SMS Deliverability - Definition and Importance

Text messaging has been a tremendous help to corporations. According to research, customers who get text messages have a 40% higher conversion rate than those who don’t. SMS customer care is expected to be offered in 61% of business centers in 2016. And for users, SMS marketing has provided excellent returns on investment.

However, to get the benefits of your SMS campaign, ensure that your messages reach their intended recipients: your consumers. But not every text arrives at its destination. And to assess the effectiveness of an SMS campaign, the notion of deliverability was devised. The percent delivery refers to how many messages were delivered to clients’ phones.

This article will help you understand SMS deliverability and its importance to SMS marketing campaigns.

What is SMS Deliverability?

The SMS deliverability process gets your text message into your subscriber’s inbox. It’s represented as a proportion of all the SMS messages you send. High deliverability rates show that your communications have arrived at their intended destination and are successfully delivered.

SMS is monitored by wireless service providers to avoid spam. When they identify an outgoing SMS message as spam, they will prevent it from reaching the recipient’s phone.

It will affect the deliverability rates of your SMS messages and can even result in your telephone number being blacklisted.

What are the Common Causes of Text Message Delivery Failure?

Text Message Delivery Failure

There are many reasons why SMS messages fail to deliver. Here are some of the most common causes:

1. Telecommunications Networks and Carriers

Network carriers filter out messages that look like spam. So even if it is not a spam message, there is a high probability that it will not be delivered to the recipient.

To avoid this from happening, you can implement the following strategies:

  • Improve your message and avoid composing spammy text messages. Ensure that you are not using alphanumeric sender IDs.
  • You could run a marketing campaign and send messages to your entire customer list. Keep in mind that identical communications often result in spam alarms. To avoid being classified as spam, break the messages into multiple groups with different content and body messaging.
  • Change the sender ID. Some carriers will block messages with the same ID. To avoid this, create many distinct numerical sender IDs and employ a technique that changes them unpredictably to keep everyone from receiving a message from the same number.
  • Include opt-out instructions. If customers are unaware of how to stop receiving your SMS message, they’re more likely to be marked as spam. Ensure you provide clear opt-out instructions to enhance your reputation and avoid being labeled as spam.

2. Invalid Numbers or Information

Another reason why message deliverability fails is because of an invalid number or information that you have. Clients may transfer from one carrier to another without changing their phone numbers. It is helpful for the client, but there are drawbacks.

If your communications worked well with one carrier, the new provider might decide they’re spam and stop delivering them. The client is unlikely to know that this is happening and believes you have stopped sending them.

You can get around this by performing a network look-up on your client list, but it might be time-consuming and expensive. Some carriers don’t allow it, making the job even more difficult. Unfortunately, if your client was rejected because of carrier limitations, you will have difficulty regaining the previous degree of message deliverability.

3. SMS API Provider

SMS API providers are not created equal, and some will have better deliverability rates than others.

Additionally, SMS API affects the delivery of messages in multiple ways. The provider may not have a good reputation with carriers, or they may use an outdated system.

The best way to verify SMS API providers is by checking online reviews and user experiences.

If you’re having trouble with message delivery, it might be time to consider changing your SMS API provider. Research different options and compare their features to find the best one for your needs.

4. SMS Gateway

An SMS gateway is a platform that sends and receives text messages on your behalf. Choosing a reliable gateway with an excellent reputation is essential to ensure high message deliverability rates.

There are many SMS gateways to choose from, so take the time to research your options and select the best one for your needs.

5. End-Device Level Errors and Exceptions

End-device level errors and exceptions are another common reason for text message delivery failure.

There are many types of end-device errors, but some of the most common include:

  • Invalid numbers
  • Number of portability issues
  • Spam filters
  • Full inbox
  • The phone is roaming
  • The mobile unit is turned off
  • The phone is disconnected
  • It is a landline number, and it cannot receive text messages

In some cases, the devices are working perfectly, but there might be an error in the numbers inputted. Be sure to include international codes and check them for the correct format if sending messages internationally.

Also, languages are another issue to SMS deliverability. There are messages in different alphabets, such as Chinese and Arabic, that a mobile device does not support. It will show up incorrectly and may even be marked as spam.

What is the importance of SMS Deliverability in SMS Marketing?

The importance of SMS Deliverability in SMS Marketing cannot be understated. SMS marketing is a powerful tool that can reach a large audience at a low cost, but only if the messages are delivered successfully. Here are three reasons why high SMS deliverability is essential in an SMS marketing campaign:

  • Reach customers at the right time: Every business and customer is unique, and what works for one may not be suitable for another. You need to implement the best practices in SMS to consistently reach your audience through messages that matter without delays or failed deliveries.
  • Send Messages Internationally: Ensuring the deliverability of messages means that you can reach out to audiences even if they are located in other countries. It is essential for businesses that want to expand their customer base or for those that have international clients.
  • Maintain a high response rate: One of the most critical metrics in SMS marketing is the response rate. This measures how often customers take action after receiving an SMS message, and a high response rate is essential for a successful campaign.

If messages are not delivered, or if they’re delivered late, your campaign will be less effective, and you may even damage your reputation. SMS Deliverability is therefore essential to the success of your SMS marketing campaign.

What is The Message Deliverability Equation?

The Message Deliverability Equation is a simple formula that can help you improve SMS deliverability. The equation takes the number of Opt-ins, the number of bounces, the number of unsubscribes, and the number of complaints to calculate your deliverability rate.

This formula is a valuable tool to track the performance of your SMS marketing campaign and change to improve deliverability.

There is no magic formula for determining how long it takes to achieve an acceptable level of SMS deliverability. You can keep track of delivery rates regularly, monthly or quarterly basis.

To determine deliverability, you can use the equation below:

(Total messages delivered / Total messages sent) x 100

Using an SMS marketing platform like JookSMS, the SMS delivery rate will be easily accessible on your dashboard.

It’s important to note that the quantity of messages sent isn’t considered. It simply assesses how many intended messages were delivered in a certain period.

How to Improve SMS and MMS Deliverability?

Improve SMS and MMS Deliverability

There are many ways to improve SMS and MMS deliverability and ensure that your messages are delivered successfully. Here are some tips:

  • Update your contact list: Regularly evaluate your SMS subscriber list and correct outdated phones and inactive contacts. You want to make sure that your text messages reach a receptive audience. 
  • Create a double opt-in for your subscriber list: Send a confirmation message to new SMS subscribers after opting in. It is required by law, and it can help establish expectations for contacts and establishing your identity. Unfamiliar phone numbers raise the likelihood of being filtered or reported as spam.
  • Avoid sending spam messages: Do not send SMS messages to people who have not opted for your list. It will cause a high number of opt-outs and complaints, and you may also be reported as spam. Include opt-out instructions in your messages, be concise and use proper capitalization or punctuations in your text. Don’t forget to include your name so that your receivers will know whom and why they are getting these texts.
  • Avoiding Sending Bulk SMS Too Fast: Many people start their SMS marketing efforts by sending a mass text to their entire list. Carriers may catch and block your messages if you use a number to send high-volume SMS messages. This technique is rarely effective, and if you intend to send bulk SMS, ensure to time your messages throughout the day.
  • Don’t send links from unknown domains: If you’re sending links in your text messages, use a URL shortener to avoid flagging your message as spam.
  • Use an SMS marketing platform: An SMS marketing platform will help you automate sending and managing your text messages. This way, you can focus on creating engaging content and building relationships with your customers. Likes that look mysterious may cause carriers to block your messages, and they will not reach your contact. Shorten your URLs using your domain to build a reputation with carriers and boost deliverability.
  • Use two-way texting with customers: Customers appreciate the ability to reply to SMS messages. This two-way interaction can help reduce complaints and improve deliverability.

How to Use SMS Delivery Reports for SMS Marketing?

Delivery reports are a valuable tool that can help you troubleshoot any SMS deliverability issues. These reports provide information on the status of your messages, including whether they were delivered, undelivered, or failed.

Log into your SMS marketing platform and go to the “Reports” section to access your delivery report. From there, you can generate a report for a specific period.

The delivery report will show you the following information:

  • Message status (delivered, undelivered, failed)
  • The date and time of the message
  • The phone number of the recipient
  • The carrier of the recipient

Businesses can use SMS delivery reports for data analysis purposes and create strategies to improve their text marketing campaigns.

SMS delivery reports are valid, and all phone models have unique receipt settings. You may enable this feature to receive confirmation for SMS messages sent. Using an SMS marketing platform, you can easily track and generate reports for deliverability.

SMS delivery reports can tell you a lot about the effectiveness of your text marketing campaign. By analyzing your delivery report, you can make changes to improve your SMS deliverability and ensure that your messages are reaching your contacts.

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