Flow Architecture
Entry: Pass holder with credits expiring. Personalization layer: 🐶 Pet · 🎉 Party · 👨👩👧 Family.
Cadence: 3 emails. 14 days before expiry: friendly heads-up. 7 days before: tighter urgency + weekend availability. 24 hours before: final urgency, one CTA, clean and simple.
Exit event: Credits used OR credits expired → exit flow.
Voice: Pure Pool Joy. Fun, emoji-driven, friend energy. Forward-looking. Urgency builds across the 3 emails but never crosses into guilt or desperation. Key rule: never tell the guest how they felt. Paint the NEXT pool day.
Email 1: Friendly Heads-Up
14 days before credits expire. Friendly urgency. "You earned these. Don't let them disappear."
ESP / Braze — not in image design
Subject
Your Swimply Credits expire in 2 weeks. Use them before they're gone. ⏰
Preview Text
{{credits_balance}} in credits, pools near {{city}} are open. 🏊
Image Design Spec
🎨 Creative Concept
Credits countdown with friendly urgency. Not panicky. The vibe is "you earned these, don't let them disappear." Show the credits balance big and bold, plus the expiry date. Pair with personalized pool recs. The tone is a friend giving you a heads-up, not a corporation sending a warning.
Headline
You earned these. Don't let them disappear. ⏰
Supporting Line
Your {{credits_balance}} in Swimply Credits expire on {{expiry_date}}. Pools near {{city}} are open and your credits are ready to go.
CTA Button
Use My Credits 🏊
Lifestyle Photo
Warm, sun-drenched pool scene. Golden hour light reflecting off water. The feeling of "this is waiting for you." Inviting, bright, summery.
CC Source
CC Dynamic — 2-3 personalized listings by guest type near {{city}}.
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
Email 2: Tighter Urgency
7 days before expiry. Tighter urgency. Weekend availability angle. Credits + countdown + pool listings.
ESP / Braze — not in image design
Subject
1 week left to use your {{credits_balance}} in credits. ⏰
Preview Text
Pools are booking up this weekend. Your credits are ready. 🏊
Image Design Spec
🎨 Creative Concept
Tighter urgency than Email 1. The countdown is more prominent. Weekend availability angle: "pools are booking up this weekend, your credits are ready." The credits balance and countdown timer should feel like the centerpiece. Still fun, not desperate. Think: a friend saying "seriously though, use these this weekend."
Headline
1 week left. {{credits_balance}} in credits. This weekend is calling. ⏰
Supporting Line
Pools near {{city}} are booking up this weekend. Your credits expire on {{expiry_date}}. Your Summer Pass means $0 fees.
CTA Button
Book Before They Expire 🏊
Lifestyle Photo
Weekend energy. Lively pool scene, people having the best time. The kind of Saturday that makes you think "I should be there." Bright, fun, FOMO-inducing but warm.
CC Source
CC Dynamic — 2-3 pool listings with weekend availability near {{city}}. Personalized by guest type.
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
Email 3: Final Urgency
24 hours before expiry. Final urgency. Clean, simple, one CTA. "This is it. Book now or they're gone."
Final Email
This is the last email before credits expire. Clean, simple, one CTA. No pool listings. No extra modules. Just the credits balance (big) and one-tap booking. Maximum impact, minimum friction.
ESP / Braze — not in image design
Subject
Last day. Your {{credits_balance}} in credits expire tomorrow. 🚨
Preview Text
One tap. That's all it takes. 🏊
Image Design Spec
🎨 Creative Concept
Final urgency. The credits balance should be HUGE. This is the simplest email in the series. One screen. One number. One CTA. "This is it. Book now or they're gone." The design should strip away everything except the credits balance and the booking button. Clean, bold, impossible to ignore. Still fun in tone, but the urgency is real.
Headline
This is it. {{credits_balance}} expires tomorrow. 🚨
Supporting Line
One tap. That's all it takes. Book now or they're gone.
CTA Button
Use My Credits Now 🏊
Lifestyle Photo
Beautiful pool, late afternoon light, empty and waiting. "Last chance" energy but still warm and inviting. The pool is right there. One tap away.
Trust Bar
Escape. Enjoy. Repeat. $1M protection. 24/7 support.
Resolved Comments
No resolved comments yet.