Answer
Every email and message from the first read to a paying brand: today the product sends a dozen plain team emails and no pushes, and tomorrow's sequence leads every new brand to its first hand off, with Fetch adding one line and a person writing everything that matters.
Today
What the product sends now
| Message | When | Source |
|---|---|---|
| Invite: someone invited you to the brand | When a teammate invites | brew/auth.js:189 |
| Someone joined the brand | When a colleague joins | brew/auth.js:125 |
| Admin changes | When an owner adds, removes or hands over admin | brew/auth.js:209-211 |
| Check what we read, then still waiting | A few hours after the read waits, then a day later | brew/confirm-remind.js:1-21 brew/confirm-remind.js:70 |
| Open your feed to start the Plays; the subject still uses the old word | Same timing, when nobody opened the feed | brew/confirm-remind.js:84 |
| Your first Plays are ready; all are ready; some were updated | As the first Plays land, when all land, when they are rewritten | brew/build.js:1012 |
| The Monday digest: what changed, rival ads, what people said, the next date, the jams waiting on you | Monday 09:00 or later, brand time, seven days after the last; skipped when nothing is new; also to Slack | brew/digest.js:1-14 brew/digest.js:132 |
| Jam emails: tagged, asked, given a jam, asked for your OK | Right away; new messages batched to one per jam every 15 minutes | brew/jam-mail.js:74 brew/jam-mail.js:106 brew/SCOPE.md:25 |
| A brief sent to our team, and each status step to the sender | When sent and each time our team updates it | brew/jam-mail.js:119 brew/brief-status.js:5 |
| A connected account's sign in runs out | A week ahead, to owners and admins | brew/connectors/index.js:489 brew/SCOPE.md:14 |
Rules in the code
| Rule | Source |
|---|---|
| Every email comes from the internal name at hello@send.joinsquareup.com, through Resend | brew/auth.js:176 |
| Recipients are the brand's team and the person who started the read, only on the brand's own email domain | brew/digest.js:10 brew/auth.js:31 |
| Every email has mute and only tags links; a person can turn all mail off | brew/SCOPE.md:25 brew/digest.js:10 |
| The demo site sends no email | brew/SCOPE.md:25 |
| No push notifications: the service worker only installs the app shell | brew/public/sw.js:1-2 |
| Never an email or WhatsApp to a brand's own customers | brew/SCOPE.md:38 |
| No paying step exists; pricing is parked | memory brew-pricing-parked |
Tomorrow
Four phases, and the join between each
| Phase | The join we design | Version | Tag |
|---|---|---|---|
| Discovery | The read as a reveal, one shareable finding | v1 | New |
| Onboarding | Three questions, then the first win: heart one, make one, hand off one | v1 | New |
| Repeat loop | The Monday drop of five picks, finite, then caught up | v1 | New |
| Endgame | What we know about you, as a brand book the brand owns | v1 | Changes |
| Paying | A plan and wallet once pricing is set, said by a person | v1 | New, parked |
Fetch: First fetch, first win, then every Monday. That is a good dog life.
The onboarding sequence
| Day | Subject, Fetch's version | From | Job | Stops when | Version | Tag |
|---|---|---|---|---|---|---|
| 0, minute 1 | Throw me your store, I am on it | The founder who said yes | Say what happens and how long | Never skipped | v1 | New |
| 0, read done | Fetched. Your store is read | The person who ran it | Open one finding first | Read failed: the plain error instead | v1 | Changes |
| 1 | One pick, dropped at your feet | The product | Open one pick in Make it | A hand off happened | v1 | New |
| 2 | Three quick questions, one treat each | The product | What you handle, your next big moment, one thing you never post | Answered during the read | v1 | New |
| First hand off | Good dog. You handed one off | A founder | Say well done, show where the brief went | Sent once | v1 | New |
| 7 | Your first Monday, five at your feet | The product | Five picks, one named | Turned off | v1 | Changes, from the digest |
| 14 | Second Monday. Same ball, new picks | The product | The habit | Turned off | v1 | Changes |
| 28 | Four weeks of fetching. How is it going? | A founder | What should change | Never skipped for partners | v1 | New |
Activation is the first hand off. The ten minute first win is a design aim, not a measure, until we time it.
Fetch's one line in each email
| Sign off | |
|---|---|
| Welcome | Nose down, tail up. |
| Read ready | Fetched. |
| First pick | Dropped at your feet. |
| Three questions | One treat per answer. |
| First win | Good throw. |
| Brief page | Fetched for you. Over to you now. |
| Friday partner note | Nap time. See you Monday. |
Emails about a failed read, money, privacy or an apology carry no character.
Notifications, Fetch's rules
- At most one push a day, and only two kinds: your picks are here, and someone needs your yes.
- 60 characters at most, one thing, opens exactly that thing.
- Fetch's voice in the picks push, plain in the yes push.
- Never at night in the founder's time zone. Never to say you missed something.
| Push | Words | Version | Tag |
|---|---|---|---|
| The Monday drop | Five picks at your feet. One is my ball. | v1 | New |
| Need your yes | Need your yes: use the rain photo on Instagram? | v1 | New |
| Skip this week | Rest day; never guilt, never a broken run | v1 | New |
The paying step
| Item | Version | Tag |
|---|---|---|
| A person talks about cost with each partner before anything changes for them | v1 | Stays |
| A plan and wallet email, plain, from a person, no character | v1 | New, parked until pricing is agreed |
| A posting approval message for each scheduled post | v2 | New |
| How it went, per live pick | v3 | New |
Names
| Item | Version | Tag |
|---|---|---|
| The internal name leaves every subject, sender and footer; a wordmark slot until the name is picked | v1 | Changes |
| The old word for Plays leaves every subject | v1 | Changes |
How we do it
- Every message opens exactly one thing, and names a real pick for the real store.
- Count every push toward the ceiling above, Need your yes pushes included.
- A person writes the welcome, the read ready note, the first win, the day 28 note and anything about money, privacy or a mistake.
- Turn a sequence off the moment its job is done.
- Send every new email to a staff address on staging before it reaches a brand; the demo site sends no email, so it cannot test one.
- Check every subject with the writing checker before it ships.
Numbers
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Activation | New brands that hand off a pick in their first week | Brief status and jam records | Proposed |
| Days to first hand off | From read to the first brief shared or sent | Brief status and jam records | Proposed |
| Second Monday | Share of new brands that open Today the next Monday | Feed opens | Proposed |
| Opens per message | Opens divided by sends, per message | The mail provider | Proposed |
| Mail off rate | Share of people who turn all mail off | Mail preferences | Proposed |
Open
- Who sends the person written emails? Proposal: Param, from his own address, until a support inbox exists.
- Do the day 1, day 2 and day 14 emails start now, before the Monday drop ships? Proposal: no; start with the welcome, read ready and day 28 by hand.
- Does the Monday digest become the Monday drop? Proposal: yes, one Monday message, never two.
- When do pushes start? Proposal: with the installed app and the Monday drop, under Fetch's ceiling above.
- What is the paying message? Proposal: written when pricing is agreed with Sai; until then, cost is talked about in person.