Peer to peer (P2P) texting is the most powerful tool available to campaigns for cutting through attention overload and reaching voters directly. 50% of voters reported receiving text messages during the 2020 Elections and a third of voters say their vote was influenced by text messages.
While texting is a critical tool for fundraising and turnout, P2P also has untapped potential for list building. This includes growing an opted-in text messaging list, which drastically reduces costs for texting, and your email list, which is cheaper still.
Here are four ways to use P2P texting to build your opted-in lists.
Reply to Opt-in
This is a straightforward text simply asking the recipient if they want to receive email or text updates. You can emphasize that it will help your campaign save costs, or, more importantly to them, keep them from being bombarded with text messages.
If yes, have them reply with a YES to opt-in for SMS or their email to get updates that way.
One Question Surveys
Everyone is eager to offer their opinion and inviting voters to do so over text opens up a channel for ongoing communication. Start by asking supporters a yes/no or multiple choice question.
If they respond affirmatively, reply with a message asking them to opt-in for texts or emails.
52% of donors signed an online petition during the 2020 election, making these lead capture devices an important top of funnel activity for building your list. Tap into a timely, relevant issue and invite voters to click through to petition on your website.
Let voters know if your campaign is having an event in their area and invite them to join you. If you just invite the usual suspects (your social media followers and volunteers), you’ll never expand your audience.
With an event RSVP, you’ll have several opportunities to follow up with the voter.
Your list building efforts should include a mix of both SMS and email opt-ins in addition to data that enriches your housefile.
P2P texting is a critical tool for campaigners, but it cannot be the foundation for voter contact or fundraising. Properly used, it is a temporary bridge to building an opted-in audience for your campaign.