As campaigns become more digital, the importance of peer-to-peer (P2P) texting as a political outreach tool has skyrocketed. P2P texting allows political campaigns to reach out to voters on a personal level, making it an effective tool for fundraising, voter outreach, and event turnout.

At Political Comms, we’ve successfully delivered hundreds of millions of text messages to registered voters for over 2,000 campaigns and organizations nationwide. In this blog post, we’ll cover the dos and don’ts of peer-to-peer texting for campaigns.

The Dos of Peer-to-Peer Texting for Campaigns

Personalize your messages

Personalizing your messages is crucial for P2P texting. Instead of sending a generic message to a large group of voters, use their name and any other relevant information you have to create a message that feels personal. By personalizing your messages, you increase the chances of voters responding positively and taking action.

    Stay compliant with regulations

    Political campaigns are subject to regulations, including the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act. Ensure that you’re staying compliant with these regulations by obtaining proper consent and including the necessary opt-out information in your messages. Failure to comply with these regulations can result in hefty fines.

      Use a reputable P2P texting platform

      Using a reputable P2P texting platform is essential for campaigns. A good platform should provide a user-friendly interface, high deliverability rates, and compliance with regulations. At Political Comms, we’re trusted by over 2,000 campaigns and organizations nationwide, and our platform provides all of these features and more.

      Keep your messages short and sweet

      People are more likely to read and respond to short messages, so keep your P2P texts brief and to the point. Avoid using technical jargon or complex language that may be confusing to some voters. A clear, concise message is more likely to elicit a positive response.

      Segment your audience

      Segmenting your audience is an effective way to personalize your messages further. By grouping voters based on demographics or other factors, you can tailor your messages to specific groups, increasing the chances of a positive response. For example, you could send a different message to young voters than you would to seniors. 

      Test your messages

      Testing your messages is a crucial part of any P2P texting campaign. A/B testing allows you to try out different messages to see which ones elicit the best response rates. By testing your messages, you can optimize your campaign and improve its effectiveness.

      Have a clear call-to-action

      A clear call-to-action (CTA) is essential for any political outreach effort. Your CTA should be clear and straightforward, telling voters exactly what you want them to do. For example, if you’re fundraising, your CTA might be “Donate $10 now to help our campaign win.”

      The Don’ts of Peer-to-Peer Texting for Campaigns

      Don’t send messages too frequently

      Sending messages too frequently can be annoying to voters, leading to unsubscribes and negative sentiment towards your campaign. Find a balance between frequent enough to stay top-of-mind and not too often that it becomes bothersome.

        Don’t send messages outside of appropriate hours

        Respect appropriate hours, don’t send messages too early or too late that would disturb voters. Make sure to send messages at appropriate hours based on the region or timezone.

          Don’t use deceptive tactics

          Don’t use deceptive tactics such as misleading subject lines or false claims. Be truthful and clear in your messaging to build trust with voters.

          Don’t ignore opt-out requests

          If someone asks to be opted out of your text messages, comply with their request promptly. Not complying with opt-out requests can harm your campaign’s reputation and potentially lead to legal issues.

          Don’t overlook message formatting

          Message formatting is important for readability and user experience. Ensure that your messages are properly formatted and easy to read on different devices and screen sizes.

          Don’t spam voters with irrelevant messages

          Sending irrelevant messages to voters can be seen as spam and harm your campaign’s reputation. Make sure that the messages you send are relevant and provide value to the recipient.

          Don’t ignore data and analytics

          Data and analytics are critical for understanding the effectiveness of your P2P texting campaign. Track metrics such as response rates, conversion rates, and engagement rates to optimize your messaging and improve your campaign’s performance.

          In conclusion, peer-to-peer texting is a powerful tool for political campaigns, but it’s essential to follow the dos and don’ts outlined in this article to ensure its success. Personalizing your messages, staying compliant with regulations, using a reputable platform, keeping your messages short and sweet, segmenting your audience, testing your messages, having a clear call-to-action, avoiding message frequency, following appropriate hours, avoiding deceptive tactics, honoring opt-out requests, formatting messages properly, avoiding spam, and tracking data and analytics are all essential elements of an effective P2P texting campaign. By following these best practices, you can build trust with voters, increase engagement, and ultimately win your campaign.

          Written by Hunter Lamirande

          Hunter Lamirande is a highly accomplished political consultant and entrepreneur. He is the owner at Political Comms, a successful peer-to-peer texting platform. He has worked on thousands of campaigns across the United States, helping candidates from all political parties and at all levels of government to develop effective messaging and campaign strategies.

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