In a mobile-focused world, SMS is the quickest and cheapest form of communication. SMS marketing is of the most effective tools for branding and advertising. Text marketing is crucial for growing brand recognition.

You may either send messages to your consumers via a short code or a long code. Both types of code have some pros and cons. This post looks at the benefits of using a short code for your brand.

SMS Short Code

What is an SMS Short Code?

SMS has emerged as a consumer engagement tool, and many companies are using inbox messages to communicate with consumers. A short code is a five or six-digit phone number that companies use for A2P (application-to-person) communication.

SMS short codes allow mass texting, which means businesses can send thousands of time-sensitive messages instantly. The U.S. Common Short Code Association (CSCA) registers all short codes and monitors their technical and operational aspects. This association also maintains the database of all registered and reserved short codes.

Once a user opts-in to your SMS program, they can text in a keyword to request technical support or get promotional discounts. U.S. short SMS codes have pre-approved high throughput, which makes them ideal for mass texting. You can opt for a shared short code, which is shared between different businesses, or a dedicated short code, which belongs to a single business.

Top 10 Benefits of Using SMS Short Codes

Below are the top ten benefits of using short codes for SMS marketing.

1. Higher Opt-in and Open Rates

The average global opt-in rate for messaging apps is 77%, and only 6% of consumers opt-out of receiving notifications from a messaging app. Using native SMS helps drive these numbers, as 86% of consumers keep notifications on for SMS (native, iMessage and Android).

In addition to high opt-in rates, SMS messages also have a higher open rate. The average email open rate is only 18%, while 90% of text messages are opened and read within three minutes. And after opening the SMS or email, users are eight times more likely to respond to text messages than emails.

2. Easy to Remember

Since a short code contains only five or six digits, it is easier for users to remember and type. A short code becomes synonymous with your brand, particularly if you have a dedicated short code. If you have a dedicated short code, you can also choose to boost your brand recognition and marketing by using a vanity short code. With a vanity short code, you can customize all the numbers to make your short code as memorable as possible.

3. Consumer Control and Confidence

Under the carrier regulations governing short codes, you must have the consumer’s explicit permission to send them marketing messages. Similarly, if a user chooses to opt-out of receiving messages, you must halt all communication except to send them an opt-out confirmation. When the consumers get an option and control over their experience, they feel more comfortable with your brand.

This user control and the stringent federal regulations imposed by the FCC and CTIA have led to increased confidence in and preference for SMS communication. The estimated SMS spam rate is only 2.8% compared to email’s 53% spam rate, and there’s been a 495% increase in call blocking apps since 2016 in response to spam. Consumers are more open to SMS and less likely to unsubscribe from, block, or mark messages as spam.

4. Brand Recognition and Security

Whether you have a vanity code or a random code, your short code is central to your business’s text marketing. Short codes contribute to your brand recognition and allow businesses to maintain a consistent brand image across platforms and communication channels.

Security is an important contributor a positive brand image. With a dedicated short code, you can rest assured that your business is complying with all FCC and CTIA regulations. Dedicated short codes also give you increased control over spam and message content.

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5. Mass Texting and Global Reach

SMS short codes are the best fit if you want to send thousands of messages instantly. Mass texting allows businesses to reach a broad audience within seconds at a low cost. Compared to other marketing options, like purchasing ads, an SMS is much more affordable for engaging thousands of consumers at once.

And with global coverage from SMS APIs like Esendex's SMS Notify!, your marketing campaigns can continue expanding to reach more users. In fact, using the same short code worldwide reduces marketing costs. Short codes are not location-specific, which allows businesses to maintain a consistent image despite the diverse audiences they serve.

6. Mobile-Friendly Marketing

In today’s business world, mobile-friendly marketing campaigns are crucial. Gone are the days when people used mobile devices for calling only. Now, they use mobiles for everyday activities, such as shopping and paying bills. With SMS short codes, you can attract consumers and use both SMS and MMS for your brand promotion.

7. Database Portability

With a dedicated short code, businesses can keep their short code number even if they migrate to a different SMS provider. This prevents marketing disruptions and potential revenue losses for businesses. Consumers can continue using the same short code without being affected by the move, maintaining customer satisfaction and a consistent brand image.

8. Consumer Engagement

You can use short codes to gain traction with your consumers and increase consumer engagement. Short codes are perfect for a variety of purposes, including critical alerts, bulk broadcasting, two-way messaging, personalized reminders, and more. This variety allows you to meet at your consumer needs without using different communication channels. Additionally, real-time message traffic reports give you valuable user insight so that you can optimize your SMS campaigns and increase consumer engagement.

9. Flexibility

One of the advantages of sending messages via a short code is customization and flexibility. Send customized messages to your target audience or create interactive campaigns. Two-way messaging and targeted marketing messages provide users with personalized communication, while bulk broadcasting and automated text messages meet all your text marketing needs. Both businesses and users benefit from the targeted SMS messages that short code flexibility provides.

10. Scalability

An SMS takes only seconds to reach your users, which is faster than all other marketing channels. Moreover, short codes have a much higher throughput than long codes, which makes them ideal for your brand. Sending time-sensitive communication like critical alerts or changes to business policies is quick and efficient using SMS short codes.

Final Word

SMS short codes have some drawbacks, but there are numerous advantages that make using SMS short codes one of the best text marketing methods. SMS short codes are preferred by consumers and businesses and help create an efficient and branded communication channel. With global reach, mass texting, and SMS and MMS-supported messaging, short codes open the world to your business.

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