Political campaigns are leaning heavily on SMS marketing these days, reaching voters directly and sidestepping traditional media. Texting feels personal and grabs attention, making it a powerful way to connect with supporters. But it’s not all sunshine—this approach has also unleashed a flood of unsolicited messages, sneaky tactics, and an overwhelming frequency, which not only irritates people but also raises serious ethical and legal concerns.
My personal experience with political SMS marketing started three years ago. I received my first text from the RNC asking for a donation. It was odd, considering I’m not registered as a Republican—I’m an independent—and I never signed up to receive text messages from either party. 
I brushed off the first message as a one-time mistake, but it was just the beginning. Over the next three years, I have been bombarded with over 3,000 texts from Republican candidates, causes, and super PACs. I was guilted by some about not being a “true patriot” if I didn’t donate, while others warned of a bleak future if I didn’t send $25 right away! The most confusing were the ones congratulating me on being personally chosen as a top supporter (when I’d never donated.) To make it even stranger, some texts were addressed to me while others were addressed to "Karen.” Huh?
After the first hundred texts or so, I was beyond annoyed. I tried everything—deleting, reporting as spam, opting out, blocking numbers, but nothing worked. They kept coming. Even adding my number to the national "do not call" list was useless since political texts don’t have to follow those rules. I reached out to a Wall Street Journal reporter who wrote the article Dear Voter, Here’s Why Political Texts Are Blowing Up Your Phone to get her advice. Unfortunately, she confirmed what I already knew: there wasn’t much more I could do. 
So, as the texts keep rolling in—seven in a single hour on Saturday night alone—I’ve realized, sadly, that while I might not be able to stop this flood, I can at least share some advice for brands that want to use SMS marketing the right way:
1. Always Get Explicit Consent
Just like me, who never signed up to receive political messages, your customers should never feel like they’re getting messages they didn’t request. Make sure you have explicit permission before sending any SMS. This not only builds trust but also keeps you on the right side of the law.
2. Personalize Thoughtfully
Imagine how much more frustrating those texts were when they called me by the wrong name. Use the data you have to address your customers correctly and provide content that’s relevant to their interests. Personalized messages are far more engaging and less likely to annoy.
3. Keep It Short and Sweet
The standard limit for SMS messages is 160 characters, so your message needs to be clear and to the point. If your text is too long or detailed, include a link to a webpage for more information. Make sure every word counts (unlike some of the short stories I’ve received recently via text that probably originated as an email.)
4. Time It Right
Timing matters. Unlike the political texts that seem to come at all hours, every day, send your messages when your customers are most likely to read them. Offers might work better in the evening, while general updates should stick to business hours.
5. Don’t Overwhelm Your Audience
One of the most frustrating things about political texts is the sheer volume. Brands should learn from this mistake and avoid bombarding their audience. Focus on quality over quantity and only send messages that are valuable and relevant rather than just trying to stay top of mind.
6. Segment Your Audience
Not every message is meant for everyone. Use segmentation to target your messages based on demographics, purchase history (or donation history like in my example), or other relevant data. This way, your messages are more likely to resonate and lead to better engagement.
7. Provide value 
When crafting your SMS campaigns, it’s important to go beyond just pushing discounts or asking for money (I’m talking to you RNC!) True value comes from offering content that your audience genuinely finds helpful and engaging. Consider sharing tips, how-to guides, or exclusive insights.
And don’t forget. SMS marketing is one part of the bigger picture. When it is synced with your other channels like email, social media, and digital ads, everything comes together seamlessly. This unified approach not only gives your customers a better experience but also makes your marketing efforts more effective.  BTW, in the couple of days it took me to write this piece, I received 20 more texts asking me to donate. 🫤
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