Why use SMS in outreach strategies?
SMS should be integrated into government communications to complement and support the goals of existing strategies for maximum message saturation. While SMS might require more concise content than other communications tactics, there are a variety of ways it can be integrated into existing campaign messaging.
Explore the six types of SMS for government communication to understand when to use which type of message to optimize your outreach efforts.
Each type of text message covered in this blog falls into one of two categories: Traditional SMS, which allows organizations to send one-way messages to constituents, and two-way SMS, which allows for interactive communication using artificial intelligence (AI) and machine learning (ML).
Promotional – Traditional
Promotional messages inform constituents with details about programs that do not require immediate action. Use promotional messages to convey program benefits or overviews of services. Text messages are short, so promotional messages often direct users to a website or external resource where they can find more information.
Segment your SMS audience based on their interests and needs so your promotional messages are helpful. This shows agencies remember and respect their audience.
Example: “Discover new healthcare benefits available to you. Visit [shortened URL] for more details.”
Reminder – Traditional
Reminders are a way for agencies to keep critical information front of mind, which helps users stay on top of requirements, boosting program participation.
Automating text reminders of important dates and deadlines helps agencies keep constituents on track throughout the enrollment process. Like promotional messages, reminders through text also often lead constituents to a website or external resource where they can find the resources they need to meet the deadline.
Example: “Reminder: Your appointment with the Social Security office is tomorrow at 10 AM.”
Subscription Benefits – Traditional
Subscription benefits messages focus on topics that interest their constituents. Interesting topics can be identified by analyzing your agency’s data. Individuals are more likely to engage when they receive beneficial messages on topics to which they have opted in.
Text-to-subscribe message within other outreach messages help compel individuals to subscribe directly from the text message to continue receiving valuable related information.
Example: “Stay informed about job opportunities in your area. Reply ‘YES’ to subscribe to weekly updates.”
Calls to Action – Two-Way
Call-to-action messages prompt actions, such as creating an account, filling out a form, or submitting a document. This self-service approach reduces the burden on call centers and helps constituents complete complex processes correctly.
With AI/ML and natural language processing capabilities, Granicus’ two-way text solution can interpret messages sent by constituents to recommend the best course of action. For example, an agency sends an individual a message asking them if they are a teacher, parent, or caregiver. The individual then responds, and the next message will prompt the individual to take an action based on their response.
Message content should encourage constituents to focus on the immediate need for the recommended action and clarify the benefit and lost opportunity for inaction.
Example: “Enroll now in the energy assistance program to reduce your utility bills. Apply here: [shortened URL].”
Feedback Gathering – Two-Way
Feedback gathering messages are used to gather real time user input to evaluate your agency’s service delivery and improve interactions.
Instead of simply asking constituents for a rating on a scale of 1 to 5, agencies can request detailed feedback on areas for improvement. This approach allows respondents to provide specific suggestions, which teams can analyze to identify actionable insights for enhancing services.
Example: “How was your experience with our online services?”
Information Exchange – Two-Way
Information exchange is used to effectively promote program and service benefits. This type of message emphasizes the unique advantages of signing up and clearly outlines the enrollment process. By highlighting the impact and value of their services, agencies can attract more participants.
Additionally, information exchange messages are used to answer questions or concerns throughout the digital service adoption process. This proactive approach helps alleviate barriers to enrollment by assisting with the application and enrollment process, creating a smooth and supportive experience for potential participants.
Example: Constituent texts “How do I apply for veterans’ benefits?” Automated response: “You can apply online at [shortened URL] or visit your local office.”
Conclusion
SMS can be integrated into government communications strategies in various ways depending on program goals. For more federal government SMS best practices, explore the new federal SMS guide.
Ready to move beyond your website and generic newsletters and deliver information through SMS? Connect with an expert to start the discussion.
