Revitalizing a seasoned SMS list with a thorough data audit
Identifying segments in your audience starts with a thorough understanding of your database.
3 min read | Illustration by Elizabeth Builes
The National Domestic Workers Alliance is an advocacy group that promotes the rights of domestic workers in the United States. They are affiliated to 63 organizations across the country and have thousands of individual members. Before working with Banter, the NDWA was struggling to create an engaging and converting SMS strategy. The program had been through several different owners and institutional knowledge was lost along the way.
Their text-message program had been tacked-on as an afterthought to their email program, giving the channel a shaky and messy start.
Problem
There was no one driving the bus
The health and effectiveness of the NDWA’s SMS program was threatened by their size because the platform was being used by multiple teams, each organizing their data in their own ways.
The Digital Teams felt pretty lost in how best to tackle our data clean-up and organization. Similarly, the supporter team felt lost and in desperate need of guidance in developing a winning SMS strategy.”
— Regan Rinoa, Digital Director
Solution
An organization-wide audit and data clean-up
With competing priorities, there was no one internally to take ownership of a organization-wide database cleanup. Banter messaging stepped in to support the NDWA’s team by performing an audit that would identify what data to eliminate, keep, or consolidate. A strong foundation of clean and usable data was established based on each and every team’s needs.
The audit report included a subscriber analysis, list of active and inactive keywords, detailed recommendations on new and useful list segmentations based on used data.
Costly Spanish language messages were not reaching the correct audience, and many people who wanted Spanish language messages weren't getting them. Fixing and standardizing the data for fifteen thousand users led to drastically higher Spanish response rates, fewer unsubscribes and better ROI.
Campaign results were analyized to develop recommendations for future messaging and audience segmentation, and the team was trained on underutilized Mobile Commons features that would allow them to connect more personally with their audience via text message marketing.
Result
A more efficient and cost-effective SMS program
By cleaning up their database, the team at NDWA was able to increase the ROI of their text message program, all while carving out more room for campaign experimentation with various features.
With Lloyd’s help, we were able to create better list segmentation and more cost effective messages—allowing us, for the first time in several years, to avoid costly overage charges from Mobile Commons.”
— Regan Rinoa, Digital Director