INFOGRAPHY
2020 trends in SMS A2P

Almost 49% of SMS sent are SMS notifications.

Notification via SMS is experiencing growth and dynamism based on the service potential of SMS. Indeed, historically dedicated to marketing, the SMS A2P is increasingly becoming a channel of choice for companies to send notifications to their customers(appointment reminder, booking or purchase confirmation, automatic alert, security code, etc.). Whereas in 2017, the prorata was 39% of SMS notification for 61% of SMS marketing (AFMM figures), today it's around 49% for 51%.

 

0 SMS marketing sent on Sundays.

To protect consumers from excessive advertising pressure, SMS marketing is strictly regulated. It is prohibited on Sundays, public holidays and every day between 8pm and 8am.

 

Nearly 62% of SMS pages contain between 121 & 160 characters.

The majority of messages sent by companies are short messages, because the 160-sign limit, beyond which a SMS is considered long, encourages the drafting of punchier messages.

 

9 SMS out of 10 are sent via a customized transmitter.

Sender ID personalization enables brands to be immediately identified by message recipients. This enhanced recognition increases visibility and establishes an immediate bond of trust with their customers and prospects.

 

More than 95% of the SMS sent are delivered.

In other words, more than 95% of messages sent by SMS reach their final target and are read immediately (the average opening time of a SMS is only 1 to 4 minutes - MMAF figures). This level of deliverability is unrivalled by other communication channels. This makes SMS A2P an ideal distribution channel, particularly suited to real-time communications.

 

0.13% unsubscription.

The low unsubscribe rate observed on SMS A2P campaigns reflects the quality of the targeting carried out on this lever. STOP SMS is historically a simple, reliable and functional means of unsubscribing. People who don't want to receive advertising messages can use it to exercise their right to object simply, free of charge and at any time. One might therefore expect a higher opt-out rate. However, sending SMS has a not inconsiderable cost, so brands that use it generally clean their databases of opt-outs and expired numbers after each mailing to considerably reduce unsolicited messages.