Swimply Lifecycle Marketing Plan

Current State

Where things stand as of April 20, 2026. Everything below was built by MH1.

Live Canvases (7)

Launching This Week (3)

In QA (2)

In Pipeline Awaiting Approval (8)

Blasts & Supporting Infrastructure

Blasts: 25+ launched to date. Currently sending ~2/week. Adding Weekly Pool Discovery email (Connected Content) this week. Setting up recurring Weekend Push + Weekend Availability SMS.

Week 1: April 20-25

Launch queued canvases, establish recurring cadences, push pipeline through approvals.

• Launch Liked Listing, Browse Recovery, and Abandon Cart canvases
• QA Host Monitor Launch + Guest Lifeguards
• Build + ship Weekly Pool Discovery email (Connected Content, no design dependency)
• Set up recurring Weekend Push + Weekend Availability SMS
• Update Summer Pass content block to $149 full price, add to all blasts + transactional sends
• Push GP2 + H01 + 4 new briefs through approval chain
• Brief designer (Jacob) on Pool Discovery email
• Get next week's sends into Notion and briefed to designer
• Set frequency caps in Braze (max 2 emails + 1 push per user per day)

Week 2: April 28 - May 2

Ship QA canvases, begin pipeline builds, first performance report.

Today (Apr 28)

• Ping Yona for the original Figma so the Yona email build can start (blocker until received)
• Get all May design emails into Asana — full month tasked out so design has a clean queue
• Send pool data-needs ask to Abe — per-pool data requirements documented and over to engineering

This week

• Update Passes emails per Bunim's notes — new branding + naming. Estimated 30 min in Braze. Bunim feedback is the source of truth for the rewrite.
• Ship Host Monitor Launch + Guest Lifeguards (pending Mike date approval — targeting May 12 + May 14)
• Launch New Pool Near You (if eng + coupon blockers resolved by Abe + James)
• Continue Weekly Pool Discovery email + Weekend Push + Weekend SMS cadence
• Begin GP2 build if approved this week (in design with Yona currently)
• Begin H01 build if approved this week
• Weekly performance report #1
• Brief designer on next week's blasts (Graduation / "School's out... pool time!", Memorial Day preview)

Week 3: May 5-9

Continue launching pipeline canvases as briefs are approved. Seasonal blast ramp.

• Continue launching approved pipeline canvases (SP-07, SP Credits Expiring, Win-Back, Review Request as briefs are approved)
• Graduation Wave 1 blast (May 4-5)
• Summer Pass Spotlight blast
• Host Wake Up expansion build (10 levels + SMS)
• Recurring credits nudge cadence setup (weekly SMS + push + email for SP holders with unused credits)
• Weekly performance report #2

Week 4: May 12-16

Memorial Day prep, continued pipeline builds, Month 1 comprehensive report.

• Memorial Day Wave 1 (T-14) blast (May 11)
• Refer a Friend blast
• Continue pipeline canvas builds
• Month 1 performance report: all flow metrics, blast results, A/B test results if any, recommendations
• Weekly performance report #3
• Memorial Day campaign prep (Wave 2 + 3)

Phase 1 Targets

12+ canvases live (7 current + 5 launching/QA this week + pipeline as approved). Weekly email blast cadence established (Pool Discovery + seasonal). Weekly push + SMS cadence established. Summer Pass content block live across all sends. Memorial Day campaign in flight.

Memorial Day Execution

May 25-26 weekend. Multi-channel, multi-wave campaign.

Post-event performance report delivered within 48 hours of the holiday.

Juneteenth Execution

June 19. Multi-wave campaign sized between Memorial Day and weekly cadence. Phase 2 closes on this moment.

Why Juneteenth matters for Swimply

Juneteenth (June 19) is a federal holiday commemorating the end of slavery in the United States — the day in 1865 when enslaved people in Galveston, Texas finally learned they were free, more than two years after the Emancipation Proclamation. It has been celebrated in Black communities for over 150 years and became a federal holiday in 2021.

For a marketplace like Swimply, Juneteenth is a natural fit: it's one of the largest cookout and family-gathering days of early summer, especially in Black communities and Southern markets where pool weather is well underway by mid-June. Pool gatherings are part of how many families celebrate — multigenerational, food-centered, and outdoor.

Tone guardrails: Lead with the gathering and the weekend, not with a history lecture. Be warm, inclusive, and specific about what Swimply enables (private pools for cookouts, family parties, multigenerational gatherings). Avoid copy that feels performative, that tokenizes, or that uses the holiday solely as a discount hook. Confirm copy direction with Mike before Wave 1 ships.

Wave structure

Mother's Day + Father's Day (single-touch push)

Inside the 43-day planning window. Push only — no time for full email cycles.

Both should ship with a Liquid conditional that hides the push for users who already have a confirmed Sunday booking on the holiday — we're driving incremental, not duplicating.

Summer Ramp

All pipeline canvases live and driving results.

By the end of Phase 2, all pipeline canvases should be live and performing:

• GP2 (2nd Swim) driving repeat bookings
• H01 (Host Listing Optimization) improving host listing quality scores
• Recurring credits nudge keeping Summer Pass holders active
• Win-Back re-engaging lapsed guests
• Review Request building social proof

Blast Cadence Scales

• 2-3 emails per week (Pool Discovery weekly + 1-2 seasonal/event)
• Push: 5-6 per week (greenlit). Mix: Mon weekend planner, Wed midweek discovery, Fri weekend push, Sat morning today's pools, Sun urgency / single-day pickups
• Weekly Weekend Availability SMS, holiday Day-of SMS as needed
• Seasonal blasts for July 4th prep
• Feature spotlights for hosts (Host Redesign, Bookability Score, Daisy AI, Automated Messages, Advanced Pricing)

Optimization

30 days of data enables meaningful optimization.

• A/B test subject lines across blast campaigns
• A/B test push timing and copy
• Analyze flow performance: which steps convert, which drop off
• Optimize Browse Recovery + Abandon Cart based on 30 days of data
• Analyze host-side flows: is HP1 improving onboarding completion from 6.5% baseline?

July 4th Execution

Biggest revenue moment of the summer. Multi-wave, all channels.

Peak Season Operations + Advanced

All flows optimized, cadences at peak volume, advanced personalization.

Peak Season Operations

• All flows optimized and running
• Blast cadence at peak: 3-4 emails/week, 5-6 push per week, 2-3 SMS/week
• Connected Content driving personalized pool recommendations at scale
• Austin POC learnings applied to other top markets

Advanced Initiatives

• Subscription product announcement
• Guest-to-host cross-sell identification
• Advanced personalization based on booking history (pet/party/family segments)
• Re-engagement campaigns for early-season bookers who haven't rebooked

Late Summer Operations (Jul 19 - Aug 17)

Peak booking continues. Push cadence at 5-6/week. Lean into "summer is happening now" urgency.

Recurring cadences

• Email: 3-4 per week. Weekly Pool Discovery (Tue), Peak Local Drop (Thu), Weekend Planner (Fri or Sat AM), 1 themed/event blast
• Push: 5-6 per week. Suggested mix:
  • Mon AM — Weekend planner ("here's what's open this Sat/Sun near you")
  • Wed — Midweek discovery (rotating: heated, hot tub, slides, fire pit, outdoor kitchen)
  • Fri AM — Weekend push (today/tomorrow availability)
  • Sat AM — "Today's pools" (deep-link to same-day filter)
  • Sun AM — Single-day urgency ("a few openings still left for today")
  • Optional 6th: midweek booking-streak nudge or category spotlight
• SMS: 2 per week. Fri Weekend Availability + 1 themed
• In-App: Weekly Discovery (Sun or Mon)

Themed moments

Labor Day Prep (Aug 18 - Aug 31)

T-14 starts Aug 18. Last big revenue moment of the summer. Treat it like Memorial Day in scale.

Wave structure

Back-to-school dovetail

Many markets are back in school the week before Labor Day (some districts start as early as Aug 11, most by Aug 18-25). This means:

• Family pools shift to weekend-only — weekday demand softens after schools restart, weekend demand spikes for "last family pool day before fall"
• Adult-segment pools (no-kids parties, host events) hold up midweek — lean into this for hosts in markets with early start dates
• One back-to-school themed send mid-August — "Squeeze in one more pool day before homework starts." Positions Swimply as the fix to end-of-summer rush.

Seasonal Revenue Targets

Key revenue moments across the summer season.

Blast Calendar Framework

Recurring cadences plus seasonal campaigns layered on top.

Weekly Recurring

Seasonal / Event Blasts (2-3 per week on top of recurring)

• Graduation waves
• Memorial Day waves
• Summer Pass spotlight
• Refer a Friend
• Safety & Trust
• Feature spotlights (hosts)
• July 4th waves
• Heat wave reactive sends

What We Need From You

Outstanding items organized by owner. Resolving these unblocks the next wave of canvases.

From Bunim

From Nikhil

From Abe (Engineering)

From Yona

How We Keep You in the Loop

Consistent, proactive communication across every channel.

• Daily Slack updates: delivered, working on, blocked, need from you
• Weekly performance reports: flow metrics, blast metrics, A/B test results, recommendations
• Ops tracker updated daily: swimply-ops-tracker.vercel.app
• Weekly/biweekly calls (already scheduled)
• Proactive communication on blockers and timeline adjustments
• Notetaker on all calls, action items tracked
• Dedicated lifecycle operator managing your account day-to-day