1Proposed
Offer-update invitation
“Get updates on Spectrum offers.”
- Placement
- Inline on an eligible deals or service page
- Value exchange
- Updates on Spectrum offers. Early access only if a real, approved benefit exists.
Campaign and growth plan · Spectrum Residential
More relevant moments to connect
Build a Spectrum campaign plan around customer intent, service eligibility, and the channels that work together.
A · What informs the plan
From what we heard to what we'll measure
Every recommendation connects to a known need from preparation, or is labeled as a hypothesis.
| Theme | What we heard | What we propose | What we will measure |
|---|---|---|---|
| Faster follow-up | Cart follow-up reportedly passes through the marketing database and takes roughly two days. Reported in prep· EV-1020 | A website-triggered recovery journey with a validated wait (about one hour in the October 15 draft). Proposed | Time from qualifying event to send; incremental completed orders vs. control. |
| Flexible creative | Templates are hard to change; the team wants creative that can flex by service and moment. Reported in prep· EV-1020, EV-1007 | Modular concept creative for Internet 500, Internet 1 Gig and Internet + Mobile, with approved-offer slots. Proposed | Unique click rate by creative variant within comparable audiences. |
| Coordinated channels | Email, SMS and RCS should work together, including phone, agent and store completions. Reported in prep· EV-1020 | One contact policy across channels; recovery wins the day's mobile slot; email tracked separately. Proposed | Opt-out rate by channel and message type; total communications per persona. |
| Useful measurement | Campaign email relies on large scheduled sends with limited engagement visibility. Reported in prep· EV-1007September's email export shows a few very large batches alongside many small daily triggers. Verified account data· EV-0930 | Hypothesis: smaller, relevance-based campaigns with holdouts give the team clearer signal. Proposed | Incremental outcome vs. control; eligible reach; net subscriber growth. |
Historical · not a plan
What Spectrum sent by email in September 2026
Email (CRM, outside Attentive) · 2026-09-01 to 2026-09-30 · supplied Oct 23, 2026. SMS and RCS history are not included. Absolute volumes are left out; rates follow the export's definitions.
Email send records
361
66 programs
Send days
28
of 30 days
Batch / triggered records
62 / 299
as labeled in the export
Triggered share of volume
3.3%
batch sends carry the rest
What the export shows
- 361 email records on 28 send days: 62 batch sends on 26 days and 299 triggered sends on 27 days.
- Mobile themes carried about 74% of September email volume, led by “Mobile device upgrades and launches” (55.7%).
- Internet and WiFi was 4.9% of volume across 4 programs.
- Tuesday and Wednesday carried 171 of 361 records; 13 went out on weekends.
- Abandonment-related emails already run: “Abandon Mobile Trigger”, “Abandoned Browse.net Trigger Internet”, “Abandoned Browse.net Trigger Video 8 Segments”, “SE Activation Abandon Trigger”. No Internet cart or checkout abandonment email is visible in this export.
- Triggered emails were 3.3% of volume — many small, frequent sends versus a few very large batches.
Data gaps: clicks blank on 20 of 361 records; unsubscribes blank on 143 of 361 records; bounces blank on 124 of 361 records; opens blank on 1 of 361 records. Reporting timezone: not stated.
September 2026 batch sends by day
Sun
Mon
Tue
Wed
Thu
Fri
Sat
1
+17 triggers
2
+17 triggers
3
+15 triggers
4
+17 triggers
5
+2 triggers
6
+2 triggers
7
+5 triggers
8
+15 triggers
9
+15 triggers
10
+17 triggers
11
+17 triggers
12
13
14
+11 triggers
15
+12 triggers
16
+14 triggers
17
+14 triggers
18
+13 triggers
19
+1 triggers
20
21
+12 triggers
22
+3 triggers
23
+13 triggers
24
+12 triggers
25
+14 triggers
26
+1 triggers
27
+1 triggers
28
+10 triggers
29
+16 triggers
30
+13 triggers
By theme
| Theme | Programs | Records (batch / trigger) | Share of volume | Click % | CTOR | Unsub % | Data gaps |
|---|---|---|---|---|---|---|---|
| Mobile device upgrades and launches | 16 | 141 (16 / 125) | 55.7% | 0.24% | 0.7% | 0.035% | clicks blank on 15 of 141 records; unsubscribes blank on 77 of 141 records; bounces blank on 59 of 141 records; opens blank on 1 of 141 records |
| Mobile plan and add-on offers | 16 | 94 (13 / 81) | 18.1% | 0.26% | 0.8% | 0.033% | clicks blank on 5 of 94 records; unsubscribes blank on 18 of 94 records; bounces blank on 19 of 94 records |
| TV, sports and entertainment | 8 | 9 (9 / 0) | 12.4% | 0.47% | 1.2% | 0.025% | None |
| Partner benefits and activation | 6 | 6 (6 / 0) | 8.4% | 1.75% | 4.5% | 0.031% | unsubscribes blank on 2 of 6 records |
| Internet and WiFi | 4 | 4 (2 / 2) | 4.9% | 0.52% | 1.3% | 0.035% | unsubscribes blank on 2 of 4 records |
| Welcome and onboarding | 2 | 37 (16 / 21) | 0.3% | 7.27% | 15.0% | 0.128% | unsubscribes blank on 14 of 37 records; bounces blank on 6 of 37 records |
| Abandonment follow-up | 4 | 70 (0 / 70) | 0.2% | 1.25% | 3.1% | 0.040% | unsubscribes blank on 30 of 70 records; bounces blank on 40 of 70 records |
Metric definitions
- Open %
- Opens ÷ volume, as calculated in the export. Inflated by automated (privacy-protected) opens; not used to rank.
- Click %
- Clicks ÷ volume. Whether clicks are unique is not stated.
- CTOR
- Clicks ÷ opens.
- Unsub %
- Unsubscribes ÷ volume. Campaign unsubscribes are never used as journey evidence.
- Bounce %
- Bounces ÷ (volume + bounces) in the export, which suggests “volume” counts delivered emails — to confirm.
- Share of volume
- Program volume ÷ total September email volume. Absolute volumes are not shown.
- Theme and service
- The studio's proposed grouping of campaign names, not Spectrum's taxonomy.
Historical · not a plan
What Spectrum sent by text in September 2026
Text (RCS with SMS fallback, and SMS) · Attentive · 2026-09-01 to 2026-09-30 · checked Oct 23, 2026. Spectrum Residential campaigns only. Spectrum Business campaigns and automated journey messages are excluded. Absolute volumes are left out.
Campaign messages
32
each sent to its own segment
Send days
15
of 30 days, mostly Tue–Thu
Click rate
4.4%
clicks ÷ delivered, all campaigns
Unsubscribe rate
0.13%
unsubscribes ÷ delivered
What the account shows
- 32 Residential campaign messages on 15 send days, often several targeted messages on the same day.
- “Mobile devices and plans” carried 52% of delivered texts.
- Internet acquisition offers had the lowest click rate (0.6%) and the highest unsubscribe rate (0.51%); speed-upgrade texts to existing customers clicked at 4.3%.
- Attentive's frequency limit held back about 4 texts for every 100 delivered.
- Campaigns went out as RCS with an SMS fallback. No cart or browse abandonment journey is live.
By theme
| Theme | Messages | Share of delivered | Click % | Unsub % |
|---|---|---|---|---|
| Mobile devices and plans | 14 · 8 days | 51.6% | 5.39% | 0.11% |
| TV and streaming | 9 · 6 days | 28.6% | 3.19% | 0.12% |
| Internet speed upgrades | 2 · 1 day | 12.3% | 4.30% | 0.12% |
| Internet acquisition offers | 5 · 3 days | 4.1% | 0.55% | 0.51% |
| Partner perks | 2 · 2 days | 3.4% | 3.65% | 0.16% |
Two distinct opportunities
- Initial website-triggered work
- Cable/Internet cart recovery on spectrum.com — see the Cart recovery tab.
- Broader campaign opportunity
- Better audience relevance, campaign agility, measurement and channel coordination. Campaign email in Attentive is not assumed live.
B · Sign-up and preference concepts
Eight ways to invite the right updates
No discounts, guaranteed availability, exclusivity, membership or invented incentives. Frequency, display delay and suppression are configurable proposals.
2Proposed
Returning-visitor flyout
“Welcome back. Want updates on the Spectrum services you've been looking at?”
- Placement
- Low-friction corner flyout on a return visit
- Value exchange
- Relevant service updates
3Proposed
Service-interest unit
“Which service would you like updates on? Internet · Mobile · TV and streaming”
- Placement
- Inline module on Internet, Mobile or TV/streaming pages
- Value exchange
- Updates on the service they choose
4Proposed
Checkout help / save and resume
“Need to finish later? Email yourself a link to pick up where you left off.”
- Placement
- Unobtrusive link within the checkout flow
- Value exchange
- A requested link to resume their order
5Proposed
Store and assisted-sales Text-to-Join / QR
“Text {{KEYWORD}} to {{SHORT_CODE}} for Spectrum updates.”
- Placement
- In-store signage or agent-shared QR code
- Value exchange
- Service updates by text
6Proposed
Preference-led acquisition unit
“Which Spectrum updates would be useful to you?”
- Placement
- Homepage or offers hub, inline
- Value exchange
- Updates tailored to what they choose
7Proposed
Approved-offer deadline banner
“{{approved_offer_headline}} · Ends {{approved_expiration_date}}”
- Placement
- Slim site-wide banner
- Value exchange
- Awareness of an approved offer's real end date
8Proposed
Post-promotion preference follow-up
“Choose the Spectrum updates you want.”
- Placement
- Email to recent sign-ups after the seasonal window
- Value exchange
- Control over which updates they receive
Spectrum creative
Three concept directions
Internet 500, Internet 1 Gig, and Internet paired with Spectrum Mobile. No prices, deadlines or incentives — those need approved offers. Availability varies by address.
Proposed
Internet 500 — room for the whole household
Speed matched to a busy home: several streams, work from home and gaming at once.
Audience: Prospects with declared Internet interest (3–5 person households)
- No contracts
- No data caps
- Free modem
Subject: Internet that keeps up with everyone at home
Streams, calls and games — all at once
Spectrum Internet 500 is built for 3–5 people: multiple streams, working from home and gaming at the same time.
- No contracts
- No data caps
- Free modem
Availability varies by address. Offer and legal copy require approval.
You're receiving this because you asked for updates from Spectrum.
Manage preferencesUnsubscribePrivacy Policy
Footer wording: Draft wording · needs Spectrum legal approval
SpectrumSMS
Spectrum: Internet 500 handles streaming, video calls and gaming at once. No contracts, no data caps. Check your address: {{internet_plans_page}} Msg & data rates may apply. Reply STOP to opt out.
Opt-out wording: Draft wording · needs Spectrum legal approval
Proposed
Internet 1 Gig — WiFi included
For connected homes: 4K on every screen, lag-free gaming and smart-home devices, with WiFi included.
Audience: Verified upgrade-eligible customers, or prospects choosing a higher tier
- No contracts
- No data caps
- Free modem
- WiFi included
Subject: 4K on every screen, WiFi included
Gig speed for a fully connected home
Spectrum Internet 1 Gig is made for 5+ people and lots of devices — with WiFi included.
- No contracts
- No data caps
- Free modem
- WiFi included
Availability varies by address. Offer and legal copy require approval.
You're receiving this because you asked for updates from Spectrum.
Manage preferencesUnsubscribePrivacy Policy
Footer wording: Draft wording · needs Spectrum legal approval
SpectrumRCS (SMS fallback)
Image area · requires approved assetSpectrum Internet 1 Gig
4K on every screen and lag-free gaming. WiFi included. No data caps.
Check availabilityCompare speeds
ProposedOffer pending
Internet + Spectrum Mobile
Pair Spectrum Mobile with home Internet. Public site mentions a Mobile offer for qualifying Internet customers — offer pending for this plan.
Audience: Verified-eligible Internet customers with no Mobile line on record
- No contracts
- No data caps
- Free modem
Subject: Add Spectrum Mobile to your Internet
Your Internet and Mobile, together
Pair Spectrum Mobile with the Internet you already have. {{approved_offer_summary}}
- No contracts
- No data caps
- Free modem
Availability varies by address. Offer and legal copy require approval.
You're receiving this because you asked for updates from Spectrum.
Manage preferencesUnsubscribePrivacy Policy
Footer wording: Draft wording · needs Spectrum legal approval
SpectrumSMS
Spectrum: Pair Spectrum Mobile with your Internet. {{approved_offer_summary}} {{mobile_offer_page}} Msg & data rates may apply. Reply STOP to opt out.
Opt-out wording: Draft wording · needs Spectrum legal approval
C · Interactive campaign calendar
Proposed campaigns, November 2026
Eight proposed candidates across November 20 – December 6. Dates are editable planning placeholders. Product-interest campaigns are selective — not every row goes to every customer. Recovery belongs to the cart journey, not the calendar.
Proposed
7 rows in this view · 8 proposed in total · 5 with email · 5 with a mobile message · 5 offer pending
Sun
Mon
Tue
Wed
Thu
Fri
Sat
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27Black Friday
28
29
30Cyber Monday
Shaded days fall within the November 20 – December 6 seasonal window.
Audience exposure by scenario persona
Proposed sends for three fictional personas. Recovery reminders take the day's mobile slot and conflicting campaign mobile messages are deferred. Email is tracked separately. RCS with SMS fallback is one mobile attempt.
Proposed
Proposed near-term planning hypothesis. Any change requires review. Not Spectrum's current policy.
Elena S.
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.
| Date | Message | Audience result | Mobile | Day total (mobile / email) | |
|---|---|---|---|---|---|
| Fri, Nov 20 | Seasonal offer preview Campaign · CAM-01 | Eligible Meets audience rule and required checks. | SMS · send | Email · send | 1 / 1 |
| Tue, Nov 24 | Internet service education Campaign · CAM-02 | Eligible Meets audience rule and required checks. | — | Email · send | 0 / 1 |
Eligible speed-upgrade invitation Campaign · CAM-03 | Excluded Does not meet inclusion rule: needs known existing Internet customer. | — | — | ||
| Wed, Nov 25 | Eligible Mobile cross-sell Campaign · CAM-04 | Excluded Does not meet inclusion rule: needs known existing Internet customer, no Mobile line on record. | — | — | 0 / 0 |
| Fri, Nov 27 | Approved Black Friday offer Campaign · CAM-05 | Cannot determine Unknown: Verified serviceability at address, Approved acquisition-offer eligibility. No offer is assumed. | — | — | 0 / 0 |
| Sun, Nov 29 | Abandoned-checkout recovery reminder Triggered journey | Eligible Recovery reminder (scenario). Takes priority for today's promotional mobile slot. | RCS (SMS fallback) · send RCS if reachable, otherwise SMS fallback — one mobile attempt, never both. | Email · send | 1 / 1 |
Relevant weekend follow-up Campaign · CAM-06 | Eligible Audience match; mobile message deferred by contact policy. | SMS · deferred Deferred: today's promotional mobile limit (1) is already used by the recovery reminder. Needs a new date. | — | ||
| Mon, Nov 30 | Approved Cyber Monday reminder Campaign · CAM-07 | Excluded Excluded: active recovery journey. | — | — | 0 / 0 |
| Thu, Dec 3 | Post-event preference follow-up Campaign · CAM-08 | Eligible Meets audience rule and required checks. | — | Email · send | 0 / 1 |
Frequency limit · priority
When five sends land on one day
One fictional customer qualifies for five proposed sends on the same day. The daily text limit decides how many texts go; the priority order decides which. Reorder the list to see the result change.
Reported in prep· EV-1023Proposed
Priority order (proposed)
- 1
Triggered journey in progress
Closest to something the customer just did, such as an unfinished order.
- 2
Approved offer with a real end date
Time-bound, but only once the offer and date are approved.
- 3
Eligible upgrade or add-on
Relevant only after current services and eligibility are verified.
- 4
Service education
Helpful, but can wait a day without losing value.
- 5
Follow-up and preferences
Lowest urgency; easy to move.
Daily text limit: 1 (set above, in the exposure view). Service messages such as install updates don't use this limit.
| # | Send | Channels | Result |
|---|---|---|---|
| 1 | Cart recovery reminder Journey · Triggered journey in progress | Email + RCS (SMS fallback) | Gets the text slot Takes text slot 1 of 1. |
| 2 | Approved Black Friday offer Campaign · Approved offer with a real end date | Email + SMS | Email only Today's text limit is used by a higher priority; the email still goes. |
| 3 | Faster-speed invitation Campaign · Eligible upgrade or add-on | RCS (SMS fallback) | Moves to another day Text only and today's limit is used; needs another day. |
| 4 | Add a Mobile line Campaign · Eligible upgrade or add-on | SMS | Moves to another day Text only and today's limit is used; needs another day. |
| 5 | Internet service education Campaign · Service education | Email + SMS | Email only Today's text limit is used by a higher priority; the email still goes. |
Instead of 5 texts: 1 text, 3 emails, and 2 sends moved to another day.
Works together with journey entry settings
The daily limit covers campaigns and journeys together. Each journey also has its own entry setting — how often one person can start it again — for example once per order for the welcome journey, or once per qualifying cart for recovery. The actual account settings still need to be checked.
Illustrative: dates moved onto one day to show the rule. Email has no proposed daily limit yet.
D · Experiments and measurement
Test what matters, measure what's incremental
Campaigns and journeys are measured separately. Campaign opt-out metrics are never used as proof of journey performance. SMS open rate is not a KPI.
Value proposition
Clear service benefits outperform generic offer language.
- AHousehold-fit framing
- BActivity framing
- CHoldout
- Primary metric
- Sign-up rate
- Guardrail
- Opt-out rate
- Allocation
- Unset — pending eligible population and consent coverage
Unit format
An inline unit converts without hurting page experience.
- AInline
- BFlyout
- CNo unit
- Primary metric
- Sign-up rate
- Guardrail
- Page exit rate
- Allocation
- Unset — pending eligible population and consent coverage
Relevance
Interest- and eligibility-based audiences beat broad sends.
- ASelective audience
- BBroad audience
- Primary metric
- Unique click rate
- Guardrail
- Opt-out rate by channel
- Allocation
- Unset — pending eligible population and consent coverage
Channel
Email plus a permitted mobile message lifts completion vs. email alone.
- AEmail only
- BEmail + SMS or RCS (one attempt)
- Primary metric
- Order completion vs. control
- Guardrail
- Mobile opt-out rate
- Allocation
- Unset — pending eligible population and consent coverage
Timing
Send time within permitted windows changes engagement.
- ALate morning
- BEarly afternoon
- Primary metric
- Unique click rate
- Guardrail
- Complaints
- Allocation
- Unset — windows come from validated account settings
Metric definitions
Needs validation· EV-PENDING| Metric | Definition | Denominator | Attribution window | Reporting period | Value |
|---|---|---|---|---|---|
| Sign-up rate | New consented subscribers ÷ unique visitors shown the unit | Unique visitors shown the unit | Same session | To be set | Not yet available Not retrieved yet: account evidence is pending. |
| Eligible reach | Subscribers meeting audience + eligibility rules with a permitted channel | Count (no denominator) | n/a | To be set | Not yet available Requires consent coverage and eligibility attributes. |
| Unique click rate | Unique recipients who clicked ÷ delivered recipients | Delivered recipients | 7 days from send | To be set | Not yet available Not retrieved yet: account evidence is pending. |
| Order completion | Recipients with a completed order (any channel) ÷ delivered recipients | Delivered recipients | To be agreed (e.g. 7 days) | To be set | Not yet available Needs cross-channel completion data. |
| Net subscriber growth | New subscribers − opt-outs, by channel | Count per reporting period | n/a | To be set | Not yet available Not retrieved yet: account evidence is pending. |
| Opt-out rate by channel and message type | Opt-outs ÷ delivered, split by channel and campaign vs. journey | Delivered messages of that type | 48 hours from send | To be set | Not yet available Campaign opt-outs never stand in for journey performance. |
| Incremental outcome vs. control | Treatment completion rate − holdout completion rate | Randomized eligible population per arm | Matches test design | To be set | Not yet available Requires a randomized control. |