TL;DR
I led the end-to-end content strategy to drive action across our entire user base when a new telecom policy required all customers to register their business phone numbers by December 1, 2024, or risk losing text messaging capabilities. I crafted and coordinated a multi-channel messaging campaign (email, SMS, in-app notifications, and banners), tailoring content by user role and escalating urgency over time. This resulted in 98.3% of accounts submitted registration by the deadline, with nearly 90% receiving carrier approval. This project demonstrates my ability to distill complex policy requirements into clear, actionable content at scale, delivering real business outcomes under tight timelines.
—Role
Content Designer
Information Architect
— Timeline
Q4 2024
— Tools
Google Docs
SendGrid
Challenge
A new policy in the telecommunications space was going into effect on December 1st, 2024, requiring all of our accounts to complete registration, known as 10DLC Registration, to continue being able to send text messages from their provided phone numbers. Failing to register would cause the telecommunication carriers to block all outgoing traffic for that account phone number.
Solution
Create a multi-channel messaging campaign to alert all users to these upcoming requirements and inform them of what they needed to do to succeed.
Background
- Target User(s): This project targeted all of our users, as every account and phone number needed to complete 10DLC registration. They needed multiple reminders with clear instructions for where to go and what to do.
- Business Goals: The goal was to have all, or as close to all as we could achieve, accounts successfully complete 10DLC registration before the December 1st deadline.
Process
- Initial Research & Discovery: I started by meeting with the VP of Customer Support to understand all facets of the registration process and timeline for this campaign. I then took inventory of all of the tools we had to contact our users and account administrators.
- Content Strategy & Planning: I developed a strategy based on notes from our VP of Customer Support that entailed utilizing four different methods of customer contact. These methods included email notifications, text notifications, in-product notifications, and an in-product banner. Each of these four methods had two separate versions, one for account administrators who could complete 10DLC registration, and another version for all other types of users to notify their account administrators of this upcoming requirement. I created a plan for four different batches of notifications, going out at different times with increasing urgency.
- Collaboration & Iteration: I presented my drafts to the VP of Customer Support and members of the Customer Success team. I went through two rounds of edits and inclusion of comments from these team members before we began the campaign.
Product
You can view the original file here or scroll through the gallery below.
- Emails: I started with outlining the email information, including tone of voice and overall architecture. I wanted to start by highlighting the reason for the email and the deadline so it was immediately clear what was happening and when. I then included simple steps to complete registration and finished by providing contact information for our Success team if the user had any issues or questions. The first two emails were only sent to account administrators, while the last two emails had two versions. One for account administrators and the other for all other users within that account. This was due to the increased urgency if an account still hadn’t registered and to make sure if we weren’t reaching the account administrator, someone within their organization would be able to relay the message.
- Text Messages: I then began outlining the text message information, which was trickier with a hard limit of 160 characters. We are a business text messaging company, and it is the main way our users communicate with us and their contacts. These messages were intended to be quick and action-oriented to get their attention and not be skimmed over. These messages were sent to all users in the account.
- In-app Notification: Using the software Userlane, I created a blinking notification called a “beacon” to get the attention of all users actively using our application. This beacon appeared in the messaging queue page, which is our main page utilized by 99% of our users daily.
- In-app Banner: Finally, the last notification content was a banner that ran across the top of our application with two different versions; one for administrators and one for all other users. These banners served as short warnings and included a link on the administrator version to the 10DLC registration page within our application.
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Results
As a result of this campaign, by December 2nd, 98.3% of our accounts had successfully submitted their 10DLC registration and 89.8% had received approval from our telecommunication carriers. We saw the largest completion of 10DLC registration forms in the week after the third batch of notifications and the smallest completion percentage in the week after the fourth batch.
Based on completion rates and timing, it appears users were split in how they responded. The first batch of notifications had the second-lowest completion rate, suggesting that while some users acted quickly to register and get it out of the way, most ignored the initial warning. The highest engagement came with the third batch, which coincided with expanding our emails beyond administrators. This suggests that involving the entire account in important notifications may help accelerate task completion in the future.