 2-3 top-rated pool listings near {{city}}. Personalized by guest type.
CRCredits + Availability
Content
💰 {{credits_balance}} in credits. $0 fees. Pools open right now. Your Summer Pass is ready when you are.
CTA Button
Use My Credits 🏊
Path B: No Credits{% else %}
H2Blue Gradient Hero — Honest Final Nudge (No Credits)
🎨 Creative Concept
Same honest, warm, light humor. No credits to reference, so lead with Summer Pass value: $0 fees + 10% back on next booking. Self-aware final nudge. The vibe is a friend who knows when to stop.
Headline
Pools are filling up for summer. Don't miss out. 👋
Supporting Line
Private pools in {{city}} with incredible hosts, open right now. $0 service fees on every booking. 10% back in credits on your next swim. Your Summer Pass is working for you even when you're not using it.
CTA Button
Find My Next Pool 🏊
Lifestyle Photo
Beautiful, aspirational pool scene. Premium, inviting, warm. Same energy as non-SP final email.
D1Wave Divider
Decorative — no copy
L1Pool Recs
CC Source
CC Dynamic — 2-3 top-rated pool listings near {{city}}. Personalized by guest type.
SP-VALUESummer Pass Value Reminder
Content
☀️ Your Summer Pass Perks
$0 fees + 10% back on your next booking. Pools open right now. Your pass is ready when you are.
CTA Button
Find My Next Pool 🏊
End Conditional{% endif %}
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.

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