Introducing A/B testing for SMS
In today’s world where average attention spans are at about 10 seconds, effective communication that gets follower’s engaged in your campaign is more critical (and more tricky) than ever. That’s why we’ve taken the big step of introducing A/B testing for SMS messages. This feature allows digital campaigners to experiment with different copy, links, and merge tags, and access clear analytics to track which combinations deliver the best results.
The ability to test and optimise communications on the fly means that organisations can use more effective messaging to drive engagement from their supporters, ensuring the right message lands with the right people.
The Power of Personalised Conversations
SMS remains one of the most immediate and effective communication tools, allowing organisations to speak directly to supporters in their pocket. Through A/B testing, organisations can refine their approach to ensure that their message is hitting the mark.
For example, a trade union could use A/B testing to experiment with different messaging approaches for engaging members on upcoming ballots. One version of the message might focus on the urgency of voting to secure better wages, while another could highlight the collective power of workers. By tracking the open rates, click-through rates, and engagement, the union can see which messaging resonates most and refine their strategy for greater turnout in future votes.
Driving Engagement, Creating Change
Gone are the days of one-size-fits-all messaging. Through A/B testing, organisations can tailor their content to different segments of their audience, boosting engagement and deepening connections.
A political party might use this feature to test different campaign messages aimed at key voter groups. For example, they could test two versions of a message about healthcare reform: one focusing on the economic benefits of the policy, and the other highlighting personal stories from citizens impacted by the issue. By assessing which approach generates more interest, the party can make sure their campaign messages are crafted to have maximum impact.
For an NGO advocating for climate change action, A/B testing can be used to try out different calls to action—one asking supporters to sign a petition, another directing them to donate to a specific initiative. By testing various approaches, the NGO can optimise its messaging to drive higher levels of support for their environmental campaigns.
Empowering Reps, Simplifying Workflows
One of the biggest advantages of A/B testing is that it puts power in the hands of campaign teams, reps, and organisers, removing the need for complex processes and spreadsheets.
For example, a trade union rep might want to test different ways of encouraging members to attend a local rally. One message could emphasise the impact of worker solidarity, while another might focus on the specific changes that the rally could bring about. The union rep can test both, review the results, and quickly adapt their strategy for maximum impact—all without needing to rely on centralised data teams or manual processes.
Real-Time Reactions for Maximum Impact
Political campaigns, unions, and NGOs often have to respond quickly to developing situations. A/B testing provides the flexibility to test and optimise messaging in real-time.
For example, a political party could react to breaking news, such as a government scandal, by testing two different messages: one calling for resignation, and the other calling for a more thorough investigation. Based on real-time engagement data, the party can see which message resonates most with their base and adjust their strategy as the situation evolves.
Winning Elections and Beyond
A/B testing isn’t just for short-term gains. By continually refining their approach, organisations can build long-lasting relationships with their supporters and drive engagement well beyond election season or campaign periods.
A trade union might use A/B testing not just during bargaining periods but throughout the year, fostering continuous communication with members about workplace issues, upcoming votes, or social justice initiatives. This ensures the union remains in constant touch with its members and able to maintain strong levels of engagement over time.
Similarly, an NGO can use A/B testing throughout its campaigns to ensure its messages are effective at every stage—from initial awareness-building to calls for action and donation requests. Over time, this continual optimisation will lead to a deeper, more engaged supporter base, which is crucial for driving long-term societal change.
The Future of Mobilisation
With Movement’s A/B testing for SMS messages, progressive organisations can drive societal and environmental change with greater precision. Whether a political party is mobilising voters ahead of an election, a trade union is encouraging member participation in a ballot, or an NGO is rallying support for a cause, A/B testing allows them to refine their messaging and optimise engagement.
By enabling real, personalised conversations at scale, Movement empowers organisations to grow their support, mobilise their communities, and win the causes that matter most.
Say goodbye to spreadsheets and guesswork—start testing, refining, and winning today.
If you’d like to talk to us about growing in engagement in your cause then book a call below and we’ll be in touch:
