Political SMS Marketing: Reaching Voters Directly

In the fast-moving world of modern campaigns, candidates need more than yard signs and postcards to win over voters. They need direct, reliable, and personal communication. That’s where political SMS marketing comes in.

SMS marketing, or Short Message Service marketing, is one of the most effective tools in your campaign toolkit. It puts your message straight into voters’ hands, literally. Whether you’re sending campaign updates, voting reminders, or fundraising asks, a well-timed text message can build name recognition, boost turnout, and keep your supporters engaged.

This guide will show you how political SMS marketing works, how to set it up, and how to stay compliant with new 2025 regulations. 

What Is Political SMS Marketing?

Political SMS marketing refers to the use of text messaging to reach, inform, and mobilize voters. Most messages are sent via SMS, which are short, text-only messages up to 160 characters. Some campaigns also use MMS (Multimedia Messaging Service), which supports images, video, or audio.

Here’s the difference:

• SMS: Fast, low-cost, text-only messages

• MMS: Visual or video messages that typically cost more per text but may increase engagement

Texts can be used to:

• Share updates about your campaign

• Send reminders to vote or register to vote

• Mobilize volunteers or promote events

• Ask for donations

• Encourage conversations and build relationships

Unlike social media or email, text messages are nearly impossible to ignore. They show up in your inbox instantly, and some studies show texts have a 98% open rate. With smartphone usage expected to increase to 77% by 2025, political SMS marketing is one of the most effective ways to connect with voters, especially in down-ballot and local races where every vote counts.

How Political SMS Marketing Works

Setting up your campaign’s SMS outreach isn’t complicated, but it does require a little planning and attention to compliance. 

Here’s how to get started:

Step #1: Define Your Audience

Start by identifying the voters you want to reach, such as supporters, undecideds, volunteers, or donors. Use voter file data, past event signups, or petition forms to segment your audience and target messages effectively.

Step #2: Choose the Right Platform

Most political campaigns use peer-to-peer (P2P) texting platforms to personalize messages at scale. There are many options on the market, each with its own price scale and stipulations. For instance, some are only available to candidates aligned with the Republican or Democratic parties, while others, like GoodParty.org, are designed specifically for Independent, non-partisan, and third-party candidates. 

LEARN MORE: Find the right platform for your SMS marketing campaign with our picks for the best P2P texting platforms. 

Step #3: Register for 10DLC Compliance

Political campaigns must register through a process called 10DLC (10-Digit Long Code) compliance to legally send text messages via major carriers, like Verizon or T-Mobile.

To become 10DLC compliant, you need to:

• Get an EIN (Employer Identification Number): Needed to register your political brand with The Campaign Registry (TCR). You can apply for an EIN online through the IRS website.

• Compliant Campaign Website: Carriers require a website that includes an opt-in form for SMS updates (with phone number as optional), an SMS disclaimer with consent language, and a linked privacy policy explaining how text data is handled.

• Domain-Based Campaign Email: Your campaign email must match your website domain (e.g., you@yourcampaign.org).

• Campaign Verify Registration: Using your campaign email, apply for registration with Campaign Verify to confirm your political status. After applying, you’ll receive a PIN by email to submit during your 10DLC application.

• 10DLC Brand & Campaign Submission: Once all materials are ready, your texting vendor (like RumbleUp, integrated with GoodParty.org) submits your campaign for approval with mobile carriers.

Once approved, you’re officially authorized to send compliant P2P political texts. It can be a complicated process, but P2P texting vendors typically have systems to guide you through the process and help you stay compliant. 

LEARN MORE: Sign up with GoodParty.org today to get up to 5,000 text messages free and see how seamless we make the compliance process. 

Step #4: Craft Your Messages

Keep your messages short, personal, and action-oriented. Use the voter's name, mention their city or district, and include a clear call-to-action. 

For example:

“Hi Jordan, this is Casey from the Smith for School Board campaign. Early voting starts this weekend! Can we count on your support?”

Don’t forget that every message you send must include your campaign name and a clear opt-out option like “Reply STOP to unsubscribe.”

To make your messages more engaging, consider using MMS to send a photo, campaign flyer, or video that reinforces your message.

LEARN MORE: Get inspired with these examples of compelling intro texts. 

Step #5: Time It Right

The best message in the world won’t land if it shows up at the wrong time. Timing is everything in political SMS marketing.

Text voters when they’re most likely to engage, like late morning to early evening, and avoid weekends unless it’s GOTV crunch time. Plan your messaging around campaign milestones like early voting, registration deadlines, or local events.

Just as importantly, don’t over-text your list. Voters who hear from you too often are more likely to opt out or tune you out.

A smart strategy includes:

• Start with those who’ve opted in via your website, flyers, or volunteer sign-up forms

• Send one to two texts per month during low engagement times, like the name-ID phase

• Increase frequency during GOTV (without spamming)

• Time messages to match voter behavior, not just your calendar

Think quality over quantity. Every text should feel timely, relevant, and valuable to the person receiving it. When you respect people’s time, they’re more likely to trust your message.

Best Practices for Political SMS Marketing

Want your messages to land and inspire action? Follow these campaign-tested tips:

• Personalize Every Message: Use voters’ first names, locations, or previous interactions to build trust.

• Make Your Ask Clear: Every text should have one goal, like asking voters to RSVP, donate, or vote. Keep it simple and obvious.

• Identify Yourself: Use a recognizable sender name like “Smith4Council” or “Team Rios.” Avoid generic “short codes” or no-reply numbers.

• Use MMS When It Helps: Photos, GIFs, and videos increase engagement, but they cost more per message. Use MMS for special updates or event promotions.

• Don’t Overdo It: Send texts at the right time and avoid blasting your list too frequently. More isn’t always better.

• Respect the Opt-Out: Always include “Reply STOP to unsubscribe” and remove contacts promptly.

• Integrate Your Outreach: Combine texting with canvassing, email, and social media for maximum impact. 

Texting is one of the most personal ways to reach voters. When your messages are thoughtful, timely, and relevant, they’re more likely to build real trust and drive turnout.

Political SMS Marketing: Fast, Personal, and Proven

SMS marketing gives your campaign a direct line to voters, with no algorithms or gatekeepers. When used thoughtfully and legally, it can make or break your campaign, power grassroots outreach, build supporter engagement, and drive voter mobilization.

Not every P2P texting platform is made the same, though. Some are exclusive to certain political parties or are incredibly costly. Ultimately, Independent and non-partisan candidates don’t always have the big budgets or party consultants to run their SMS marketing. 

That’s where GoodParty.org comes in. With up to 5,000 free P2P text messages, onboarding help for 10DLC compliance, and free and low-cost campaign tools and templates, GoodParty.org is here to help you text voters legally, effectively, and at scale. 

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