Best Practices

• Keep content short and concise. Under 3- 4 sentences as shorter texts are more likely to be read.
• Make sure to identify who is sending the text.  For example, 'Hi this is Representative X' or 'Hi this is Aaron with Representative Y.'
• Everything counts. The maximum text message is 400 characters long.  “Spaces" and punctuation marks count (some more than others)!
• Add easy to understand directions if you expect a reply. For example: To RSVP text ‘YES’.
• End text with an opt-out line. For example “Reply STOP to stop" or “Reply STOP to stop receiving these messages”.  This one is very important and is really a requirement.
• 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.
• No more than one URL/link.  If it is a super long link consider using a link shortening tool.  More than one can cause cellphone companies to block your message.
• Images are not supported in SMS text language.
• Consider automating YES and NO responses if it is a very large campaign.
• Personalizing text messages – If it is a general public announcement we don’t 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.
• We discourage the use of phone numbers in your text. Your message will come from a system-generated number that will conflict with your contact information. A website is encouraged.
• Make sure your content is timely and useful for your audience.
• Even if you don’t have a YES or NO answer write a script for a general response directing people to your office number if they have additional questions and add it to one of the responses.

See our Getting Started infographic to learn more best practices for GovText.