How to solve deliverability issues in bulk SMS?
In today's digital age, bulk SMS marketing is a very effective way to reach a large number of people efficiently. This method became the fastest method of business communication, it has approximately 98% open rate. Therefore, most businesses use this method in their marketing strategies for product promotion, reminders, two-factor authentication, and alerts. While this strategy can be revolutionary for marketing efforts, one of the biggest challenges faced by many businesses and users is the SMS failure or non-deliverability.
When you fail to reach their target audience, it can slow down business growth and lead to poor results for these campaigns. Therefore, to maximise the benefits of this service, it’s essential for users to understand how to fix this deliverability issue.
Before we begin any discussion, let's understand what bulk SMS delivery is and the reasons why delivery might fail.
What is SMS delivery?
Delivery means that the information you send, such as reminders, alerts, and two-factor authentication codes, reach your customers or target audience. A good delivery rate indicates successful marketing and almost guarantees business growth. Conversely, a poor delivery rate suggests that your messages are being blocked for some reason.
If you fail to reach your customers, it can waste both your money and effort. Let's briefly understand the common reasons why your deliveries might be failing, because it's important to understand the problem before finding a solution.
Basic reasons for delivery failure-
Incorrect or invalid phone number - This is a common problem that arises from typing the wrong number, targeting deactivated numbers, or sending information to a landline number.
Using spam words - When you use spamy words the operator considers spam, such messages are blocked. Similarly, if you use suspicious content, inappropriate links, or excessive emojis, it will also be blocked by the filter.
DND check - Promotional messages are prohibited on contact numbers that have DND (Do Not Disturb) service activated or are registered on the DND list.
Failure to comply with DLT regulations - In India, TRAI has established certain rules related to bulk messaging. According to these rules, DLT registration is mandatory. Any information sent without registration is directly rejected.
Failing due to network-related problems - It happens when network malfunctions, interruptions, or other technical problems on the recipient's end.
Choosing wrong time - In this campaign if you choose the time early in the morning or late in the evening, these messages usually either arrive late or don't arrive at all.
Measures to improve and enhance delivery-
Having understood all the problems, let's now discuss the solutions. Delivery problems can be corrected by following certain technical tools, best practices, and regulations, such as-
Keep your contact list updated – Before sending information, always check your contact list, i.e., phone numbers. Verifying your contact database is essential before launching any campaign. Remove any phone numbers or landline numbers that are no longer in service or cannot receive messages. You can even use automated phone number verification software for this purpose, which can instantly identify invalid or inactive landline or mobile numbers. Doing so will improve your delivery rate and reduce costs.
Avoid using spam words and check your content – Spam words are the biggest reason for delivery failures. Therefore, check content carefully. The content should be simple, in accordance with regulations, and concise. Also, avoid using words like "FREE," "CASH," or "WIN" excessively in your message. It's also important to avoid using strange-looking URLs and too many links, as this can lead the operator to believe it's fraudulent.
Comply with TRAI's DLT regulations- It is mandatory to comply with the rules framed by TRAI in this regard. To send SMS, you must register on the DLT portal. Register your sender ID on the portal and get your templates approved. When sending SMS , ensure that you use the approved sender ID and that the message you send to the customer matches your approved template.
Additionally, avoid frequently changing the sender ID name, as this can negatively impact your customers and may lead the operator to suspect the information is fraudulent.
Use SMS analytics – Using analytics is essential to consistently maintain and improve delivery rates. Regular analysis also helps you refine your messaging and understand marketing patterns.
Choose the right route – select the promotional route for advertising. This route is active from 9:00 AM to 9:00 PM, and ensures it is not sent to DND (Do Not Disturb) numbers.
Choosing a reliable provider is essential- The success of your campaign depends on the service provider you choose. The service provider should always be reputable and trustworthy. We provide you with direct operator connections and excellent, fast APIs, ensuring delivery without delay.
Why sequence cloud gateway?
Sending messages is not our only primary function; delivering to the right customer at the right time is our top priority. We track successful deliveries, identify the reasons for failed and pending deliveries, and make it successful.