- Keep content short and concise. Initial text messages are limited to 250 characters. Try to keep it to 1 or 2 sentences as shorter texts are more likely to be read and less likely to irritate recipients. Messages are split up into multiple segments if they are longer than 140 characters. This means some recipients (depending on carrier and type of phone) could get multiple (2) texts for a single message, which could be irritating and result in more opt outs. We recommend sticking to that 140 character limit in your initial message. (Your follow up message (Yes, NO, or free type response) can be another 250 characters each and can include more details). To see the number of characters and the number of segments of your message use this Messaging Segment Calculator. Note copying and pasting from third party apps such as Word might change the type of character that gets inserted into your message, please manually enter any symbol into the text after copying/pasting. For example, copying " " will double your segments thus resulting in 4 segments instead of the normal 2 segments. Clients sending messages over 2 segments will be charged double the text amount sent.
- Everything counts. You have a max character count of 250 in your initial message, so make sure every character serves a purpose. “Spaces", line breaks, and punctuation marks count (some more than others)!
- Make sure to identify who is sending the text. For example, 'Hi this is Representative X' or 'Hi this is Aaron with Rep. Y.'
- Should you personalize text messages? If it is a general public announcement we DO NOT recommend using the {FirstName} field since it will increase the number of wrong number responses; however, if the purpose of the text is to generate engagement using {FirstName} will make it feel more personal.
- It's is no longer mandatory for you to include an opt-out line. The app now inserts the opt-out language automatically for you during the send. For example, you no longer need to include “Reply STOP to opt out".
- Add clear easy to understand directions if you expect a reply. For example: "Text YES to learn more" or "To RSVP text YES".
- DO NOT include URLs/links in the initial message. Instead, use the auto reply "YES" response option to include more details and send the links to people who are engaged. URLs are red flags and can cause cell phone companies to block your message. For example instead use something like "Text YES to learn more" and include the URL in the automatic reply.
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DO NOT send links that have been shortened using shared public URL shorteners, such as free TinyUrl or Bitly links. US carrier policies strongly discourage the use of shared public URL shorteners, due to the frequency of use by spammers, scammers and other bad actors. While link shorteners like do reduce character count, the use of these public shared shorteners will result in higher risk of filtering, with no recourse if filtering does occur.
- DO NOT include a phone numbers in your initial text message. Your message comes from a system-generated number that will conflict with your contact information and may confuse your constituents. Phone numbers and website URL are encouraged in automatic replies only--not the initial message.
- Images are NOT supported in SMS text language.
- Emojis are NOT currently allowed.
- Always take advantage of the YES or NO scripts. This is a great opportunity to provide more information (up to 250 more at no cost to your office), direct people to resources, directions, dates and time, or even just direct them to your office for additional questions.
- Always check the "Automatically Send Response" checkbox. It's especially helpful automating YES and NO responses in a very large campaign.
- Make sure your content is timely and useful for your audience.
- Always send yourself a test message before sending the campaign so you can catch typos before you send--otherwise it it's too late to fix.
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