Rescue trials that never activated

The trigger

One read-only SELECT against PostgreSQL. Rowfire polls it for new rows, and the rule fires once per account.

SELECT a.id AS account_id,
       a.name AS account,
       a.owner_name,
       a.owner_email,
       a.trial_ends_at,
       a.trial_ends_at - interval '3 days' AS nudge_at
FROM accounts a
JOIN plans p ON p.id = a.plan_id
WHERE p.name = 'Trial'
  AND a.activated_at IS NULL
  AND a.is_internal = false

This is an absence: no code runs when a trial fails to activate, so the application has nothing to emit. The query finds it instead.

The clock is nudge_at, three days before the trial ends, and the key is account_id. The rule rescue_stalled_trial fires once per account, so nobody is chased twice.

For the team or for the customer

• Customer success: a Zendesk ticket with the owner’s name and email, so someone reaches out personally. In the demo’s 120 days, that’s 87 tickets.
• Lifecycle: a Braze trial_stalled custom event, which starts an automated rescue campaign.

Both can subscribe to the same trigger. Run them in shadow first, then promote.