Optimizing Messages: Clarity, Tone, and Tips for High Completion Rates

1. Use simple words and short sentences.
2. Put the most important information first.
3. Avoid unnecessary details—especially in the first message.
4. Use abbreviations only when needed, and only if they are widely understood by your audience.

[CAPTURE: Send Message node showing a short, clear message where the key info appears in the first line.]

Your contact should never guess what to do next.

1. Include a clear next step, like:
   • “Reply 1 for Yes, 2 for No”
   • “Reply with your district name”
   • “Click the link to register”
2. Explain why the action matters when it’s not obvious.
3. Use strong verbs (example: reply, check, confirm, learn, join).

[CAPTURE: A question message that includes explicit reply instructions and a short reason why it matters.]

Good messaging is timely and purposeful.

1. Tie messages to:
   • A known deadline or appointment
   • A season or local event
   • A relevant program milestone (registration, follow-up, renewal)
2. Deliver one clear point per message.
3. Provide a resource when needed (phone number, help keyword, URL).

[CAPTURE: Example reminder message with a clear purpose, a short instruction, and a support contact.]

You can reuse existing materials (FAQs, fact sheets, help pages), but you must rewrite them for messaging.

1. Extract the single key idea.
2. Convert it into a short message that fits your channel.
3. Add one call to action (reply, call, click, confirm).
4. Link to a longer resource only when necessary.

[CAPTURE: A long paragraph rewritten into a short 2–3 line message + a URL.]

Personalized messages feel more human and can improve engagement.

1. Ask a few key profiling questions early (only what you need), such as:
   • Age group
   • Location (district/region)
   • Role (patient, health worker, caregiver, etc.)
2. Use variables to personalize content, for example:
   • @contact.first_name
   • @contact.district
3. Segment messages using groups or fields so people receive only what is relevant.

[CAPTURE: Send Message node showing a personalized message using @contact.first_name.]

Contacts should always know who the message is from.

1. In the first message (and in broadcasts), include your program name, organization, or service identity.
2. Keep it short, for example:
   • “RapidPro.app – Health Alerts:”
   • “MOH Hotline:”
   • “School Program:”

[CAPTURE: First message that starts with a clear sender identity label.]

Support and opt-out options build trust and meet compliance expectations.

1. Include help guidance:
   • “Reply HELP for support” (or provide a support number)
2. Include opt-out guidance when required:
   • “Reply STOP to opt out”
3. Keep it consistent across programs and languages.

[CAPTURE: A first message including STOP and HELP instructions at the end.]

Certain message types can increase opt-outs or reduce trust.

1. For appointment reminders, consider whether being too specific could feel intrusive.
2. Use neutral wording when appropriate:
   • “You have an appointment tomorrow at 10:00.”
   • Instead of “Your HIV test appointment is tomorrow at 10:00.”
3. Choose privacy-first language for health, protection, or grievance contexts.

Testing avoids confusion and prevents bad broadcasts.

1. Test all flows and messages in the simulator.
2. Test on real devices and channels if possible (SMS/WhatsApp formatting can differ).
3. Run at least two rounds of review:
   • Internal team review (logic + tone)
   • Pilot with a small user group (real contact behavior)

[CAPTURE: Simulator panel showing a flow test with messages and the action log.]