- Several factors determine a messaging campaign’s success, but the performance of previous projects can help set
- expectations. Get to know what other government texting initiatives have done as a way to benchmark your own
- performance.
-
-
What other texting studies have found
-
- When the Center on Budget and Policy Priorities studied WIC, they found key learnings about the
- quantity of messages delivered, how people engage with messages, and how they take action.
-
-
-
Message delivery
-
Benchmark: 80% of texts are
- successfully delivered
-
-
-
-
-
- You may discover that some numbers are temporarily or permanently unavailable due to service being
- discontinued,
- numbers changing, or being a landline.
-
-
-
-
-
-
-
Engagement
-
-
Benchmark: Engagement rates with texts ranged from 17%
- to 26%
-
-
-
-
-
- The highest rate of engagement with a text comes within hours of sending. Engagement rates include any kind
- of
- action taken due to a text, including replying “STOP” to prevent future texts.
-
-
-
-
-
-
Appointment requests
-
-
Benchmark: Requesting appointments after receiving texts ranged
- from 4% to 9%
-
-
-
-
-
- Requesting appointments is a specific type of engagement. Provide a phone number or link to an online
- appointment
- request form.
-
-
-
-
-
-
- The Code for America’s Texting
- Playbook
- reported specific learnings around appointment reminders, completing
- document submission, and maintenance reminders.
-
-
Appointment reminders
-
-
Benchmark: Clients were 79% more
- likely
- to keep
- their appointment after receiving a text reminder.
-
-
-
-
-
You will likely see more completed appointments.
-
-
-
-
-
-
Benchmark: Clients were 55% more
- likely
- to complete
- an interview after receiving an interview reminder
-
-
-
-
-
You will likely see more completed interviews.
-
-
-
-
-
Document submission
-
-
- Benchmark: Clients were 6% more likely to complete document submission after
- receiving a customized list of required documents via text
-
-
-
-
-
-
To encourage response, provide a custom list of the needed documents and information about how to submit
- them.
-
-
-
-
-
-
Reminders
-
-
Benchmark: Text reminders improved case maintenance rates by 21%
Start with a singular purpose. Make explicit what you want to achieve.
-
-
-
Text messaging should be one part of how you communicate with the people you serve, and it is best used to
- provoke
- action or influence behavior. Therefore, when starting to plan your texting campaign, it’s important to start
- with
- the end in mind.
-
-
-
-
- To establish clear goals, start by answering the following questions:
-
-
-
-
Who do you want to text?
-
At what moments do you want to text them?
-
Why do you want to text them?
-
What do you want them to do?
-
-
-
-
-
-
-
-
-
-
-
Dept. of Human Services: We believe your EBT card may have been
- used by
- someone else. Please call the number on the back of your card (888-123-5555) to cancel and get a new
- one.
- If
- you
- need a new card immediately, please visit your local office.
-
-
-
-
-
-
-
-
-
When should you send a text?
-
-
-
-
-
-
- What to do
-
-
-
Use texting to share timely
- information, provide critical status updates, or remind someone to do something.
-
Examples:
-
- {% set list_item_dos = [
- {
- "list_content": "Your application is due on…",
- },
- {
- "list_content": "We need more information from you to process your application for…",
- },
- {
- "list_content": "We will be calling you about…at…",
- },
- {
- "list_content": "We will be calling you about…at…",
- },
- ] %}
-
- {% for item in list_item_dos %}
-
- {{item.list_content}}
-
- {% endfor %}
-
-
-
-
-
-
-
-
-
- What not to do
-
-
-
Texting is not great for long,
- detailed instructions or frequent reminders that may be ignored.
-
-
Examples:
- {% set list_item_donts = [
- {
- "list_content": "Your rights and responsibilities",
- },
- {
- "list_content": "How to complete your application",
- },
- {
- "list_content": "Weekly reminder not to share your account information",
- },
- ] %}
-
- {% for item in list_item_donts %}
-
- {{item.list_content}}
-
- {% endfor %}
-
-
-
-
-
-
-
-
Your program may already be communicating with your audience through methods like mailed notices and phone calls.
- Think of text messages as complementary to your existing communications. Review how well you are currently reaching
- your audience. Are there methods or gaps that could be supplemented with a text message?
-
-
- The Department of Veterans Affairs provides a helpful flow-chart that can help you decide if a text message is needed
- for the communication problem you are trying to solve.
-
-
Use a hypothesis framework to plan your campaign
-
- Think of your texting campaign as a scientific experiment, and try to articulate what you hope to improve as a
- result of implementing text messaging at your agency. For example:
-
-
-
-
-
- We believe that texting [specific group of people] when [this happens or on this
- cadence] to inform/alert them about [subject] will result in [desired action].
-
-
-
-
-
- Review your drafted hypothesis with your team to make sure everyone is aligned on your desired goals. A clear and
- concise hypothesis can help you decide how to write text message content
- that provokes action.
-
-
Begin with a small test
-
- To help you decide how much to invest in text messaging over time, we highly recommend starting small and testing
- your message campaigns to refine based on feedback and evidence.
-
-
- Starting small has less risk and more flexibility. It can help you gather data and decide if and how to send
- more text messages. For example, start by sending one message to a smaller sample of your audience and track their
- resulting behavior.
-
-
- At a minimum, make sure to get feedback on your message content from staff, community-based organizations, and,
- ideally, from people who receive the texts themselves to ensure your messages are clear and actionable.
-
-
Measure performance
-
Building and operationalizing a texting initiative requires time and effort, and you want to be able to demonstrate
- the results of that effort.
-
-
-
-
- To understand if your texting program is successful, ask:
-
-
-
What do you want to be different for your program or your desired audience after a text message is sent,
- as compared to your current state?
-
How will you know if text recipients take the desired action?
-
Do you have access to existing data in your system that you could use to determine whether texting is
- giving you the results you want?
Help your audience anticipate and welcome your texts.
-
- People are wary of texts they’re not expecting to receive. Before you send your first text, consider how you will
- gain trust with your audience and address any concerns of spam. Seize specific moments to reinforce what your
- audience should expect from your messages.
-
-
Get the word out
-
Before you launch, let your audience know you are adding texting as a communication method. People are more likely
- to trust your text once they get it if they know that your program is sending texts.
-
-
How you currently communicate with your audience will determine the best approaches to announce your new
- initiative. Harness channels you’re already using like social media, public websites, mailing inserts, or fliers at
- key service locations as well as partnering with community organizations to get the word out about your new texting
- program.
-
An example of key messages in direct mail
-
-
- A paper mailer sent out by the State of Connecticut, in partnership with Code for America, to get the
- word out about their new SNAP texting initiative. Flier displays an image of an introduction text and includes key
- messages to reinforce legitimacy.
-
-
-
Prime your audiences to trust you
-
-
-
-
To reinforce legitimacy, include these key messages in your outreach:
-
-
Introduce yourself – Give people time to get to know your texting communications before you need
- direct action from them
-
Phone number – Note the sending phone number your texts will come from
-
Text types – Be clear on the types of texts you intend to send, how often, and why they matter
-
Privacy policy– For example, state that you will not collect personal information, including the
- types of information you will never ask for
-
Places to verify – Include a phone number, website, or human where people can verify that the texts
- are coming from you
-
Opt out – Provide opt-out instructions and a disclaimer for the potential cost of receiving the
- text
-
-
-
-
-
-
-
-
-
Dept. of Social Services: Welcome to text updates from the
- {{circle_number(1)}}Department of Social Services. {{ circle_number(2) }}We’ll always text
- you from
- this number, save us to your contact list. Our goal is to {{ circle_number(3) }} keep you up to
- date on
- your account status. {{ circle_number(4) }} We will never ask for personal details in a text.
- {{ circle_number(5) }} If you have questions about how we protect your privacy, see
- state.gov/privacy.{{circle_number(6) }}Reply STOP to stop.
-
-
-
-
-
-
-
As people receive texts
-
When a person has questions or needs assistance, reaching out for support may be natural for them. Give direction
- in your texts so your audience understands what to do with the information you provide. Remember, it’s important to
- repeat consistent and standardized language across texts and programs.
-
Be trustworthy
-
-
-
-
-
Identify yourself in the text message. Use a consistent and familiar program name to precede each
- text you send.
-
Personalize with first name. Through A/B testing, Code for America saw an increase in
- follow-through by 25% if someone’s first name was included.
-
Use full and direct .gov website URLs. Avoid link shorteners, as they obscure your links and
- potentially make it easier for a malicious actor to spoof your text.
-
If providing a phone number, use a familiar phone number and provide information on how to verify
- its legitimacy.
-
-
-
-
-
-
-
-
- {{circle_number(7) }}Dept. of Social Services: Hi {{circle_number(8) }}Julie, Your Medicaid
- renewal is closing December 31, 2023. You can renew online at {{circle_number(9) }}https://www.application.yourstate.gov or {{circle_number(10) }}
- call the number on the back of your Medicaid card.
-
-
-
-
-
-
-
Provide helpful auto-responses
-
-
-
-
If you're sending one-way notifications, phone carriers allow a single auto-response message that will be
- generated if a recipient tries to text a response to your message. Use the auto-response to reaffirm your key
- messages around legitimacy and communicate to recipients that texts are coming from an automated system.
-
-
Provide a way to contact a human in any auto-response text
-
Provide information on how to opt out and opt back in
-
-
-
-
-
-
-
-
- Dept. of Social Services: This number is unmonitored. To {{circle_number(11) }} contact us, call
- 888-123-4567. We will never ask for personal details in a text. If you have questions about how to
- protect your privacy, see state.gov/privacy {{circle_number(12) }} Reply “STOP” to this phone number
- to opt out of receiving texts, and “START” to opt back in.
-
-
-
-
-
-
-
Be prepared for questions
-
- Your texting program will only be perceived as legitimate if you get the word out in many different ways. It's also
- important that agency employees who support text recipients (for example, the call center) are familiar with the
- texting program. They can accurately respond to recipient questions about them, so make sure you’re priming your
- delivery staff, especially those who interact directly with your intended audience.
-
-
- {% set card_header = "Harness trusted communication channels" %}
- {% set card_contents = [
- {
- "image_src": asset_url('images/website.svg'),
- "card_heading": "Websites",
- "p_text": "Post banner alerts about texting on your agency website and link to a press release for more information.
- Publish a public texting privacy policy.",
- },
- {
- "image_src": asset_url('images/community-org.svg'),
- "card_heading": "Community organizations",
- "p_text": "Alert trusted community-based organizations that texts are coming and what they look like. Equip them with
- fliers, posters, and talking points to spread the word.",
- },
- {
- "image_src": asset_url('images/call-center.svg'),
- "card_heading": "IVR / Call Centers",
- "p_text": "Consider adding hold message announcements about your texting initiative to further get the word out.",
- },
- ] %}
-
- {% with card_header=card_header, card_contents=card_contents %}{% include "components/guidance/cards.html" %}{%
- endwith %}
-
- {% set card_header = "Prepare your team" %}
- {% set card_contents = [
- {
- "image_src": asset_url('images/grouping.svg'),
- "card_heading": "Staff",
- "p_text": "Give all staff a heads-up about texts before and when they are sent.
- Share talking points on what texts you’re sending, when you’ll start to send them, the phone number they are coming
- from, and where staff can escalate any issues.",
- },
- {
- "image_src": asset_url('images/project-management.svg'),
- "card_heading": "Case management systems",
- "p_text": "When it makes sense, include information about texts being sent to specific clients on individual splash
- pages or
- within case management notes.",
- },
- ] %}
- {% with card_header=card_header, card_contents=card_contents %}{% include "components/guidance/cards.html" %}{%
- endwith %}
-
-{% endblock %}
diff --git a/app/templates/views/guidance/guidance.html b/app/templates/views/guidance/guidance.html
deleted file mode 100644
index 618d58ef0..000000000
--- a/app/templates/views/guidance/guidance.html
+++ /dev/null
@@ -1,62 +0,0 @@
-{% extends "base.html" %}
-
-{% block per_page_title %}
-Guidance
-{% endblock %}
-
-{% block content_column_content %}
-
-
-
Guidance
-
For texting the public
-
Effectively reaching your audience and supporting your program’s goals starts with strategically planning out what
- text messages can help you achieve and how to approach a thoughtful rollout.
-
-
-
This set of best practices will help you get an effective texting initiative up and running.
-
- {% set card_header = "Key elements of a texting campaign" %}
- {% set card_contents = [
- {
- "svg_src": "goal",
- "card_heading": "Establish clear goals",
- "p_text": "Start with a singular purpose. Make explicit what you want to achieve.",
- "link": "/guidance/clear-goals"
- },
- {
- "svg_src": "compliant",
- "card_heading": "Follow rules & regulations",
- "p_text": "Understand what is required when texting the public.",
- "link": "/guidance/rules-and-regulations"
- },
- {
- "svg_src": "trust",
- "card_heading": "Establish trust",
- "p_text": "Help your audience anticipate and welcome your texts.",
- "link": "/guidance/establish-trust"
- },
- {
- "svg_src": "runner",
- "card_heading": "Write texts that provoke action",
- "p_text": "Help your audience know what to do with the information you send.",
- "link": "/guidance/write-for-action"
- },
- {
- "svg_src": "language",
- "card_heading": "Send texts in multiple languages",
- "p_text": "What to know as you plan translated texts.",
- "link": "/guidance/multiple-languages"
- },
- {
- "svg_src": "chart",
- "card_heading": "Measure performance with benchmarking",
- "p_text": "Learn how effective your texting program can be.",
- "link": "/guidance/benchmark-performance"
- }
- ] %}
-
- {% with card_header=card_header, card_contents=card_contents %}{% include "components/guidance/cards.html" %}{%
- endwith %}
-
-
-{% endblock %}
diff --git a/app/templates/views/guidance/multiple-languages.html b/app/templates/views/guidance/multiple-languages.html
deleted file mode 100644
index 947f9fbbe..000000000
--- a/app/templates/views/guidance/multiple-languages.html
+++ /dev/null
@@ -1,32 +0,0 @@
-{% extends "base.html" %}
-
-{% set page_title = "Text in multiple languages" %}
-
-{% block per_page_title %}
-{{page_title}}
-{% endblock %}
-
-{% block content_column_content %}
-{% with title=page_title %}{% include "components/guidance/nav_breadcrumb.html" %}{% endwith %}
-
-
{{page_title}}
-
What to know as you plan translated texts.
-
-
- Sending messages in recipients’ preferred language demonstrates respect, makes it more likely that recipients will
- understand and take action on the message, and may be required by your agency or program.
-
-
-
- To send translated messages using Notify.gov you will need two things: a record of your recipients’ preferred
- language
- and translation/s of the message template. Notify.gov does not provide translation services.
-
-
-
- As with messages in English, we strongly recommend user testing the translations with people who speak the language
- to
- ensure the messages are understandable.
-
Understand what is required when texting the public.
-
What to know about consent and opting out
-
- Providing consent and opting out are key ways for text recipients to express their text communication preferences.
- Discuss your obligation to obtain consent with your legal counsel.
-
-
- If you do need expressed consent, consider including a pre-checked plain language opt-in (i.e. “It’s OK to text
- me.”) on
- digital forms. Be sure to ask for an up-to-date phone number and include a question about the recipient’s preferred
- language for text messages if you expect to translate your text
- messages in
- languages other than English.
-
- {% set links = [
- {
- "p_text": 'The Telephone Consumer
- Protection Act (TCPA) (47 USC § 227) is the federal law that impacts how organizations are allowed to
- communicate
- in bulk with the public via telephone (including text message or SMS).'
- },
- {
- "p_text": 'The FCC has ruled that Federal and State programs are exempt from the TCPA and can
- send
- text messages to the public without consent if conducting official business. Without explicit mention in the ruling,
- local governments, phone carriers, or any texting intermediaries might require it.'
- },
- {
- "url_link":
- "images/TCPA_Overview.pdf",
- "url_text":"Download and share our overview of the TCPA with your legal counsel",
- "is_downloadable": true,
- "p_text": 'It provides a baseline
- interpretation to aid your legal counsel in getting up to speed with what might be needed for your program or use
- case.
- For additional questions about the enforcement of the TCPA, you can watch a recorded training on public
- benefits texting provided by the FCC.'
- },
- ] %}
-
Complying with the Telephone Consumer Protection Act (TCPA)
- In the US, no matter where texts are coming from, a recipient has the right to revoke consent at any time through
- any
- reasonable means. For example, a text recipient can always opt out of receiving text messages from a phone number by
- responding “STOP”, “QUIT”, or one of several other keywords.
-
-
-
- Any subsequent messages sent to that number will be blocked by the phone carrier and not delivered. We recommend
- establishing an internal process to obtain and remove numbers that fail multiple times to avoid continuing to send
- messages to them.
-
-
Honoring privacy
-
Phone numbers are personally identifiable information (PII)
-
- When putting together the data spreadsheet (or CSV) file containing text message data, follow relevant security
- processes for storing and transmitting the file that contains PII.
-
-
Don’t text sensitive information
-
- Sensitive information should be protected and secure. Social Security Numbers, driver’s license numbers, personal
- health information, and passwords are all sensitive PII that should not be shared via text message. Consult with
- your privacy office to understand what information you can and cannot include in a text message. Different programs
- and jurisdictions may have different rules and interpretations.
-
-
Assess risk
-
- Consider the risks if someone who is not the intended recipient receives the text message. Establish an internal
- process
- to keep your phone number list up-to-date. The FCC offers a Reassigned
- Numbers Database to identify phone numbers that may have been reassigned since your agency obtained them.
-
Help your audience know what to do with the information you send.
-
-
- When writing a text, focus on the person who is going to receive the message and write it for them. Use plain
- language and provide easy to understand next steps.
-
-
-
-
- When deciding what types of messages to draft for your campaign, think through the following questions:
-
-
-
-
What do you want recipients to do when they receive the text?
-
What will happen if a recipient doesn't take the action you want them to take?
-
Will you send any follow-up texts depending on if the action was taken or not?
-
-
-
-
-
Be clear and concise
-
-
Use simple, everyday language. Keep the text short and clear. Stay under 300 characters.
-
- Say only one important thing per message. Focus on the most essential instructions and information. If there are
- multiple actions you want someone to take, consider sending a series of well-timed messages.
-
-
Use a neutral, direct, and professional tone. This works better than a friendly or overly casual tone.
-
-
Build conditions for action
-
-
-
-
For example, getting a person to update their mailing address:
-
-
Clearly state the information and the response you want the recipient to take.
-
Point directly to where the action can be completed, not to more information.
-
Make sure the action can be completed via mobile phone, like calling a person or going to a
- mobile-friendly URL.
-
-
- Include at least two options for a recipient to take action. Some recipients may be more comfortable talking
- directly
- to a person, while others may prefer a web-based experience.
-
-
Consider clearly explaining any consequences if the desired action is not completed.
-
-
-
-
-
-
-
-
{{circle_number(1) }}State Medicare Agency: Hello, MEDICARE has
- attempted to
- send you an update about your claim, but the mail was returned. {{circle_number(2) }}Please go to
- https://www.medicare.gov/account/login?utm_source=TEXT, {{circle_number(3) }}log in to your account, and
- click “My
- Account Information” to verify that your address is correct. If you are having difficulty logging in,
- {{circle_number(4) }}call 1-800-MEDICARE for assistance. {{circle_number(5) }}We will attempt to send the
- mail again
- in 14 days.
-
-
-
-
-
-
What provoking action looks like
-
Evidence shows that employing
- behavioral science is an effective way to increase the
- likelihood of a recipient
- taking action upon receiving your text. Keep in mind these three foundational principles while drafting your text
- message:
- {% set card_contents = [
- {
- "card_heading": "Feeling a sense of ownership can influence behavior.",
- "p_text": "Example – Don't miss this chance to get free internet or $30 per month off your internet bill.",
- },
- {
- "card_heading": "Individuals are strongly influenced by others’ behaviors.",
- "p_text": "Example – Thousands of residents already get an
- average of $113/month in money for food.",
- },
- {
- "card_heading": "Individuals perceive losses more powerfully than gains.",
- "p_text": "Example – Contact us for potentially unclaimed free
- internet services that belong to you.",
- },
- ] %}
- {% with card_contents=card_contents, text_align='left' %}{% include "components/guidance/cards.html" %}{%
- endwith %}
-
-{% endblock %}
 }})
- }})
-