May 15, 2024 - 3 min read
The SMS delivery rate: improving deliverability
Romain Didelot
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Introduction
The SMS delivery rate is a key key performance indicator which measures the percentage of SMS sent that are actually received by recipients. It is an essential criterion for evaluating the effectiveness of a SMS campaign, as it reflects the quality of your database and SMS routing. The importance of the delivery rate is undeniable: SMS is favored for its speed and deliverability, but to take advantage of this, you need to ensure that the SMS sent reach their target. Discover the factors that influence the SMS delivery rate, the delivery rate you can expect, and best practices for improving it.
How deliverable is SMS ?
Define the delivery rate SMS :
The SMS delivery rate is the percentage of SMS sent that are actually received by recipients. (SMS received/ SMS sent X 100)
The delivery rate of a campaign SMS is generally very high, as SMS is a direct, fast and reliable communication channel. According to a study by YoomWeb, the average SMS delivery rate is 98%, which means that almost all SMS sent reach their destination. However, certain criteria can have an impact on the deliverability of SMS , such as the quality of the contact database and message content. So what delivery rate can we expect? And how does it compare with other communication channels?
Comparison of delivery rates with other communication channels
The deliverability of SMS is far superior to that of other communication channels, such as email or social networks. For example, the average email delivery rate is 85%, while the organic reach of Facebook publications is 5.5%. SMS offers an undeniable competitive advantage when it comes to effectively reaching your target audience.
The delivery rate at smsmode©
To improve the delivery rate SMS, you need to use a trusted SMS service provider with a reliable technical infrastructure, optimal network coverage, compliance with legal standards and responsive customer service.
smsmodeis connected directly to telecom operators. Beyond the fact that this connection allows us to benefit from better rates and greater security, it means that once we've sent a SMS to an operator, it's their responsibility to deliver it. Of course, actual deliverability depends on a number of factors:
- the phone number must be valid
- the phone must be in a network coverage area (working antenna)
- the user's SMS inbox must not be full
- Etc.
We ensure the delivery of 100% of SMS to functional numbers to the operators responsible for delivery. While we cannot guarantee a fixed delivery rate due to the factors mentioned, we do ensure that every SMS with a functional number is delivered to the relevant operator holding the number.
By way of information, our customers who send critical and solicited SMS very often have reception rates in excess of 99%.
The platform smsmode© poster the rate of successfully delivered messages (as well as quantities), but also the various possible errors for undelivered messages. There are different types of error reported by operators. Whether permanent or temporary, they are all reported via a DLR (Delivery Receipt) that you receive via API and on your customer area. This information is used to optimize routing and the quality of the telephone numbers in your database.
Factors influencing the delivery rate SMS
The SMS delivery rate depends on several factors, which can be grouped into two categories: database quality and message content.
Database quality
The quality of the database is primordial to ensure good delivery rate SMS. Telephone numbers erroneous, obsolete Yes inactive will not be able to receive SMS. It is therefore important to check regularly the validity of telephone numbers delete duplicatesto respect unsubscriptions and segment contacts according to their preferences and behaviors. A qualified database enables you to reduce shipping costs, d'increase delivery rates SMS and customer loyalty. At smsmode©The system automatically deletes duplicates and manages unsubscribes.
Message content
Message content is also a key factor in optimizing delivery rates SMS. Telecom operators may block or filter certain messages depending on their content, particularly if they are considered spam. It is therefore important to follow the rules for writing a professional SMS and avoid words or expressions that could be considered spam. Among the elements considered as SPAM are the abuse of capital letters and special characters, aggressive commercial terms, suspicious links as well as keywords linked to banks, government agencies or paid platforms (if the sender is not listed as such).
In short, write messages that are clear, concise, personalized and motivating. This will boost your deliverability and reinforce your brand image. You'll not only arouse customer interest, but also boost the open and conversion rates of SMS.
Personalizing SMS messages (name, city, etc.) can considerably increase impact. Don't hesitate to include links to your website, social networks or video content to enrich your message.
Find inspiration at SMS .
smsmode© gives you a few tips to get you started, with the right example for each SMS category.
How to improve the deliverability of SMS
Use a trusted SMS service provider
Your SMS service provider is responsible for the delivery of SMS. So you need to be sure of your supplier's quality of service and compliance. Ask about the routes used, and make sure the price is consistent. Neither too high (which could mean that the provider is outsourcing SMS) nor too low (which could mean that the provider is using SIM cards and has no carrier connection). A trusted SMS service provider ensures quality routing, fast delivery and real-time tracking of shipments.
Database cleanup
Database cleanup is an essential step in improving the delivery rate SMS. All Base phone numbers must be valid, up-to-date and active. Respect recipients' consent, by offering them an easy unsubscribe option and deleting unsubscribed numbers. Regular database cleansing reduces mailing costs, avoids delivery errors and optimizes the quality of your mailings. the ROI of SMS. With smsmode©duplicate numbers are automatically deleted, as are those that return a SMS STOP message.
Optimize mailing costs SMS with an opt-in and active base
smsmode© gives you the keys to starting your SMS campaigns on the right foot and keeping your database active over time.
Database cleanup
As explained above, make sure your message is clear, concise and personalized. Avoid words or expressions that could be considered spam by operators or recipients. What's more, a well-written message has an impact on other indicators such as brand image, loyalty, open rate and conversion rate.
Conclusion
The delivery rate SMS is the first performance indicator to monitor when evaluating the effectiveness of a SMS campaign. It is therefore important to know it and compare it to other communication channels, as well as between different platforms SMS. Maximize your deliverability by following best practices to generate a high return on investment, a high open rate, a significant click-through rate and an optimal conversion rate.
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