Senator Ted Cruz’s team chose “GROWTH,” a word with positive connotations and broad appeal. Choosing the right keywords matters since they set the tone for the texting campaign and will stick in the subscriber’s mind. Once a campaign receives a keyword from a subscriber, it can send that subscriber texts, videos, images, updates, donation links, and other information. Keywords are single words (or sometimes a combination of letters and numbers) that a person can send to a campaign’s phone number to indicate they’re opting in to receive messages and communication. Let’s look at how subscriber lists work and what we can learn from Senator Ted Cruz’s texting initiative. In the U.S., texts can only be sent to people who explicitly opt in to be contacted. Subscriber lists are the foundation for strong political SMS campaigns. While many candidates and politicians have centered their communication efforts around texting, it all begins with the subscriber list. In fact, nearly 1.5 billion political text messages were sent in November 2020 alone. Today, almost all political campaigns have incorporated text messages into their strategies. This result demonstrated the effectiveness of SMS messaging and keywords. That’s an average of seven new supporters joining the subscriber list every second during his speech. Especially at that time, this was a forward-thinking plan, integrating mobile communication and the latest technology with political strategy.īy the time Cruz finished his speech, he had gained over 16,000 new SMS subscribers, significantly expanding support for the new PAC. Using mass political texting, Cruz and his team could organize events and fundraising and keep their supporters engaged and informed. To gain more momentum and attention for the new project, Senator Cruz told the audience (and massive online viewership) to text the keyword GROWTH to 33733 to opt in to an SMS subscriber list and receive messages and updates in the future. A key part of his message during the 40-minute speech focused on a new political leadership PAC, The Jobs Growth and Freedom Fund. In 2013, Senator Ted Cruz delivered the keynote address at the Conservative Political Action Conference, better known as CPAC. How Ted Cruz Expanded His Subscriber List Let’s take a closer look at one example: how Ted Cruz’s texting campaign gained thousands of subscribers during a single speech. The early days of political SMS messages offer valuable lessons applicable today. They’re a powerful tool to rally support and gather donations from voters, enabling candidates to expand their campaigns and win elections. Campaign texts have a 99% open rate compared to 20% for political emails. Sending SMS messages to supporters is now a key component of many political races.
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