Non-uploader nudge email
Strategic role: the single highest-leverage activation lever in the strategy — a triggered nudge to the ~70% of members who register but never upload a receipt. It targets the activation gap directly, and its measured lift is a Phase 1 success metric.
Audience & trigger: registered members with no first upload. Recommended first send at 21 days.
Approach: one dark hero leaning on loss aversion — the 250 bonus is framed as locked (gold-on-black pill + padlock) rather than rewarded — with one red CTA and no competing content. The welcome email already taught the programme, so this is a focused reminder, not a re-pitch.
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