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smsmode© white papers

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Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

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BAROMETER 2022

 

How will businesses use SMS in 2022?

What dynamics for the A2P SMS in 2022? What new trends? What is the evolution of traffic compared to 2021? How has SMS marketing adapted to health restrictions? What impact will vaccination have on SMS notification?

These questions are answered in this third major survey on the A2P SMS.

To do this, smsmode© analysed more than 247 million SMS sent by some 2108 French brands and companies between 1 September 2021 and 31 January 2022.

The sending of A2P (Application to Person) SMS
(Application to Person) is a practice that is very popular with brands. It is a very effective way 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 is fully compatible with the mobile fleet and new uses continue to develop.

SMS A2P 2022 Barometer

Download our free 2022 barometer:

by filling in this form:

The personal data collected by CALADE TECHNOLOGIES is processed by computer. This process is specially designed to satisfy your requests. The treatment is based on your consent. Only CALADE TECHNOLOGIES team and our DPO have access to your data. This data is stored as long as needed to provide you with our services and to operate our business. At the end of our contractual relationship, the data will be kept for a 3 years period from our last contact, then archived for a 5 years max. duration. In accordance with the system currently in force, you are entitled to access, rectify, erase and limit your personal data. You are entitled to set the guidelines of this data after your death, to make an administrative appeal to a supervisory authority. For more informations, you can also join us at dpo(at)smsmode.com

SMS A2P 2022 STUDY

 


MARKETING OR NOTIFICATION?

The trend that began in 2020 continues to be confirmed in 2021. The number of SMS notifications sent continues to grow (+97% compared to the previous year). After overtaking marketing last year, notification is now the dominant channel, accounting for the overall increase in the number of messages sent (+45.28%) .

SMS marketing remains on the same dynamic as the previous year (-0.89%). Marketing mailings in 2020 were strongly impacted by the containment measures. 2021 will also have been a quiet year in terms of marketing traffic, probably slowed down 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 more important in 2021, but more spread out over time than in 2020.

number of sms per daysms marketing vs sms notification

WHEN ARE THE SMS SENT ?

As in 2020, SMS notification in 2021 remains evenly spread over the week. The only difference in 2021 is that Monday is slightly less popular and all other days of the week are more popular. The peak of sending is now on Tuesday and a decrease in the number of sendings takes place until Sunday.
On the marketing side, Fridays remain the favourite day for marketers to run their promotional campaigns via SMS. But it is Monday that now takes second place, replacing Tuesday, which is clearly decreasing compared to previous years. Saturday's share is also increasing year on year.

Percentage of sms per day


If the wide time slot from 8am to 8pm has been asserting itself year after year as the time slot representing the vast majority of sendings (marketing and notifications combined), 2021 is the year where this time slot reaches a kind of plateau (91.12% of SMS sent, against 91.15% in 2020).
In general, 2021 sees the morning becoming increasingly popular with businesses (33.69% of sends).

The 10am-11am time slot continues to be the preferred sending time (+3.29 points compared to the previous year), and the 11am-12am time slot is also gaining ground (+1.76 points). Only the 9-10 a.m. time slot loses 2.64 points.
Shipments are down after 4pm compared to last year (-1.84 points), probably due to the deceleration of delivery services and Click and Collect.

distribution of sms sending by hour

TO WHICH OPERATORS?

distribution of sms dispatch by operator

The distribution of SMS sent by operators is extremely stable from year to year, in line with their market shares:
Orange (30%), SFR (25%), Bouygues Telecom (20%) and Free (15%). The only slight change is that NRJ Mobile (5%) gains 1.39 points in 2021.

The rise of SMS notification announced in 2020 has indeed taken place in 2021. While SMS marketing has not returned to its pre-pandemic level, the digitalisation of exchanges has been confirmed and notification has driven the growth of A2P SMS as a whole.

The vaccination campaign is obviously not unrelated to this sharp increase in traffic. Online medical appointment booking platforms have seen an explosion in the number of SMS reminders and confirmations of appointments.

The SMS OTP (one-time password) has also played a major role in this growth. It had been impacted by the cessation of its use for banking transactions, but is finding a second wind in the multiplication of accounts requiring strong authentication. Connection to cryptocurrency wallets, remotely accessible company platforms (with the development of teleworking), or accounts hosting sensitive data are all new uses involving a strong need for security, to which the SMS provides a response.

smsmode© white papers

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Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

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BAROMETER 2021

How will companies use SMS in 2021?

What are the trends in 2021 concerning the use, sending habits and content of A2P mobile messaging? How will this evolve in comparison to 2020? What impact has the Covid-19 crisis had on mobile marketing?

Sending A2P (Application to Person) SMS messages is a popular practice for brands. Highly effective, it allows them to establish a direct and immediate link with their contacts.
While new messaging channels (RCS, WhatsApp Business, etc.) are arriving on the A2P mobile messaging market, SMS retains its supremacy as the preferred mobile communication medium for brands to communicate with their customers and contacts, directly on their mobile.

To establish this second major survey dedicated to A2P SMS, smsmode© analysed more than 170 million SMS sent by some 1917 French brands and companies between1 September 2020 and 31 January 2021.

SMS barometer A2P 2021

SMS STUDY A2P 2021

MARKETING OR NOTIFICATION?

The number of SMS notifications sent was higher (58.34%) than the number of advertising SMS (41.65%). 2020 is thus the first year in which SMS notification has become the main use of A2P SMS and has dethroned advertising SMS, the historical use of this communication channel by companies.

Despite the health situation related to COVID-19, the volumes of A2P SMS sent remained stable (+0.16% compared to the previous year). It should also be noted that COVID-19 had little influence on notification mailings. On the other hand, marketing mailings were dependent on containment measures (-21% over the period from 1 to 20 November 2020 compared to the previous year).
SMS marketing operations linked to major promotional events (Black Friday 2020 or the winter sales 2021), both postponed due to the health situation, were largely less impacted and suffered a decrease in sending volume of "only" -7%.

breakdown of SMS per day and per use
Distribution of SMS Marketing / Notification

WHEN ARE THE SMS SENT ?

In terms of sending habits, there are no major changes compared to our previous study in terms of variations in notification traffic over the week: SMS notification sending is done in a decrescendo from Monday to Friday with a strengthening of sending at the beginning of the week.
On the other hand, on the advertising side, in 2020, marketers preferred Tuesdays and Fridays (and to a lesser extent Mondays) to carry out their promotional campaigns by SMS, a real change compared to last year when Thursday was the day preferred by marketers to carry out their campaigns.

distribution of shipments according to days of the week

As for the sending hours favoured by companies, SMS operations (marketing & notification combined) are still mainly - and this trend is increasing year after year - carried out throughout the wide 8am to 8pm time slot (representing 91.15% of SMS sent).
Two trends can be noticed :
- a shift in sending preferences towards the morning, and more specifically between 9am and 12pm (+4.1 points over 1 year), the time slot where delivery notifications are sent, a booming sector that is increasingly using the SMS channel,
- an increase in the number of messages sent at the end of the day, from 6pm to 8pm (+2.3 points compared to the previous year) which reveals the rise of Click and Collect and meal delivery services traditionally using this time to send their notification messages.

distribution of SMS by time of sending

TO WHICH OPERATORS?

distribution of A2P SMS by operator

There was also little change in the distribution by French mobile network. The ranking of operators receiving A2P SMS campaigns is therefore composed of : Orange (31.38%), SFR (24.87%), Bouygues Telecom (20.37%) and Free (17.89%) and is consistent with their respective market shares.

WHAT CONTENT FOR A2P SMS?

The content of SMS campaigns conducted in 2020 is 160 characters or less - i.e. 1 SMS per message - in the vast majority of cases (73%).
As for the evolution compared to the previous year, we can note both a tendency towards shorter and shorter messages (+1 point increase for SMS with between 80 and 120 characters), and, at the same time, a rise in long and detailed messages (+2.6 points for messages of more than 160 characters over 1 year).

number of characters in A2P SMS messages

SMS A2P and Sender ID

At the same time, there has been a drop in the use of personalised callers (- 2.3 points in 1 year). This underlying trend corresponds to the development of ShortCodes (or short numbers) dedicated to a brand. Indeed, to face the growing use of fraudulent personalised senders, more and more advertisers are using a dedicated short code as a protection against smishing (phishing by SMS).

WHAT PERFORMANCE?

SMS A2P return code

In terms of performance indicators, SMS confirms study after study that it is a very effective communication channel. With a deliverability rate of nearly 95% and an unsubscribe rate (Opt-out or STOP SMS) of 0.11%, it is a powerful lever for marketing strategies, and thanks to its performance, it is an indispensable channel for mobile communications.

This year, 2021, sees the rise of SMS notification. Reflecting a latent trend that we have been observing for several years, the surge in informative messages can be explained in part by the transformation and digitalisation of the economy, of which the crisis linked to Covid-19 will ultimately have only been an accelerator.

The very gradual arrival of new mobile messaging channels (WhatsApp Business or RCS) should not disrupt this growth in the coming months. Reserved for notification - and in addition to conversational commerce messages for RCS - these new channels are building strategies that place highly targeted and interactive One-to-One communications at the centre. All in all, these practices foreshadow the mobile marketing of the future.

smsmode© white papers

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Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

Our free downloadable white paper will help you discover the new mobile messaging channels and the new opportunities they offer for your communication.

PDF AVAILABLE IN ENGLISH, FRENCH AND SPANISH

FREE WHITE PAPER


WHATSAPP BUSINESS, RCS AND OTHERS.
New A2P mobile messaging channels
for your business

SMS has been an established part of the A2P (Application to Person) mobile messaging landscape for 15 to 20 years now. And now new formats are suddenly coming to the fore. Between those that are already established in the panel of communication tools(push notification and WhatsApp Business API) and those thatarrive on the market(RCS and Verified SMS).

In a context where the use of instant messaging by individuals is exploding, this new market that is opening up for companies is synonymous with new opportunities to get in touch with their customers. And companies have understood this.

Indeed,aware of the stakes and the potential offered by these new channels, companies' expectations are high. The first French companies are now beginning to use these new channels in their omnichannel strategies and are beginning to see initial feedback.

Through this new smsmode© white paper, we have drawn up a complete panorama of these new channels... so that you can then opt for the best support.

mobile messaging white paper: RCS, WhatsApp Business and others

Free Download our White paper:

 

Our white paper "WhatsApp Business, RCS and the rest. New A2P Mobile Messaging Channels for Your Business" is downloadable by filling out this form :

The personal data collected by CALADE TECHNOLOGIES is processed by computer. This process is specially designed to satisfy your requests. The treatment is based on your consent. Only CALADE TECHNOLOGIES team and our DPO have access to your data. This data is stored as long as needed to provide you with our services and to operate our business. At the end of our contractual relationship, the data will be kept for a 3 years period from our last contact, then archived for a 5 years max. duration. In accordance with the system currently in force, you are entitled to access, rectify, erase and limit your personal data. You are entitled to set the guidelines of this data after your death, to make an administrative appeal to a supervisory authority. For more informations, you can also join us at dpo(at)smsmode.com

Through the 28 pages of this white paper, discover the functionalities offered by each of these new channels, their features, their compatibilities and their potential.

CONTENT PAGE

TREND

3 pillars: multimedia, conversation and security

PRODUCT SHEET

WhatsApp Business

PRODUCT SHEET

RCS - Rich Communications Services

PRODUCT SHEET

Verified SMS

PRODUCT SHEET

Push notification

A2P MOBILE CHANNEL COMPARISON

Summary of available features

smsmode© white papers

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Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

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STUDY 2020

How will businesses use SMS in 2020?

Our A2P 2020 SMS study highlights, identifies and provides insight into 2020 trends in usage, sending patterns, content and other significant issues in A2P mobile messaging.

A2P SMS (also known as Business SMS) remains an essential and unavoidable mobile interaction channel between businesses and their customers.
On the eve of its 30th anniversary, SMS remains an essential mobile communication channel. While the number of P2P SMS (between 2 people) exchanged is decreasing, A2P SMS continues to grow... and therefore to be a powerful medium in the mobile communication landscape.

To establish this study, smsmode© collected a vast set of data. More than 83 million SMS sent by some 1299 brands and companies from 15 October 2019 to 14 January 2020 were analysed.

SMS A2P 2020 study

SMS STUDY A2P 2020

MARKETING OR NOTIFICATION?

With nearly 65,000 SMS sent per month and per advertiser, the use of A2P SMS is a practice that is well established among marketing professionals.
Almost as many SMS notifications (48.73%) as advertising SMS (51.27%) were sent by companies. A more recent use in SMS communication, SMS notification is therefore on the way to dethroning SMS advertising and becoming the main use of A2P SMS.


However, these two uses of SMS deserve to be differentiated as their uses are so far apart. As a one-to-one informative communication, the volumes of notifications by SMS vary little over the weeks. On the other hand, and without surprise one could say, advertising by SMS is strongly punctuated by periods of commercial animations (sales, Black Friday, period before Christmas, etc.) during which one counts an advertising pressure 3 times higher than during a period without notable commercial activity.

WHEN ARE THE SMS SENT ?

In terms of sending habits, the beginning of the week (Monday and Tuesday) is more conducive to sending SMS notifications. Nevertheless, we can observe that notification traffic remains fairly steady until Friday and quite high at the weekend (especially on Sunday when Monday's appointment reminders are sent).

On the other hand, as far as advertising is concerned, marketers clearly prefer Thursdays to carry out their promotional campaigns by SMS (+52.20% of traffic observed on the marketing channel compared to Monday, Tuesday, Wednesday or even Friday).

Concerning now the question of the sending time. The times of day chosen by companies to carry out their SMS operations - marketing & notification combined - are quite extensive and cover the wide time range from 8am to 8pm: 93.76% of SMS are sent during this period.

There is a slight preference for the late morning and early afternoon - 51.91% of SMS are sent during this period - with a small peak in the early afternoon(between 1pm and 3pm) and sustained activity in the late morning between 10am and 1pm.

TO WHICH OPERATORS?

distribution of A2P SMS by operator

The breakdown by mobile network operator in mainland France of A2P SMS campaigns is consistent with their respective market shares .

The Top 4 operators are therefore composed of : Orange (32.91%), SFR (26.32%), Bouygues Télécom (19.37%) and Free (18.12%).

WHAT CONTENT FOR A2P SMS?

Our analysis shows that the technical constraints and possibilities of SMS - as well as their optimisations - are quite well used by communication professionals.
The personalization of the Sender ID or personalized sender is well known and well used by professionals. More than 9 out of 10 SMS are sent with this functionality.

number of characters in A2P SMS messages

SMS A2P and Sender ID

At the same time, the content of 3 out of 4 SMS messages contains 160 characters or less. In other words, they are optimised messages and take into account the character limit of the SMS. Amongst the so-called long messages, we note that 20% of SMS messages exceed the 160 character limit by a few characters limit (up to 40 characters more), which could be considered undesirable.

WHAT PERFORMANCE?

SMS A2P return code

unsubscribe & interaction in SMS A2P

Unsurprisingly, the key performance indicators of SMS (message delivery, unsubscribe and error rates) show very good results and are consistent with the various studies conducted on the subject. With more than 95% of messages received by recipients, and a very low error rate, the attractiveness of SMS marketing is partly explained by a deliverability unmatched by other communication channels. This is perhaps the most important indicator and explanation of its longevity.

The interactions measured with the data from our study correspond to the number of SMS sent by the final recipients in response to SMS sent with a short number. This engagement rate of 9.35% is already honourable considering that it does not take into account clicks on links that may appear in these messages, nor any other return to the physical or virtual shop (drive to store).

It should be noted that the new opportunities in terms of SMS (notably Rich SMS and the preview functionality) will make SMS much more visual, interactive and therefore attractive. Undoubtedly, the performance of the SMS channel will therefore evolve in 2020. To be continued...

smsmode© white papers

Free white papers
& free studies

Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

Download free of charge, our white paper will let you discover the 9 cases of application of the informative SMS to be integrated in your communication.

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FREE WHITE PAPER


9 marketing action sheets
around the information SMS

The mobile channel has the clear advantage of being able to disseminate relevant information in an individualised, personalised and personal manner, all in real time... which certainly positions the mobile as the number one channel for customer relations! Customer follow-up, security, distribution of alerts or information, etc.; there are as many possible uses of relational communication as there are needs in terms of direct marketing.

But in which cases should you use informative SMS?
What tools and functionalities are available? And what are the strengths and precautions to respect in the communication plan?

Through this white paper, which includes 9 simple, clear and easily applicable action sheets, we wanted to offer you a complete and exhaustive overview of the potential of SMS used for information purposes. The ideas and advice we share are the result of proven experience and can be easily and effectively integrated into yourcustomer relations improvement process.

Informative SMS White Paper

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Our white paper "How to develop and implement a communication by SMS? The informative SMS through 9 action sheets" of 44 pages of advice on mobile marketing, can be downloaded by filling in this form:

The personal data collected by CALADE TECHNOLOGIES is processed by computer. This process is specially designed to satisfy your requests. The treatment is based on your consent. Only CALADE TECHNOLOGIES team and our DPO have access to your data. This data is stored as long as needed to provide you with our services and to operate our business. At the end of our contractual relationship, the data will be kept for a 3 years period from our last contact, then archived for a 5 years max. duration. In accordance with the system currently in force, you are entitled to access, rectify, erase and limit your personal data. You are entitled to set the guidelines of this data after your death, to make an administrative appeal to a supervisory authority. For more informations, you can also join us at dpo(at)smsmode.com

Through 9 action cards around the informative SMS grouping each of many practical tips and tricks, explore all the possibilities offered by the SMS for sending information and notifications on mobile.

Table of Contents

Action Sheet No. 1

Inform each step of the customer path

Action Sheet No. 2

Remind
appointments

Action Sheet No. 3

Confirming
reservations

Action Sheet No. 4

Set up automatic
automatic alerts

Action Sheet No. 5

Improve
safety

Action Sheet No. 6

Communicating in
times of crisis

Action Sheet No. 7

Staying in touch
with your customers

Action Sheet No. 8

Communicate
internally

Action Sheet No. 9

Enable subscription to
to a mailing list

smsmode© white papers

Free white papers
& free studies

Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

Downloadable free of charge, our white paper will help you discover the 4 cases of application of SMS advertising to be integrated into your communication.

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FREE WHITE PAPER


4 marketing action sheets
on SMS advertising....

The mobile phone is today an essential link in digital advertising and one of the main channels of interaction between a brand or a company and its customers. Even if it must be used with care, the mobile phone remains a highly effective promotional tool. And in this respect, SMS has a prime position; integrated in multichannel and cross-channel strategies, it offers the advantage of very high potential campaigns.

But what are the possibilities offered by SMS advertising?
For what purpose? And how can you integrate it into your communication plan?

This white paper contains 4 simple, clear and easily applicable action sheets, giving you all the keys and tips for each application of SMS marketing. So many possibilities for SMS advertising that you can then adopt and adapt to your communication and your sector of activity to ultimately improve the performance of your mobile communications.

SMS White Paper Advertising

Free Download our White paper:

 

Our white paper "How to develop and implement a communication by SMS? SMS advertising through 4 action sheets" of 24 pages of advice on mobile marketing, can be downloaded by filling in this form:

The personal data collected by CALADE TECHNOLOGIES is processed by computer. This process is specially designed to satisfy your requests. The treatment is based on your consent. Only CALADE TECHNOLOGIES team and our DPO have access to your data. This data is stored as long as needed to provide you with our services and to operate our business. At the end of our contractual relationship, the data will be kept for a 3 years period from our last contact, then archived for a 5 years max. duration. In accordance with the system currently in force, you are entitled to access, rectify, erase and limit your personal data. You are entitled to set the guidelines of this data after your death, to make an administrative appeal to a supervisory authority. For more informations, you can also join us at dpo(at)smsmode.com

Through 4 action sheets on SMS advertising, each containing many practical tips and tricks, explore all the possibilities offered by SMS in the implementation of commercial actions and promotions on mobile phones.

Table of Contents

Action Sheet No. 1

Disseminate promotional
promotional offers

Action Sheet No. 2

Send birthday
birthday messages

Action Sheet No. 3

Set up a
loyalty programme

Action Sheet No. 4

Create and run
events

smsmode© white papers

Free white papers
& free studies

Through our white papers and studies, discover expert advice on how to master SMS sending and optimise the use of SMS in your communication.

Download free of charge, our white paper will let you discover the 10 best practices essential to carry out your marketing campaigns via SMS.

PDF AVAILABLE IN ENGLISH, FRENCH AND SPANISH

FREE WHITE PAPER


10 good SMS practices to carry out a successful SMS campaign!

SMS has become an integral part of our daily lives: short and accessible, it is also practical and fast, to the point that it has found its place in mobile marketing. Today, more and more companies and brands are using this mobile medium. The acceptance and efficiency it has shown (read rate higher than 90%, fast opening time, etc.) give it legitimacy and real assets in a marketing and customer relationship strategy, compared to emailing or traditional advertising media.

But how to succeed in mobile SMS communication?
What are the basic principles to respect and implement to improve your SMS campaigns?

Through this white paper, which includes 10 practical sheets on SMS best practices and numerous methods and concrete advice illustrated with examples, you will have all the keys to take full advantage of the potential of SMS in mobile communication. It will allow the novice as well as the marketing professional to deploy or improve their SMS campaigns.

Good SMS practices

Free Download our White paper:

 

Our white paper "10 best practices for running an SMS campaign ", with 16 pages of mobile marketing tips, can be downloaded by filling in this form:

The personal data collected by CALADE TECHNOLOGIES is processed by computer. This process is specially designed to satisfy your requests. The treatment is based on your consent. Only CALADE TECHNOLOGIES team and our DPO have access to your data. This data is stored as long as needed to provide you with our services and to operate our business. At the end of our contractual relationship, the data will be kept for a 3 years period from our last contact, then archived for a 5 years max. duration. In accordance with the system currently in force, you are entitled to access, rectify, erase and limit your personal data. You are entitled to set the guidelines of this data after your death, to make an administrative appeal to a supervisory authority. For more informations, you can also join us at dpo(at)smsmode.com

Through 10 good SMS practices that bring together many practical tips, improve your SMS campaigns

1- Build your customer Database

2- Identify yourself in a clear and accurate way

3- Find the right hook

4- The background... and form

5- Suggest a way to interact

6- Personalize your campaigns

7- Find the appropriate time

8- Test your campaigns

9- Comply with your legal obligations

10- Quantify the impact of your campaigns