When it comes to doing marketing for your business to reach more customers and build strong relationships, then text or SMS messages are considered one of the preferred options. SMS are delivered instantly, and studies show that 91% of consumers admit that they received text messages from brands. So the probability of converting them into sales becomes high.
Over 90% of marketers claim that their revenue has increased after opting for SMS messages. However, to attain higher efficacy, marketers are required to work actively to deliver their message to the target recipients. That is why SMS delivery reports are important.
It is important for businesses to learn how to get delivery reports on text messages. This guide will tell you about the basics of delivery reports in SMS marketing and show how to troubleshoot potential problems and attain quality delivery rates.
What is an SMS delivery report?
An SMS delivery report is a validation message sent by a wireless carrier or mobile operator to the sender, signalling whether the text was successfully delivered to the recipient. Most businesses use advanced software for tracking data related to messages, as they send tonnes of them.
These reports work as an assistant for businesses that shows whether the brand materials were sent by the mobile operators or not and how many remaining prospects there are to know for an instant solution. Eventually SMS delivery reports increase the percentage of messages that reach the designated recipient and lead to more conversions and ROI.
What kind of information is in the SMS delivery report?
SMS delivery reports are packed with data that includes the status and result of the message, commonly using categories such as delivered,not-delivered,pending,expired,failed and error code.
The kind of statuses you can view depends on the SMS API and carrier being utilised. Usually, the following will be visible:
Delivered – When the text is successfully delivered to the desired destination.
Undelivered – When the message is not delivered due to invalid phone number or SMS content is inappropriate.
Failed – Delivery is not feasible because the carrier's message has not been acknowledged by the service provider.
Rejected – When the mobile operator declines your message.
Expired – After a predetermined period of time without delivery, the message expired.
SMS delivery reports show recipients contact numbers and your sender ID. Sender ID is the short-code or long-code contact number allotted when you register with an SMS supplier. The channel you've used (SMS or MMS), the message ID (a unique identifier for each text message), and the timestamp for each message's sending, processing, and delivery (or failure) will also be visible to you.
Common reasons of SMS delivery failure
Some common causes of SMS delivery failures consist of:
Network Problems
Lacking proper network coverage or interruptions can result in delivery failures. It gets difficult to solve this issue, and if it happens on a continuous basis, then it is advised to switch to different carriers.
Invalid phone numbers
In case the recipient’s contact number is not right, then the message does not get delivered to its destination.
Carrier Sorting
Mobile carriers use stringent filtering systems against spam. Because of this filtering, authentic messages get reported and barred. Delivery reports offer data for identifying issue codes for sorting.
Overrunning character limits
Messages that consist of more characters than the prescribed limit could be shortened or fail to send entirely.
Mobile Storage Problems
In case the recipient’s phone memory is full, delivery problems could occur or may result in delivery failures.
How to increase the delivery rates of SMS
Increasing SMS delivery rates locks in effective communication with the target audience. Here are some approaches that can be implemented:
Choosing a Reputable SMS gateway
Choosing a credible SMS gateway supplier with a high deliverability score will assist in boosting delivery rates. This provider should demonstrate their reliability by having a track record of satisfied customers and solid network ties to key carriers.
Verified Phone Numbers
Updating and cleaning your contact list continuously will eliminate invalid numbers with the assistance of a phone number validation tool. This results in more accuracy and a decrease in bounce rate.
Adherence with regulations
It is mandatory to adapt local and international regulations while sending text messages. In case of not following regulations leading to legal issues.
Refine message content
Optimise your message content according to the targeted audience. Refrain from excessive use of special characters such as emoji and alike. In case of including URLs, it is recommended to add a shorter link that only includes your brand name as the probability of carrier filtering. Clickbait is the most rapid way for people to unsubscribe or flag messages.
Appropriate time for messages
To optimize engagement and boost click-through rates, send messages at the right moments. Time zones and the times of day when customers are most active on text are taken into consideration. Additionally, be mindful of any restrictions on sending at certain times of the day.
Regularly review and evaluate your approach
Review delivery records and performance metrics on a regular basis. This will help you identify patterns so you can adjust your strategy based on these data-driven insights and feedback.
Conclusion
In conclusion, SMS delivery reports are essential tools for tracking message success, improving campaign performance, and ensuring messages reach the intended recipients. By understanding report data and addressing common delivery issues, businesses can enhance communication, boost engagement, and maximize ROI through more effective and reliable SMS strategies.