The United States is facing an unprecedented election season. Instead of in-person rallies and speaking slots, campaigns are now entirely online, relying primarily on digital engagement with voters. Never in history have candidates had so many ways of reaching voters directly or indirectly, the most popular—and effective—is text messaging to mobile devices. However, poor execution and disregard for established guidelines could undermine the potency of this channel. In a time when digital isn’t a nice to have but the only connection to the voting populace, getting it wrong will certainly spell disaster.