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...