SP-07: Summer Pass Low Usage Nudge
Re-engage Summer Pass holders who haven't booked in 14+ days. Remind them of their credits and the value they're not using.
Flow Architecture
Entry: Summer Pass holder, 14+ days since last booking. Personalization layer: 🐶 Pet · 🎉 Party · 👨👩👧 Family.
Cadence: 3 emails over 14 days. Day 0 (14 days no booking): credits balance hero. Day 7: weekend availability angle. Day 14: warm check-in with full pass value reminder.
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. Paint the NEXT pool day. No guilt trips.
Conditional: Credits vs No Credits
Each email in this flow splits on credits_balance using Braze conditional logic:
Path A — Has Credits ({% if {{custom_attribute.${credits_balance}}} > 0 %}): Credits-focused messaging with balance callouts and "Use My Credits" CTAs.
Path B — No Credits ({% else %}): Summer Pass value messaging. "$0 service fees on every booking. 10% back in credits on your next swim." CTA becomes "Find My Next Pool."
Email 1: Credits Balance Hero
Triggered at 14 days with no booking. Lead with the credits balance. Make it impossible to ignore.
ALL IMAGE
SP-07 / Email 1
Day 0 — 14 days no booking
HAS SUMMER PASS
Credits Balance Hero 💰
CR-HEROD1L1TRUST
ESP / Braze — not in image design
Subject
Your Summer Pass is just sitting there. Let's fix that. ☀️
Preview Text
You have credits waiting and pools open near you. 🏊
Image Design Spec
Path A: Has Credits
{% if {{custom_attribute.${credits_balance}}} > 0 %}CR-HEROCredits Balance Hero — Big Bold Number
🎨 Creative Concept
This email fires when a Summer Pass holder hasn't booked in 14+ days. The credits balance IS the hero. Big, bold, impossible to miss. The vibe is a friend nudging you: "You have money sitting there and you should be sitting by the pool." Not guilt-trippy. Forward-looking. Personalized pool recs by guest type (pet/party/family). One screen, one action.
Headline
You have {{credits_balance}} in credits and you should be sitting by the pool, not reading this email. 🌊
Supporting Line
Your Summer Pass means $0 fees. Your credits are ready. Pools near {{city}} are wide open.
CTA Button
Use My Credits 🏊
Lifestyle Photo
Empty pool on a beautiful day. Pristine water, golden light, zero people. "This could be you right now" energy. The pool is waiting. Bright, warm, beckoning.
D1Wave Divider
Decorative — no copy
CRCredits Balance Module
🎨 Creative Concept
Standalone credits balance callout. Big number. Visual weight. Pair with personalized pool recs below.
Content
💰 Your Swimply Credits: {{credits_balance}}
Ready to use. $0 fees with your Summer Pass.
Ready to use. $0 fees with your Summer Pass.
Path B: No Credits
{% else %}SP-VALUESummer Pass Value Hero — No Credits
🎨 Creative Concept
Same energy as credits hero but leads with Summer Pass value instead of balance. The guest has no credits, so we lean into what the pass gives them: $0 fees and 10% back in credits on their next swim. The pass is working for them even when they're not using it. Forward-looking, warm, not guilt-trippy.
Headline
Your Summer Pass is working for you. You should be at the pool. 🌊
Supporting Line
$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. Pools near {{city}} are wide open.
CTA Button
Find My Next Pool 🏊
Lifestyle Photo
Empty pool on a beautiful day. Pristine water, golden light, zero people. "This could be you right now" energy. The pool is waiting. Bright, warm, beckoning.
D1Wave Divider
Decorative — no copy
SP-VALUESummer Pass Benefits Module
🎨 Creative Concept
Replace the credits balance callout with a Summer Pass value reminder. No balance to show, so reinforce the pass perks instead.
Content
☀️ Your Summer Pass Perks
$0 service fees on every booking. 10% back in credits on your next swim. Your pass is working for you even when you're not using it.
$0 service fees on every booking. 10% back in credits on your next swim. Your pass is working for you even when you're not using it.
End Conditional
{% endif %}L1Personalized Pool Recs
CC Source
CC Dynamic — 2-3 personalized listings by guest type (pet/party/family) near {{city}}.
TRUSTTrust Footer
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
Email 2: Weekend Availability
Weekend availability angle. Pool recs near their location. Credits reminder.
ALL IMAGE
SP-07 / Email 2
Day 7
HAS SUMMER PASS
Weekend Pools + Credits 💦
H2D1L1CRTRUST
ESP / Braze — not in image design
Subject
Pools near {{city}} are wide open this weekend. 🌊
Preview Text
Your Summer Pass means $0 fees. Your credits are waiting. 🏊
Image Design Spec
Path A: Has Credits
{% if {{custom_attribute.${credits_balance}}} > 0 %}H2Blue Gradient Hero — Weekend Availability
🎨 Creative Concept
Weekend availability angle. The vibe is "pools near you are open, your credits are waiting, your pass means $0 fees." Paint the picture of a weekend pool day. Forward-looking, not backward-looking. Personalized pool recs by guest type.
Headline
Pools near {{city}} are wide open this weekend. 🌊
Supporting Line
Your Summer Pass means $0 fees. Your {{credits_balance}} in credits are ready to go.
CTA Button
Browse Pools Near Me 🏊
Lifestyle Photo
Weekend pool energy. Friends, sunshine, floats in the water. The kind of Saturday scene that makes you want to grab your phone and book. Bright, lively, inviting.
D1Wave Divider
Decorative — no copy
L1Pool Listing Cards
CC Source
CC Dynamic — 2-3 listing cards with weekend availability near {{city}}. Personalized by guest type.
CRCredits Reminder
Content
💰 You have {{credits_balance}} in Swimply Credits. Your next pool day is already partially paid for.
CTA Button
Use My Credits 🏊
Path B: No Credits
{% else %}H2Blue Gradient Hero — Weekend Availability (No Credits)
🎨 Creative Concept
Same weekend availability angle but leads with Summer Pass value instead of credits balance. $0 fees + 10% back on next booking. Forward-looking weekend energy.
Headline
Pools near {{city}} are wide open this weekend. 🌊
Supporting Line
$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
Weekend pool energy. Friends, sunshine, floats in the water. The kind of Saturday scene that makes you want to grab your phone and book. Bright, lively, inviting.
D1Wave Divider
Decorative — no copy
L1Pool Listing Cards
CC Source
CC Dynamic — 2-3 listing cards with weekend availability near {{city}}. Personalized by guest type.
SP-VALUESummer Pass Value Reminder
Content
☀️ Your Summer Pass Perks
$0 service fees on every booking. 10% back in credits on your next swim. Your pass is working for you even when you're not using it.
$0 service fees on every booking. 10% back in credits on your next swim. 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. $1M protection. 24/7 support.
Email 3: Warm Check-In
Soft, warm check-in. Not guilt-trippy. Full pass value reminder + pool recs + credits balance.
ALL IMAGE
SP-07 / Email 3
Day 14 — final
HAS SUMMER PASS
Warm Check-In 💛
H2D1SP-BENEFITSL1CRTRUST
ESP / Braze — not in image design
Subject
Quick check-in. Everything okay with your Summer Pass? 💛
Preview Text
We noticed you haven't booked in a while. Here's what's available. 🏊
Image Design Spec
Path A: Has Credits
{% if {{custom_attribute.${credits_balance}}} > 0 %}H2Blue Gradient Hero — Warm Check-In
🎨 Creative Concept
Final email. Soft, warm, genuine check-in. Not guilt-trippy. The vibe is "we want to make sure you're getting the most out of your pass." Friendly, caring, forward-looking. Remind them what they get with Summer Pass + show pool recs + credits balance. One last warm nudge before the flow ends.
Headline
We want to make sure you're getting the most out of your pass. 💛
Supporting Line
Quick check-in. Your Summer Pass is packed with perks and pools near {{city}} are wide open. Here's everything waiting for you.
CTA Button
Find My Next Pool Day 🏊
Lifestyle Photo
Warm, inviting pool scene. Soft light, calm water, welcoming. The feeling of "this is still here for you whenever you're ready." Gentle, not urgent.
D1Wave Divider
Decorative — no copy
SP-BENEFITSWhat You Get with Summer Pass
🎨 Creative Concept
Full value reminder. Clean, scannable benefits block. Reinforce why they got Summer Pass in the first place. Should feel like a no-brainer to use it.
Section Headline
Here's what your Summer Pass gets you:
Benefit 1
$0 service fees on bookings under $300 (~$20 saved per swim)
Benefit 2
10% back in Swimply Credits on every booking (~$16 per swim)
Benefit 3
Exclusive member access all summer long
L1Personalized Pool Recs
CC Source
CC Dynamic — 2-3 personalized listings by guest type near {{city}}.
CRCredits Balance
Content
💰 You have {{credits_balance}} in Swimply Credits ready to use.
CTA Button
Use My Credits 🏊
Path B: No Credits
{% else %}H2Blue Gradient Hero — Warm Check-In (No Credits)
🎨 Creative Concept
Same warm check-in energy but no credits to reference. Lead with Summer Pass value: $0 fees, 10% back on next swim. The pass is still giving them value. Gentle, caring, forward-looking.
Headline
We want to make sure you're getting the most out of your pass. 💛
Supporting Line
Quick check-in. $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. Pools near {{city}} are wide open.
CTA Button
Find My Next Pool 🏊
Lifestyle Photo
Warm, inviting pool scene. Soft light, calm water, welcoming. The feeling of "this is still here for you whenever you're ready." Gentle, not urgent.
D1Wave Divider
Decorative — no copy
SP-VALUEWhat You Get with Summer Pass
🎨 Creative Concept
Full value reminder. Same benefits block but no credits balance callout. Reinforce the pass perks and drive to booking.
Section Headline
Here's what your Summer Pass gets you:
Benefit 1
$0 service fees on bookings under $300 (~$20 saved per swim)
Benefit 2
10% back in Swimply Credits on every booking (~$16 per swim)
Benefit 3
Exclusive member access all summer long
L1Personalized Pool Recs
CC Source
CC Dynamic — 2-3 personalized listings by guest type near {{city}}.
SP-VALUESummer Pass Value Reminder
Content
☀️ Your Summer Pass Perks
$0 service fees on every booking. 10% back in credits on your next swim. Your pass is working for you even when you're not using it.
$0 service fees on every booking. 10% back in credits on your next swim. 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.
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