Lifecycle and offers · Spectrum Residential

Map every customer moment

From contract signup to install, first use, add-ons and renewal: connect each moment to a trigger, the right channel, and a relevant next step.

Lifecycle map

Five stages, each with a trigger

Service messages keep customers informed; marketing messages suggest a next service only when it fits. Every trigger needs the data listed for its stage.

Select a stage for channels and the data it needs. All triggers are proposed; none are configured or running.

Stages 1–4 · New-customer welcome

One welcome journey, branched by what was bought

Email and text work in two lanes. A click without an order earns one text follow-up; no click means no extra send.

Reported in prep· EV-1023Proposed

Email lane

Text (SMS / RCS) lane

Contract signed
Order completed with Internet. Entry: once per new order.
Email
Welcome and what happens next
Service
What was ordered, and the install appointment to come.
Right after signup
Text (SMS / RCS)
Install appointment confirmed
Service
Short, timely update with a link to manage it.
When scheduled or shipped
Until install is complete
Email
Getting started
Service
WiFi setup, the Spectrum app, and where to get help.
When activated
Is the service in use after an agreed window?
- Active
  Continue to add-ons after the agreed wait.
- Not active yet
  Text offers setup help (service message).
- Cancelled
  Exit welcome; retention stage decides.
Agreed wait before any add-on
Timing to agree with Spectrum; not set here.
Email
Add-on suggestion
Marketing
Picked by what was bought (see the right). Needs marketing email permission, verified eligibility and an approved offer.
After the add-on email
- Ordered the add-on
  Exit, and start onboarding for the new service.
- Clicked, no order
  One text follow-up, if marketing text permission exists and today's slot is free.
- No click
  No extra send. The next lifecycle stage continues.
Text (SMS / RCS)
Follow-up text
Marketing
Picks up where the click left off, with a link back to the add-on details. One mobile attempt.
Exit to the retention stage
Clicks, not opens, drive the follow-up.

Add-on ideas · Bought Internet

Faster speed (e.g. Internet 1 Gig)
Cannot determine
Needs: Current tier and availability at the address verified. Offer pending.
TV / streaming add-on
Cannot determine
Needs: Declared interest; existing entitlements checked. Offer pending.
Add a Spectrum Mobile line
Cannot determine
Needs: No Mobile line on record and offer eligibility verified. Offer pending.

Only one add-on is suggested per window, chosen by the priority order on the plan page.

Subject: One more way to get more from Spectrum

Settled in? Here's what fits next

Your Spectrum Internet is up and running. Here's one way to get more from it: {{approved_service_label}}.

See details

Offer pending. Sent only with verified eligibility and marketing permission.

You're receiving this because you asked for updates from Spectrum.

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Concept creativeStyled from spectrum.com · not an approved Spectrum template

Footer wording: Draft wording · needs Spectrum legal approval

This journey is a proposed design for discussion. It is not configured or running.

Stage 4 · Add-ons

Make the next offer relevant

Use service interest and eligibility to decide who should hear from Spectrum, what to say, and when.

Audience decision matrix

Six proposed scenarios

Open a scenario to see signals, known and unknown attributes, rules, copy, timing, data and test design.

Audience decision matrix
Scenario	Audience rule	Eligibility	Exclusion	Channel	Calendar placement
1. Prospect interested in Internet Declared interest or started availability check	Declared Internet interest AND not a known Internet customer	Serviceability verified before any acquisition offer	Existing Internet customers; recent orders; active recovery	Email first; SMS where permitted	CAM-02 education; CAM-05 / CAM-07 seasonal (offer pending)
2. Existing Internet customer without Mobile Current service on record	Known Internet customer AND no Mobile line on record	Approved Mobile offer eligibility verified	Existing Mobile lines; unknown eligibility; recent orders	Email	CAM-04
3. Internet customer eligible for a faster tier Current tier on record	Known Internet customer AND verified upgrade eligibility	Faster tier actually available at the address	Top available tier; unknown eligibility; recent orders	Email + RCS (SMS fallback) — one mobile attempt	CAM-03
4. Customer considering TV/streaming Declared TV/streaming interest	Declared TV/streaming interest	Existing entitlements checked first	Already entitled; no declared interest	Email	Not yet placed — expansion concept
5. Incomplete eligible bundle order Qualifying incomplete checkout	Active recovery journey	Pre-send recovery checks	Competing acquisition campaigns suppressed	Per recovery experiment arm	Cart recovery tab (journey, not calendar)
6. Recently completed order / new customer Completed order	Recent completed order	Onboarding eligibility	Same acquisition offer suppressed	Email (service messages stay separate)	Suppressed from CAM-05 / CAM-07

Audience builder and simulator

Four checks before any message

Missing eligibility produces “Cannot determine” — never an invented offer. Personas are fictional scenarios, not customer records.

1
Interest signal
Declared or consented shopping signal. Never inferred from viewing or sensitive traits.
2
Current service and eligibility
Verify current service and offer eligibility. Interest never stands in for ownership.
3
Priority and frequency
Recovery and onboarding priority; proposed one promotional mobile contact per day.
4
Approved message
Only approved offers. Personalize content, never price.

Scenario persona (fictional)

Simulation date

Elena S.

Fictional scenario

Gave contact details during a Cable/Internet checkout on spectrum.com on November 29 and did not complete. Her one recovery reminder uses that day's promotional mobile slot.

Identity: Unauthenticated visitor
Declared interest: Internet
Internet on record: Not known
Mobile on record: Unknown
Serviceability: Not verified
Offer eligibility: Not verified
Email permission: Granted (scenario)
Mobile permission: Granted (scenario)
RCS reachability: Unknown

Recovery reminder takes priority; a same-day promotional mobile campaign is deferred.
Active recovery suppresses competing acquisition offers.

Recovery wins today's mobile slot

The cart recovery reminder uses the November 29 promotional mobile slot. Deferred: Relevant weekend follow-up (SMS).

Cart recovery reminder (journey)

Eligible

Eligible in this scenario; journey is proposed, not active.

Interest signal
Pass
Qualifying incomplete Cable/Internet checkout (contact details provided).
Current service and eligibility
Note
Scenario assumes pre-send checks pass (permission, no completed order, valid resume link). Real checks need validation.
Priority and frequency
Note
Recovery reminder takes priority and uses today's promotional mobile slot.
Approved message
Note
Concept creative: abandoned-checkout wording (does not claim a saved cart).

Internet acquisition offer

Excluded

Active cart recovery takes priority; the competing acquisition offer is suppressed.

Interest signal
Pass
Declared Internet interest (consented shopping/sign-up signal).
Current service and eligibility
Unknown
Serviceability and approved offer eligibility are not verified. An availability check started is interest, not verification.
Priority and frequency
Stops here
Active cart recovery takes priority; the competing acquisition offer is suppressed.
Approved message
Note
Offer pending — only an approved offer can be selected. Content can be personalized; price cannot be changed.

Speed-upgrade invitation

Excluded

No verified current Internet service, so an upgrade invitation does not apply.

Interest signal
Stops here
No verified current Internet service, so an upgrade invitation does not apply.
Current service and eligibility
Unknown
Faster-tier availability and upgrade eligibility are not verified.
Priority and frequency
Note
The recovery reminder holds today's mobile slot. Any promotional mobile message moves to another day; email is tracked separately.
Approved message
Note
Offer pending — only an approved offer can be selected. Content can be personalized; price cannot be changed.

Spectrum Mobile cross-sell

Excluded

Cross-sell requires a known Internet customer.

Interest signal
Stops here
Cross-sell requires a known Internet customer.
Current service and eligibility
Unknown
Mobile offer eligibility is not verified.
Priority and frequency
Note
The recovery reminder holds today's mobile slot. Any promotional mobile message moves to another day; email is tracked separately.
Approved message
Note
Offer pending — only an approved offer can be selected. Content can be personalized; price cannot be changed.

TV/streaming package information

Excluded

No declared TV/streaming interest. Viewing behavior is never used to infer interest.

Interest signal
Stops here
No declared TV/streaming interest. Viewing behavior is never used to infer interest.
Current service and eligibility
Unknown
Existing entitlements not checked.
Priority and frequency
Note
The recovery reminder holds today's mobile slot. Any promotional mobile message moves to another day; email is tracked separately.
Approved message
Note
Package information only; no offer selected.

Proposed

Channel previews

Two scenarios, and why recovery wins an overlap

Scenario 1 · Internet prospect (education, no offer)

Subject: How much Internet speed does your home need?

Find the right speed for your home

Internet 500 suits 3–5 people streaming, working and gaming. Internet 1 Gig adds room for 5+ people with WiFi included.

No contracts
No data caps
Free modem

Check availability

Availability varies by address. No offer selected.

You're receiving this because you asked for updates from Spectrum.

Manage preferencesUnsubscribePrivacy Policy

Concept creativeStyled from spectrum.com · not an approved Spectrum template

Footer wording: Draft wording · needs Spectrum legal approval

Scenario 3 · Verified upgrade-eligible customer

SpectrumRCS (SMS fallback)

Image area · requires approved asset

More speed for every screen

{{approved_service_label}} is available at your home. WiFi included. No data caps.

See upgrade details

Concept creativeSent only when eligibility is verified; offer pending

Overlap example · Elena S., Sunday, November 29

Abandoned-checkout reminder — coordinated email + RCS (one mobile attempt). Uses today's mobile slot.
Relevant weekend follow-up (SMS) — matches the audience, but deferred by the contact policy.
Cyber Monday reminder (Nov 30) — excluded: active recovery suppresses competing acquisition offers.

Recovery is closest to the customer's own intent, so it takes priority over a same-day promotional mobile campaign.

Conditional ideas

Personalize content, not price

Early notification (conditional)

Proposed

Early notification of an approved offer for an eligible audience improves engagement. Runs only if a real approved offer and eligibility rule exist.

AEarly notification to eligible subscribers
BStandard timing

Primary metric: Order completion vs. control
Guardrail: Opt-out rate
Allocation: Unset — pending eligible population and consent coverage

No loyalty tier, membership or exclusivity is implied.

Prioritized roadmap

Proposed next steps

Proposed next step 1
Improve campaign relevance and measurement
Selective audiences, holdouts and clear metric definitions on the existing campaign program.
Proposed next step 2
Add validated triggers
Cable/Internet cart recovery, then the new-customer welcome, once events, completion suppression and resume links pass validation.
Proposed next step 3
Expand across the lifecycle
Add-ons, retention and winback; Mobile and TV/streaming journeys; RCS and app push where access and permissions are confirmed. No committed dates.