push
Queued push after journey exit: still delivers vs cancelled with the trip
Bought—but the cart push still arrived? Often the FC queue survived exit. Gate content on open order.
Sara Moradi
Sep 29, 2026 · 7 min read
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The Leadara Approach
Guides on audiences, journeys, and measurement — written for marketers who ship.
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wait
Late entry after a calendar wait: silent drop vs a Window-Miss alternate path
Late to a calendar Wait: silent Drop or honest Window-Miss—never a blind next-slot for flash codes.
Reza Ahmadi
Sep 29, 2026 · 7 min read
exit
Exit criteria deferred until after wait vs immediate exit: leave only when the wait ends vs drop the moment the exit event fires
A mid-wait purchase should not get a cart SMS—lock immediate vs deferred-until-after-wait in the brief.
Amir Hosseini
Sep 29, 2026 · 7 min read
More articles
re-entry
Every re-match must unmatch vs fixed-interval re-entry: leave the segment then return vs calendar cooldown
Leaving the flow is not the same as unmatching the segment; either require a real leave-and-return, or allow still-matching after a fixed interval.
Sara Moradi
Sep 28, 2026 · 7 min read
quiet hours
Quiet-hours flow pause vs campaign skip: freeze the journey until morning vs never send that blast
Cart nurture usually waits until morning; a “2 hours left” blast should skip rather than arrive at breakfast.
Amir Hosseini
Sep 28, 2026 · 7 min read
delay
Past-dated calendar delay exit vs wait for next occurrence: leave the journey vs hold until the next valid slot
One-shot sale reminders should usually exit when late; weekly webinar series should wait for next Tuesday.
Niloofar Karimi
Sep 28, 2026 · 6 min read
delay
Personalized delay from context vs fixed duration: per-user wait from an attribute vs the same N days for everyone
If everyone gets a message 3 days after purchase while SKU consumption cycles differ, your delay is a shared clock—not a replenishment calendar.
Sara Moradi
Sep 28, 2026 · 7 min read
birthday SMS
Birthday SMS campaigns for online stores: from a profile date to a personal discount code
Store a birthday on the profile, wait until that date, send a consented SMS greeting with a short-lived code, and exit on purchase or expiry.
Sara Moradi
Sep 27, 2026 · 6 min read
re-entry
Re-eligibility clock from exit vs from entry: cooldown starts when they leave vs when they joined
Exit-anchored 10-day cooldown after a 6-day trip means re-entry around day 16—not day 11 from enrollment.
Niloofar Karimi
Sep 27, 2026 · 6 min read
A/B testing
Sticky A/B variant on first pass vs re-randomize: same path forever vs new coin flip each visit
Sticky-first-pass reuses the first variant on later passes; re-randomize flips again each visit. Prefer sticky for clean subject-line lift.
Amir Hosseini
Sep 27, 2026 · 5 min read
wait until event
Event must occur while in delay vs prior counts: wait for a new fire vs credit history
Many journey engines only release a delay-until-event when the event fires while the contact is already in that delay—yesterday’s form usually does not count.
Reza Ahmadi
Sep 27, 2026 · 6 min read
On-Send
Channel On-Send branch vs On-Delivery branch: continue when handed to provider vs when the handset accepts
On-Send advances when handed to the provider; On-Delivery when the handset/inbox accepts—design dual-branch continuation deliberately.
Amir Hosseini
Sep 26, 2026 · 6 min read