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Barometer 2022
Discover the key figures and KPIs of SMS A2P
What's the outlook for SMS A2P in 2022? What new trends? How will traffic evolve compared to 2021? How has SMS marketing adapted to health restrictions? What impact has vaccination had on notification via SMS ?
These questions are answered in the third major survey of SMS A2P.
To do this, smsmode© analyzed more than 247 million SMS sent by some 2108 French brands and companies between September 1, 2021 and January 31, 2022.
Sending SMS A2P (Application to Person)
to Person) is a popular practice for brands. Highly effective, it enables them to establish a direct and immediate link with all their contacts.
While brands are always exploring new mobile messaging channels to create new ways of interacting with their customers (WhatsApp Business, RCS, etc.), SMS remains the universal solution. It benefits from total compatibility with the mobile fleet, and new uses continue to develop.
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STUDY SMS A2P 2022
MARKETING OR NOTIFICATION?
The trend begun in 2020 continues into 2021. The number of SMS notifications sent continues to rise (+97% on the previous year). After overtaking marketing last year, notification is now the dominant channel, accounting for the overall increase in the number of mailings (+45.28%).
As for SMS marketing, it remains in line with the previous year (-0.89%). Marketing shipments in 2020 were heavily impacted by containment measures. 2021 was also a quiet year in terms of marketing traffic, probably held back by a health situation that did not allow marketers to carry out large-scale advertising operations.
However, there was a certain rebound at the end of the year, with an anticipation of mailings linked to promotional highlights, such as the approach of Black Friday. Communication campaigns around the sales were larger in 2021, but more spread out over time than in 2020.
WHEN ARE THE SMS SENT ?
As in 2020, the SMS notification 2021 mailings remain evenly distributed over the week. The only difference in 2021 is that Monday is slightly less popular, while all other days of the week are more popular. The peak of mailings is now on Tuesday, and the number of mailings decreases until Sunday.
On the marketing side, Fridays remain the preferred day for marketers to run their promotional campaigns via SMS. But it's Monday that now takes second place, replacing Tuesday, which is clearly down on previous years. Saturday's share is also increasing year on year.
While the wide 8am to 8pm time slot has continued to assert itself year after year as the slot representing the vast majority of mailings (marketing and notifications combined), 2021 is the year in which this time slot reaches a plateau (91.12% of SMS mailings, compared with 91.15% in 2020).
Generally speaking, 2021 sees the morning becoming increasingly popular with companies (33.69% of mailings).
The 10 to 11 a.m. slot continues to be the preferred time of day (+3.29 points on the previous year), and the 11 a.m. to 12 p.m. slot is also gaining ground (+1.76 points). Only the 9-10 a.m. time slot loses 2.64 points.
Deliveries are down year-on-year after 4 p.m. (-1.84 points), probably due to the slowdown in delivery and Click & Collect services.
TO WHICH OPERATORS?
The breakdown of SMS shipments by operator is extremely stable from year to year, in line with their market shares:
Orange (30%), SFR (25%), Bouygues Télécom (20%) and Free (15%). The only slight change is that NRJ Mobile (5%) gains 1.39 points in 2021.
The ramp-up in notification via SMS announced for 2020 actually took place in 2021. While SMS marketing has not returned to pre-pandemic levels, the digitalization of exchanges has been confirmed, and notification has driven growth in SMS A2P as a whole.
The vaccination campaign is clearly a factor in this sharp increase in traffic. Online medical appointment booking platforms have seen an explosion in traffic, multiplying the number of SMS reminders and appointment confirmations.
The SMS OTP (one-time password) has also played a major role in this growth. Having been impacted by the cessation of its use for banking transactions, it is finding a second wind in the multiplication of accounts requiring strong authentication. Connections to cryptocurrency wallets, remotely accessible corporate platforms (with the development of telecommuting), and accounts hosting sensitive data are all new uses involving a strong need for security, to which SMS provides a response.