Looking for some data driven insights to inform your SMS program? Here’s a good one: text your contacts the same way you’d message a friend. We dug into anonymized client messaging data sent over the Hustle platform since April 2018, and found that keeping it real is key to executing successful SMS campaigns. Some of the strongest tactics for generating contact engagement include striking a careful balance between hard- and soft- asks, sending plenty of spontaneous content, and keeping messages from feeling like prose — in short, the same patterns we each follow daily as we text loved ones and acquaintances. As you aim to make your contacts comfortable seeing scripted conversation content, take these steps to make sure the conversation feels natural.

New Phone, Who’s This: Thinking About Messaging Context

1) What’s more important than talking? Turns out it’s talking

Trying to turn a contact into an activist? Keeping organic conversation flowing for as long as possible to socialize leads for future programmatic asks. Contacts who exchange three or more messages with an agent in an invite goal step are 1.5x more likely to respond to a reminder message than those who swapped two or fewer messages between invite and reminder.

2) Fortify warm relationships

If you’ve got a fish on the line, keep reeling! Contacts who replied to their last goal invite are 6x more likely to respond to the next one than those who didn’t. The data reveals a strong potential benefit in continuing to engage warm contacts to strengthen relationships over time.

3) What’s the ask? Sequence invites appropriately

One of the fastest ways to scare off a new acquaintance is to start out conversation with an intrusive ask. The same holds for texting! First-time contacts are half as likely to respond to a request for money or ask to call a legislator as to an invitation to attend an event or volunteer.

The Message Matters: Exploring Content

4) Keep it short and sweet

When it comes to drafting scripted content, think about the kinds of messages you’d exchange with a buddy. Short is sweet! Scripts with under 160 characters generate 2x more feedback from contacts than scripts clocking in at 320 characters or more.

5) Let folks know when the party’s happening

Including the <event_date> custom field in scripted invites increases reply rates 1.5x for new contacts and 1.6x for existing contacts. Sharing event timing moves the needle even further than ending asks in a question or using emoji.

Bringing it all together: Best practices for cultivating relationships with your targets

• You don’t get a second chance to make a first impression: Put your best foot forward! The soundest way to cultivate lasting relationships is to make folks feel comfortable from the jump. Avoid lengthy scripts, and make sure that your first invite is an approachable ask to attend a volunteer opportunity or event rather than an intrusive demand for money or to make a call. And don’t forget to let folks know when things are going down!
• Keep the conversation going: More is more! Help contacts feel comfortable with reminder pings by exchanging plenty of messages between goal steps. The more engaged a contact was over the last goal, the greater the likelihood they will respond to the next one.