G-P2: 1st Booking → 2nd Booking
Post-first-booking lifecycle flow. Two parallel paths based on Summer Pass status.
Entry: First booking completed. Immediate split on has_summer_pass into two parallel paths.
Tone: Action-oriented, forward momentum. Paint the next pool day. "This feeling deserves a sequel" is the vibe. Not reflective, not "thank you."
Discounts (Non-SP only): Two discount moments. Day 1 is an A/B test (10% off / 15% off / no discount, all 24hr expiry, codes STAYWET10 / STAYWET15) — winning variant rolls out permanently. Day 14 (email 3) is a single-variant last-chance discount: 15% off, 24hr expiry, code DIVEBACK15. Day 14 uses a fresh code so analytics can attribute each moment independently.
Pool Recs Strategy: Every email with pool recs shows the pool they just booked FIRST ("Book again"), plus 2-3 nearby pools. But each email takes a DIFFERENT angle on the recs to keep it fresh:
- Day 1: "Book [pool name] again" + nearby pool hopping picks.
- Day 7: Category discovery. Pool recs organized by vibe: pools with outdoor kitchens, heated pools, pools with slides, pools with fire pits, pools with speakers, etc. Use Swimply's search filters to create deep-linked URLs to filtered results.
- Day 14: Product-focused discovery. Showcase specific amenities: pools with speakers, heated pools, pools with outdoor kitchens, pools with slides. Different angle than Day 7.
- Day 21: "Be the first to discover your neighborhood's next raddest pool." New/recently listed pools near them.
Summer Pass: SP banner is present in every non-SP email as a persistent secondary module. Only ONE email is SP-focused (Day 7 pivot). Day 14 is a product/discovery email, not a Summer Pass email.
Summer Pass Savings Language (use everywhere): "$0 fees on all bookings under $300 (save up to $45 every swim!). 10% back in credits (earn $30+ on every swim). That's up to $75 in total savings per swim." NEVER say "$300 average booking."
SP Path Credits Conditional: Not all SP holders have credits. If credits_balance is $0 or empty, suppress credits language. Fallback: SP perks ($0 fees, exclusive access) + pool recs.
Channel Mix: Push-heavy, 2 SMS total in the non-SP path, RCS as a single Day 7 A/B test. No in-app (product team controls in-app).
- Push: Every 2 days. Each push highlights a different pool category/filter (pools with outdoor kitchens, heated pools, pools with slides, pools with fire pits, etc.) with a deep-linked URL to that filter on swimply.com. Keep it fresh, don't repeat the same angle. Only ONE push should mention Summer Pass. All others: "check out these cool pools near you" energy.
- SMS: Two sends in the non-SP path and that is all. Day 7 SMS pairs with the Summer Pass email; Day 14 SMS pairs with the new last-chance discount in email 3 (DIVEBACK15). SP holders receive no SMS.
- RCS: Single A/B test at Day 7, not a multi-day schedule. Non-SP path tests SP-pitch carousel vs pool-discovery carousel. SP path tests credits-forward carousel vs pool-discovery carousel. 50/50 split, 7-day hold before calling a winner.
Exit: 2nd booking completed OR Summer Pass purchased (non-SP path) exits the flow. Day 21 no action goes to Win-Back.
Pricing note: Summer Pass price ($99.99) should be implemented as live text via a Braze Content Block (e.g. {{content_blocks.${summer_pass_price}}}) so it can be updated in one place when pricing changes. Do not hard-code the price into image designs.
Voice: Pure Pool Joy. Fun, emoji-driven, friend energy. Forward momentum, painting the next experience. "This feeling deserves a sequel" is a good direction, not the only direction. Other options in that spirit are welcome.
Goal: Drive the 2nd booking. Two discount moments: Day 1 A/B test (10% vs 15% vs none, 24hr) and Day 14 last-chance (15% off, 24hr, DIVEBACK15). Summer Pass is a persistent banner in every email, with one dedicated SP email on Day 7. Pool recs get more creative each email to keep discovery fresh.
Three variants. Variant A: 10% off, 24hr expiry. Variant B: 15% off, 24hr expiry. Variant C: no discount. All share the same design template. Only the offer module and supporting line change. Winning variant rolls out permanently.
- "Your next pool day is one tap away."
- "That was just the beginning."
{{content_blocks.${summer_pass_price}}} for the price so it can be updated in one place when pricing changes.
Day 7: Summer Pass becomes the main offer. This is the one dedicated SP email in the flow. Position it as the upgrade for someone who loved their first swim and wants to make it a regular thing.
Last email in the G-P2 flow. If no action, guest enters the Win-Back Flow.
Goal: Re-book using credits. No discount ever. Credits are the entire offer throughout this path. Pool recs follow the same category variety strategy as non-SP.
This email has two variants controlled by liquid logic on {{credits_balance}}.
Has credits ($1+): Show credits balance, "use your credits" CTAs, credits nudge module.
No credits ($0): Skip credits language. Focus on SP perks ($0 fees, exclusive access) and pool recs.
- "Ready for round two? 🏊"
- "Your next pool day is calling. 💦"
Credits are the entire offer. No discount ever. This is the most important email in the SP path. Make the credits balance impossible to ignore.
This email has two variants controlled by liquid logic on {{credits_balance}}.
Has credits ($1+): Show credits balance, "use your credits" CTAs, credits nudge module.
No credits ($0): Skip credits language. Focus on SP perks ($0 fees, exclusive access) and pool recs.
This email has two variants controlled by liquid logic on {{credits_balance}}.
Has credits ($1+): Show credits balance, "use your credits" CTAs, credits nudge module.
No credits ($0): Skip credits language. Focus on SP perks ($0 fees, exclusive access) and pool recs.
Last email in the G-P2 flow. If no action, guest enters the Win-Back Flow with a Pass Renewal angle at 180 days.
This email has two variants controlled by liquid logic on {{credits_balance}}.
Has credits ($1+): Show credits balance, "use your credits" CTAs, credits nudge module.
No credits ($0): Skip credits language. Focus on SP perks ($0 fees, exclusive access) and pool recs.
Push: Primary supporting channel. Send every 2 days. Each push highlights a DIFFERENT pool category/filter with a deep-linked URL. Keep it fresh. Only ONE push mentions Summer Pass (for non-SP path). All others are about discovering cool pools.
SMS: Two sends total in the non-SP path. One pairs with the Summer Pass email (Day 7), one pairs with the Day 14 last-chance discount (DIVEBACK15). That is all. SP holders receive no SMS in this flow.
RCS: Single A/B test at Day 7, not a multi-day schedule. Two variants per path, 50/50 split, 7-day hold before calling a winner. RCS delivers rich media cards in the messaging app and falls back to SMS on unsupported devices.
In-App: None. Product team controls in-app experiences.
All push/SMS/RCS copy referencing credits balance should have a no-credits fallback. When credits = $0, replace credits messaging with SP perks ($0 fees, exclusive access).
RCS (Rich Communication Services) delivers rich media cards directly in the messaging app. Supports carousels, images, action buttons, and branded sender. Falls back to SMS for unsupported devices. Available to ALL users, not limited to Summer Pass holders.