Win back users after 14 days without a login

The trigger

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

SELECT u.id AS user_id,
       u.email,
       u.first_name,
       a.name AS account,
       u.last_login_at,
       u.last_login_at + interval '14 days' AS inactive_at
FROM users u
JOIN accounts a ON a.id = u.account_id
WHERE u.deactivated_at IS NULL
  AND a.is_internal = false

An inactive user is an absence: nothing happens on day 14, so there is no moment for the application to emit an event. The query makes one. Table and column names are a sketch; adapt them to your schema.

The clock is inactive_at, computed as 14 days after the last login, and the key is user_id. Each poll picks up users whose inactive_at has just passed.

The Braze side

Bind the catalogue’s Braze track_event action with:

• external_id: {{ user_id }}
• event name: inactive_14_days

and trigger the win-back campaign on that custom event in Braze. The campaign decides the message; Rowfire decides the moment and how often.

Backtest it before switching it on: it shows how many users would have entered the campaign each day over past data. For trials that never got started, see rescue trials that never activated.