SMS marketing for political campaigns has entered the mainstream consciousness at a quick rate in recent years. There’s been a rise in tech spending for Democratic campaigns, and digital innovation, like political texting, is likely to continue growing. 

Curious about the basics of political texting? Here are some frequently asked questions about SMS marketing for political campaigns:

1. What is SMS marketing for political campaigns? 

SMS marketing for political campaigns is a communication method in which electoral campaigns text people to increase awareness and support. Broadcast texting is one of the most commonly used forms of text marketing for political campaigns since it allows campaigns to send messages to lists of people quickly. Some campaigns may also use peer-to-peer texting to communicate with supporters, which requires a one-to-one connection between the person who sends a text and the recipient.  

An example of SMS marketing for political campaigns is the Biden campaign’s appeal for supporters to text “JOE” to 30330 to receive messages from the campaign. Supporters that texted this number received the latest updates and information from campaign staff.

2. Is it legal?

Yes, SMS marketing for political campaigns is legal. However, the Federal Communications Commission has specific guidelines and rules for political campaigns to follow. All campaigns should consult with their legal team to follow best practices for political SMS marketing.

3. Can people unsubscribe from texts? 

Yes, people can unsubscribe from political texts. Each texting platform and campaign may have different guidelines for removing contacts from their communication list, but any request to stop receiving communications should be followed. This protects people from unwanted outreach. 

For example, Impactive’s platform automatically triggers opt-outs for certain keyword replies, like STOP, UNSUBSCRIBE, CANCEL, END, or QUIT, to broadcast messages. There’s a similar standard for Impactive’s peer-to-peer messaging. 

4. Why should we use text messages for my campaign? 

Texting is one of the best ways to reach supporters for a campaign. Most text messages are read within three minutes of being sent, and they have an open rate of nearly 100%. In other words, sending texts is a highly reliable and effective way of getting information, fundraising appeals, and other important updates to supporters.

Plus, supporters can respond to these messages and have a direct line of communication for questions, concerns, and other insights that can be valuable for the campaign. 

5. What’s the best way to write a political campaign text? 

Political campaign texts contain a range of content. Campaigns can use SMS marketing to inform supporters about a candidate’s policy, request donations, and inform voters about things to know before Election day. Regardless of content direction, however, here are a few tips for the most effective SMS marketing for political campaigns:

  • Personalize the message either with details like supporter’s name, district, or state
  • Include a clear call-to-action with each message
  • Test various messaging styles, like including emojis, to see what works best for the campaign

6. How can I start sending text messages for my campaign?

Simply put, a campaign only needs three things to begin a texting campaign: a list of supporters to contact, a message to send, and a texting platform to send out messages from, like Impactive. In fact, Impactive has powered campaigns of all sizes, from state legislature campaigns to presidential campaigns. Impactive prioritizes security, efficiency, and ease of use for campaign staff and volunteers to ensure the best texting experience for all users. Organizing teams can use SMS marketing for political campaigns through the Broadcast Texting and Peer-to-Peer Texting tools.

SMS marketing is a great way for political organizing teams to communicate quickly with voters. The time leading up to an election goes by quickly — campaigns looking to be the most efficient with their time should leverage political text messaging!

Nov 9, 2021
Tools & Tech