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What is Bulk SMS?
Bulk SMS means sending the same message to lakhs of mobile numbers simultaneously. These messages can be promotional, transactional or political. During elections, political parties & candidates use it to send messages to voters, inform about rallies, share ideas & get support.
In the World, India is the largest democratic country, where crores of voters participate in every election. When it comes to reaching out to voters, every political party and candidate needs an effective and accurate medium. In today's digital age, Bulk SMS is one such medium that is proving to be very effective in election campaigning.
What is The Role of SMS Marketing in election campaigns?
In the election environment, there is less time and more work. It is challenging to reach every voter. Bulk SMS provides an easy and fast solution to this challenge. It can be used in the following ways:
1. Direct communication with voters
Through Bulk SMS, the candidate or party can connect directly with the voters. A personal and effective message creates a connection among the people.
2. Providing information about rallies and meetings
When, where, at what time the rally or meeting is – this information can be given instantly through SMS.
3. Sharing ideology and promises
Through Bulk SMS, the party can directly convey its manifesto, major issues and information about development works to the voters.
4. Appeal for support and vote
An appeal to vote can be made through SMS before the election and on the day of voting.
5. Creating a network of workers
Bulk SMS is helpful in sending regular updates, instructions and motivational messages to party workers.
Place of Bulk SMS in Election Strategy
Every election strategy has four main elements:
- Communicating with the public
- Gathering support
- Increase Voter attendance in Rally & Meetings
- Increasing voter turnout
Bulk SMS plays an important role in all these four tasks. It is not only fast, but also economical.
Features of Bulk SMS that help in elections
- Fast delivery: Lakhs SMS can be sent in seconds.
- Personal impact: SMS can be sent by name as custom field, which makes the voter feel a personal connection.
- Language option: It is possible to send SMS in local language (like Hindi, Marathi, Bengali etc.).
- Target Audience: It is possible to send SMS at district, assembly constituency, village or mohalla level.
- Data Analytics: How many SMS were sent, how many were opened, how many responded – everything can be tracked.
Place of Bulk SMS in Election Strategy
Step 1: Preparing mobile data
It is important to collect mobile number data of voters of your area. This data can be obtained from EPIC list, workers, volunteers, old voters list etc.
Step 2: DLT Registration
Since sending SMS in India requires compliance with TRAI rules, it is mandatory to register on DLT (Distributed Ledger Technology) platform.
Step 3: Template Approval
The content template of the SMS must be pre-approved as per TRAI.
Step 4: Selection of Bulk SMS Platform
The platform has to be taken from a reliable Bulk SMS service provider, which has the facility of dashboard, reporting and support.
Step 5: Campaign Launch
Now you can send messages to thousands of numbers simultaneously in one click.
Things to keep in mind while sending election Bulk SMS
- Give priority to the language of the voter.
- The message should be short, precise and emotional.
- The message should include the name of the candidate, party symbol and appeal.
- Do not send SMS between 9 pm and 9 am (TRAI rules).
- Complete the point in a maximum of 160 characters.
- Avoid forceful or confusing messages.
Bulk SMS compared to other means of election campaigning
| Campaign medium | Cost | Time | Reach | Impact |
|---|---|---|---|---|
| Newspaper advertisement | More | Slow | Limited | Medium |
| TV/Radio | Very High | Medium | Wide | Good |
| Public relations (door-to-door) | Medium | Very Slow | Limited | High |
| Social media | Low | Fast | Good for youth | - |
| Bulk SMS | Low | Very Fast | Wide | Very Good |
Advantages of Bulk SMS in elections
- More publicity at lower cost
- Can be sent anytime, from anywhere
- Facility for data analysis
- Medium to reach people in a personal way
- Facility to communicate in local languages
- Helpful in creating an atmosphere
Example: Successful use of Bulk SMS in elections
Case Study – Gram Panchayat Elections
During the panchayat elections in a village in Rajasthan, a young candidate campaigned only through Bulk SMS. He sent messages to every voter in his constituency every other day for two weeks – like:
“This time give a chance to the youth leadership – vote for [name].”
“Vote for [party/symbol] for the progress of the village.”
“Vote tomorrow at 10 am – your vote, your village’s future.”
This technique helped the young candidate gain more support and he was able to win.
How to Use SMS Marketing after elections
Even after winning the election, SMS can be used to maintain connection with people. Such as:
- Thank you messages
- Information about development schemes
- Contact for problem solving
This maintains trust among the public.
FAQs
For different voters, you can personalize messages for sure by tailoring the content to their interests, concerns, and demographics. This makes your campaign more relevant and impactful.
With Bulk SMS, Political parties can improve campaigns to reach voters with personalized messages and policy updates. They can mobilize supporters for rallies or voting with timely alerts. SMS campaigns also allow quick feedback collection through polls or surveys for better strategy planning.
Conclusion
In the election environment, when every second is precious and every vote is important, Bulk SMS emerges as an effective weapon. It is not only fast, but also builds trust by creating a personal connection with the public.
