Electoral Communication: SMS, a Powerful Political Tool During an electoral campaign, communication is an essential pillar for converting voters and winning votes. SMS presents itself as an important tool for candidates and political parties to deliver messages quickly and effectively to voters. In this article, we highlight the importance of SMS as a political tool, presenting its advantages as well as the various regulations that must be respected. Article Contents How SMS can help you communicate during municipal elections Increasing voter turnout Motivating voters to vote Providing key information 1- Prerequisites for sending SMS messages during an electoral campaign Legal requirements Giving recipients their space 2- The advantages of SMS in political communication SMS allows you to target based on specific criteria SMS helps reduce abstention rates 3- Why use SMS in an electoral campaign Standing out from competing parties 4- Examples of electoral campaigns that used SMS as a communication tool A French example: the 2022 presidential election An American example: Joe Biden EXAMPLES OF SMS MESSAGES FOR A POLITICAL PARTY OR CANDIDATE How SMS can help you communicate during municipal elections For your electoral campaign in the municipal elections, effective communication is crucial to attracting votes. Three main obstacles can discourage voters from participating: abstention, lack of motivation, and lack of information. SMS allows you to address all 3 of these aspects and increase your vote count in legislative elections. Increasing voter turnout SMS is a direct and fast way to encourage voters to head to the polls. The abstention rate has always been significant, with only 33.3% of voters having voted in both rounds of the 2024 elections. Sending personalized reminders about voting dates and locations helps increase participation rates. You can also send SMS reminders to emphasize the importance of every vote in the democratic process. Motivating voters to vote The municipal elections will take place on March 15 and March 22, 2026. To motivate people to vote, use persuasive and engaging messages to encourage them to exercise their right to vote. To do this, send targeted SMS campaigns highlighting the key issues at stake in these municipal elections. Providing key information A lack of information can increase voters’ reluctance to vote. Whether it’s informing people about candidates, political platforms, or voting procedures, SMS messages can help bridge the information gap and enlighten voters, thereby encouraging informed participation in municipal elections. 1- Prerequisites for sending SMS messages during an electoral campaign Legal requirements The regulations governing communication during an electoral campaign impose several conditions that must be strictly observed. These conditions also apply to the sending of SMS campaigns. The first rule to note is the prohibition on sending SMS messages less than 24 hours before polling day. Indeed, Article L49 of the Electoral Code provides for an “electoral silence period” during which all forms of electoral propaganda are prohibited. This measure is designed to give voters time to reflect before casting their vote and to preserve the integrity of the process. The French Data Protection Act of 1978 and the General Data Protection Regulation (GDPR) provide a strict framework for SMS prospecting for political purposes. Therefore, in order to send SMS messages as part of your electoral campaigns, individuals must have given their prior consent, in accordance with the opt-in principle. This means that recipients must be fully informed of how their data will be used. An unsubscribe option must be clearly provided in your messages so that recipients can opt out if they no longer wish to receive SMS communications. This practice is essential for complying with legal requirements and for respecting voters’ choices. When creating your SMS campaigns with SMS Partner, you have the ability to easily include the SMS stop in each of your messages. Giving recipients their space Finally, it is important to make sure you don’t over-solicit voters by flooding them with SMS messages. An excess of messages could irritate them and also make your communication counterproductive. It is therefore crucial to monitor the frequency of SMS messages sent and to avoid putting excessive pressure on voters. With SMS Partner, you have the ability to schedule your sends, allowing you to maintain harmonious electoral communication and preserve voter engagement. 2- The advantages of SMS in political communication SMS has a multitude of advantages, making it an effective tool for the electoral campaigns of candidates and political parties. One key advantage is that SMS is a fast and efficient communication channel. Thanks to its 95% read rate, it allows you to reach a wide audience in a matter of seconds. Your message is far more likely to be read than a leaflet that gets tossed in the bin without even being looked at. Furthermore, you can personalize your SMS messages and send them to a specific audience using targeting criteria. By renting a contact database based on precise criteria, you can tailor your message to each recipient. You have the option to select up to three areas of interest per targeting segment. Finally, SMS has the advantage of being interactive. With the SMS survey feature, you can easily allow voters to respond and share their concerns. This gives you the ability to engage voters in two-way conversations. Alternatively, you can include a URL in the message that redirects recipients to a survey page. You can also redirect them to your online platform or create a personalized landing page with Toodiz. SMS allows you to target based on specific criteria Using our mobile number database rental solution, you can target different segments by taking several factors into account. Indeed, it is possible to differentiate individuals based on their socio-professional status, distinguishing between: Upper and lower socio-professional categories (CSP+ and CSP-) Family situation Age (for example, targeting adults aged 30 to 45 with children, or young people aged 18 to 25 in higher education…) Finally, geography can play a significant role in the targeting process. To this end, we offer targeting by postal code, city, or polling station. By analyzing abstention data or previous regional political trends, it is possible to identify areas where particular attention is needed. For example, it may be worthwhile to target residents in regions characterized by low voter turnout. A notable example is Seine-Saint-Denis during the 2022 Presidential election, where abstention reached a record rate of 30.2%. Similarly, it is relevant to consider regions where certain political parties or candidates have historically enjoyed strong support. For example, during the 2019 European elections, the Rassemblement National achieved a significant victory in Alsace and the Vosges. By integrating these various criteria, it becomes possible to maximize the effectiveness of actions and messages directed at the target populations. SMS helps reduce abstention rates In 2022, 16% of registered voters did not vote in any round of the presidential and legislative elections. For the 2019 European election, nearly 50% of European voters did not cast a ballot. Various factors can cause abstention. It can result from voter disengagement, a lack of trust in the voting system, or insufficient information. SMS helps reduce doubts and increase voter engagement. By providing all the necessary information via SMS, you reduce the areas of uncertainty that may exist and increase your chances of securing a vote from them. Moreover, according to a study on online voting, the possibility of voting online appears as a response to tackling abstention. This perspective aligns with the idea of using SMS as a communication tool during an electoral campaign. 3- Why use SMS in an electoral campaign SMS can be used for multiple objectives as part of your electoral communication strategy. You can use it to mobilize voters by encouraging them to vote or to support a cause or candidate. Send voting reminders with the date and time, or information about polling stations such as their location and opening and closing hours. Voters’ experience will be made easier, information will come directly to them and be right at their fingertips. You also have the option to personalize the sender name with your own name or the name of your party, for example. By doing so, you make your message feel more human and come across as more approachable to your voters. However, you can choose a shortcode as your sender name. This option allows you to collect funds by receiving donations by SMS. Likewise, by sending a Rich SMS, you can include a link to a secure online payment platform to facilitate donations. To share relevant information about your campaigns, you can do so via SMS. It’s an opportunity to share your news, inform people about upcoming events, and spread your campaign messages. You can run your campaigns whether you are in France or abroad. Indeed, SMS Partner covers SMS sending across several countries in Europe and Africa. SMS is an effective way to mobilize young voters, as 93% of 16-25 year olds use this method to send and receive messages. This communication method has strong potential for engaging 18-25 year olds, who are often under-represented in electoral processes. Indeed, during the 2022 presidential election, 41% of them did not cast a vote. Standing out from competing parties In order to stand out from the competition, political parties must rise above the rest with innovative and effective communication. SMS is the ideal tool for this. By personalizing SMS messages, candidates can craft unique messages that leave a stronger impression on voters. The majority of electoral communications take place through traditional channels such as television, outdoor advertising, and the press. By combining SMS with these other channels, you can achieve more creative communication and appear more accessible to your voters. All of this can give you an edge during elections. 4- Examples of electoral campaigns that used SMS as a communication tool A French example: the 2022 presidential election During the last presidential campaign of 2022, more than ten million French people received electoral propaganda SMS messages. During the previous presidential elections, Emmanuel Macron’s communication strategy was marked by the use of innovative techniques, including SMS messaging. These SMS messages were used notably to send personalized messages to voters and distribute polls. This method allowed for direct contact with the population and made it easier to engage them. An American example: Joe Biden During his campaign for the 2020 American elections, Joe Biden made clever use of SMS to set himself apart. According to Forbes, SMS messaging made it possible to quadruple the contact list and raise more funds. Furthermore, SMS helped inform voters, encourage them to vote, and increase the visibility of the campaign’s messages. Examples of SMS messages for a political party or candidate Here are some examples of SMS messages you can easily adapt for your electoral campaign: For presidential elections: “Françaises, français, bonjour. Retrouvez moi ce lundi à 14h sur la place de la Mairie pour un meeting. Venez nombreux ! STOP 36XXX” “Chers concitoyens, ici [Nom]. En tant que candidat aux élections présidentielles, je m’engage à venir en aide aux familles monoparentales. Consultez mon programme détaillé ici : http://ptnr.fr/1htNjC. STOP 36XXX” For legislative elections: “Vous êtes l’avenir de la France ! Ne laissez pas les autres décider pour vous et votez ! RDV le [Date] à [Heure] dans votre bureau de vote. STOP 36XXX” “Bonjour, je suis [Nom], votre candidate prête à défendre vos intérêts au Parlement. Je compte sur votre soutien lors des élections ! STOP 36XXX” For senatorial elections: “?Ne restez pas sans voix, votez ! Prenez un instant et rdv dans votre bureau de vote aujourd’hui. STOP 36XXX” “Vous voulez contribuer au progrès social ? Soutenez le parti [Nom] en envoyant DON par SMS au 36123. STOP 36XXX” For European elections: “?Pour les élections de jeudi : rendez-vous dans votre bureau de vote au [Lieu] de 8h à 17h. STOP 36XXX” “?? Je serais fier de représenter le France au Parlement européen #Votez[Nom] STOP 36XXX” For regional elections: “?Vous voulez lutter contre le réchauffement climatique ? Votez pour [Nom] et agissons ensemble ! STOP 36XXX” “Chers électeurs, je m’engage à construire un avenir meilleur pour notre région en insistant sur l’insertion professionnelle des jeunes #Grand-Est. STOP 36XXX” For departmental elections: “Quelle est l’importance que vous accordez à l’insécurité ? Répondez par une note de 1 à 10. Ensemble, rendons l’avenir meilleur. STOP 36XXX” “En tant que conseiller départemental, voici quelques-uns des éléments qui seront améliorés : un patrimoine préservé, des routes plus sûres et un accès facilité aux PMR. Plus d’infos ici : http://ptnr.fr/1htNjC STOP 36XXX” For municipal and community elections: “Bonjour chers électeurs, c’est [Nom]. Je me présente aux élections municipales et je suis déterminée à faire de grandes choses avec vous. Je compte sur votre soutien ! STOP 36XXX” “Prochain conseil municipal le [Date] à [Heure]. Ordre du jour : éducation, urbanisme et questions diverses?STOP 36XXX” To write your own personalized SMS messages, you can use our character counter to help you optimize your messages.
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