Most of this series is about the value of texting constituents. This post is the counterweight, because the fastest way to destroy that value is to overuse the channel. An official who texts too much, or about the wrong things, trains constituents to ignore, then opt out. Knowing when not to text is what keeps the program alive.
The channel is a privilege, not a right
A constituent who gives you their number is extending trust: they believe you'll use it for things that matter to them. Every message that doesn't matter spends that trust. Text lands in the same place as messages from family, it's intimate, and intimacy abused becomes intrusion fast. Restraint isn't timidity. It's respect for the privilege of being in someone's pocket.
When to hold back
Don't text when:
- It's not useful to the recipient. If a message serves you more than it serves them, a self-congratulatory update, a padding-the-numbers note, don't send it. Usefulness is the only ticket to the inbox.
- It's the wrong people. A neighborhood-specific update doesn't need to go district-wide. Segment and send only to whom it's relevant. Irrelevance reads as spam.
- It's the wrong hour. Nobody wants a non-emergency government text at 10pm. Respect quiet hours, it's the law for automated messages and simple courtesy for all of them.
- You're near an election on the official channel. Many places restrict officeholder mass communications close to an election, and even where they don't, taxpayer-funded outreach that looks like campaigning is a bad look and sometimes a legal problem. When in doubt, go quiet on the official side and let the campaign do campaign work.
The frequency question
There's no universal number, but the failure mode is almost always too much, not too little. When opt-outs tick up, that's the list telling you to slow down. A good rule: if you're not sure a message is worth sending, it isn't. The official who texts a couple of genuinely useful times a month keeps a healthy, engaged list for years. The one who texts constantly burns it down in a cycle.
Silence as strategy
Counterintuitively, restraint makes the messages you do send land harder. When constituents know you only text when it matters, they read every one. Scarcity is what gives the channel its power. Guard it.
Frequently asked questions
How often is too often for constituent texts?
There's no fixed number, but overuse is the usual failure. Rising opt-out rates are the signal to slow down. A couple of genuinely useful messages a month sustains an engaged list; constant messaging burns it out.
Should officials text near an election?
Be cautious on the official channel. Many jurisdictions restrict officeholder mass communications close to an election, and taxpayer-funded outreach that looks like campaigning is a risk. When in doubt, go quiet officially and let the campaign channel handle campaign work.
Part of a series on constituent texting for elected officials. Informational, not legal advice.
Keep reading: Measuring constituent engagement and the rules for officeholder texting.