Message Content Best Practices

The following guide draws from the experiences of the US Centers for Disease Control & Prevention, Kaiser Permanente, and Code for America's GetCalFresh project.

Be Clear and Concise:

Use easy-to-understand language.
Catch the reader’s attention with a compelling lead that puts the most important information first.
Abbreviations are often necessary in a 160-character message, but use them sparingly and stick to commonly understood ones.

Be Action-Oriented:

Have a clear call to action that encourages people to take concrete steps.
Explain why the action is important.
Use strong verbs such as “learn,” “watch,” or “join.”

Be Useful and Relevant:

Send messages tied to current events, seasons, or observance days.
Provide concrete knowledge and additional resources.

Use Web Content as a Source of Material:

News articles, fact sheets, and FAQs are excellent sources of additional material.
Web content has often already been developed, edited, and cleared through the proper channels.
Be sure to rework web content so it makes sense in a text message.

Customize Your Texts:

The CDC asks contacts questions about themselves to better target its messages.
Questions cover age, gender, health condition, the subscriber’s role, and zip code.
Always identify yourself in your texts so your subscribers know who they’re from.

Provide Access to More Information:

Include a phone number or URL in your message so contacts can follow up.
Write phone numbers as digits in a standard format so readers can click to call.

Sample Messages:

"Test your smoke alarms and carbon monoxide detector when u turn your clocks back on Nov 1; replace batteries if needed. Call CDC 800-232-4636 or (website link)"

"Cover cough & sneezes to protect others. Call CDC 800-232-4636 or (website link) for more info. Reply HEALTH QUIT to end."

"Spread the word! Tell friends & family to text 4HEALTH to 87000 to get these weekly H1N1 messages & impt health tips. Call CDC 800-232-4636 or (website link)"

"Thanksgiving is Nat'l Family History Day. Talk to UR family about health conditions that run in UR family. Learn more (website link). CDC 800-232-4636"

3) Kaiser to Roll Out Text Messaging Appointment Reminders (2009), Lessons Learned

Lessons Learned:

Generic appointment reminders are more effective than specific ones. For example, mammogram appointment reminders that named the test had a 2.96 percent unsubscribe rate.
Patients aged 13 to 17 and 18 to 24 have the highest opt-out rates, probably because they know how to opt out.

4) Additional Tips

Don’t leave people to infer what to do. Give them an action they can take, for example: “CalFresh (Food Stamps): You may stop receiving benefits at the end of the month. Questions? Call (555) 555-5555.”
Test your text messages with contacts at least twice before sending them out.