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Introduction
Are you a candidate or member of a political party looking for an effective method of communication during an election? Then SMS may be the ideal solution for you!
The use of SMS in the context of a political campaign is an approach that enables you to share your message, your program and your invitations to vote quickly and in a targeted way. It can be used for any type of election - be it European, legislative, presidential or regional. SMS offers a unique opportunity to boost your support base, persuade the undecided and increase voter turnout.
⚠️ Please note, however, that there are specific rules in each country for this type of message.
Follow the guide to effectively deploy SMS for your political campaign, discover the best practices to adopt and make SMS a major asset for the election.
The strategic importance of SMS in a political campaign
SMS offers a number of advantages for positioning yourself in elections. Let's find out why SMS is revolutionizing mobilization.
During the European elections in June 2024, operators received numerous complaints about receiving unsolicited SMS A2P.
For the upcoming elections, aggregators such as smsmode© must therefore provide a declaration form for requests referring to political leaders or parties.
Immediacy and reach
SMS offers you the ability to transmit information immediately to all mobiles, without the need for an Internet connection or dedicated application. As a result, they reach a wide audience and boast an impressive 95% open rate, ensuring wide visibility for messages sent.
Personalization and commitment
Sending SMS during elections is subject to the rules of SMS marketing. SMS offers the candidates on your list a deeply personalized and engaging communication channel . Thanks to targeted messages, using elements such as the recipients' first name or locality, it creates a sense of proximity and trust. This approach encourages interaction in marketing, whether by replying to a message, clicking on a link, or visiting a website. For elections, this strategy will boost voter engagement and participation.
SMS versus other communication channels
SMS offers a unique blend of efficiency and cost-effectiveness. It far surpasses e-mail in terms of open rate, the latter reaching a ceiling of around 20% and being frequently sent as spam.
It is also a more affordable solution than telephone calls, which require a greater investment in time and human resources.
Finally, in the face of leafleting, often perceived as intrusive or polluting, and billposting, regularly neglected or vandalized, SMS demonstrates a capacity for innovation in political engagement.
How to effectively integrate SMS into your campaign strategy
The effective integration of SMS marketing for elections requires a certain finesse and knowledge of the rules. It's not simply a matter of sending out massive numbers of messages, but rather of following the principles and best practices to maximize impact and avoid missteps.
Build a legal contact database
To begin with, it's crucial to create a database of consenting, qualified contacts. Sending SMS without prior consent can lead to sanctions by the CNIL in France.
It's essential to obtain voters' consent (Opt-in), whether via your website, your social networks, at events or in the field. Always offer the possibility of unsubscribing easily, by adding the "STOP" option to your SMS.
💡 Another good practice is to make a "double opt-in" by sending a first SMS to warn that a political communication is going to be sent and offer the possibility of not receiving it by sending STOP.
Create relevant and captivating messages
Write SMS that speaks to your audience, in line with your objective and the image you want to convey of your list and your candidates. Adapt your tone, vocabulary and content to the profile of your voters. Be direct, concise and engaging, using simple wording, facts and figures, questions and calls to action.
Personalizing SMS messages (name, city, etc.) can considerably increase impact. Don't hesitate to include links to your website, social networks or video content to enrich your message.
Plan your SMS mailings for maximum impact
Choosing the ideal time to send your SMS is essential. Select a period when your messages are most likely to be read and appreciated, taking into account the recipient's availability, state of mind, proximity to the elections and current events. Make sure you manage the frequency and volume of mailings to avoid tiring or irritating recipients.
Use planning and segmentation tools to fine-tune your campaigns SMS campaigns and increase their effectiveness.
Measure effectiveness and adjust strategy in real time
Regularly evaluate the reach and impact of your mailings by analyzing key indicators(KPIs from SMS) such as open, click, response, unsubscribe and conversion rates.
Take advantage of the SMS response option to gather feedback from voters on their perception, satisfaction or voting intention. Then adapt your approach based on this feedback to continually optimize your strategy.
Mistakes to avoid when sending SMS in politics
Despite their effectiveness, SMS can become counter-productive if not used wisely. Here's what to avoid:
- Ignore legal and ethical rules. It is imperative to comply with CNIL and electoral code guidelines on the use of personal data and electoral communication. Respect voters' privacy and preferences by asking for their consent, allowing them to unsubscribe, and avoiding spam or harassment.
- Neglecting to adapt the message to the context and target audience. Take into account the timing, location, profile and expectations of voters to send relevant, adapted and personalized messages. Avoid long, complex, aggressive or negative content that could damage your image.
- Forget about measuring the impact and effectiveness of SMS. Analyze the performance of your campaigns using indicators such as open, click, response and unsubscribe rates. Collect and use constituent feedback to adjust your content, targets and strategies.
Conclusion
Now that you've discovered why SMS is an asset in your electoral communications arsenal, learned how to integrate it strategically and the best practices to adopt, it's time to put SMS to work for your election campaign. Don't hesitate to contact us for personalized support and a proposal tailored precisely to your needs.
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