Text messaging has become a cornerstone of communication in our daily lives, boasting an impressive open rate of around 98%. This makes SMS not just a personal communication tool but also a vital channel for businesses looking to engage with customers and promote their services. However, many users experience issues with text message delivery, leading to frustration and missed opportunities. In this article, we will explore the reasons why your text messages may not be delivered and provide actionable solutions to enhance your SMS communication strategy.
What is SMS Delivery?
There are many aspects of running a successful SMS marketing campaign like complying with legal rules and regulations, growing a healthy and engaged subscriber list, and using different strategies to personalize your text messages.
One other aspect that plays a major role is SMS delivery or which in other words, means if the text is reaching your target customer. The reason it becomes important is that if the messages aren’t delivered, your target customer won’t be able to see them. Let’s get to know more about it.
SMS delivery refers to the successful transmission of text messages to intended recipients. It is measured by the formula:
SMS Delivery = Number of Messages Delivered / Number of Messages Sent
While achieving a 100% delivery rate is nearly impossible due to various factors, a well-optimized SMS campaign can aim for a delivery rate of around 98%.
What are SMS Delivery Reports?
Delivery reports play a crucial role in understanding the effectiveness of your SMS campaigns. They notify you whether your message was sent successfully from your device to the carrier's Short Message Service Center (SMSC). However, it's important to note that a successful delivery report does not guarantee that the recipient received or read the message.
Once the carrier SMCS receives the message, there can be many reasons why its delivery to the recipient can fail. Some of the reasons include:
Using the wrong type of number (long vs short code, for example) to send prohibited message types.
The volume of messages sent.
The content of your messages.
The timing of your messages, and more.
These reasons also vary from carrier to carrier which makes it more complex to assure how a message gets delivered in a global environment.
Why are delivery reports important?
The delivery reports give you valuable data to strategize your future marketing efforts. If something isn’t working, you need to know what’s broken.
Some of the benefits of the delivery reports are mentioned below:
Delivery reports confirm that your messages have been sent.
They help you identify any issues with the delivery process such as network congestion or technical errors.
SMS delivery reports help you manage your SMS platform subscription.
Types of SMS Delivery Reports
There are various types of SMS delivery reports, and the type you receive may depend on your network carrier or mobile device brand.
However, the most commonly seen delivery reports are as below:
Successful Delivery Report: This type of report indicates that your text message has been successfully sent and received by the intended recipient through the SMSC.
Failed Delivery Report: If your text message is not transmitted to the SMSC or delivered to the recipient, this report will indicate that the delivery was unsuccessful.
Pending Delivery Report: This report shows that your text message has been transmitted to the SMSC but has not yet been delivered to the intended recipient.
Partial Delivery Report: This type of report indicates that only a portion of your text message has been delivered to the recipient, which may occur if the message is too long and gets truncated in the middle.
Account Full Report: This report shows that your text message could not be sent because your account does not have enough credit or is full.
Message Blocked Report: If your text message is considered spam by the network carrier, this report will indicate that the message was not transmitted to the SMSC.
Invalid Destination Address: This type of report indicates that your text message was not sent to the SMSC because the destination address is invalid.
Types of SMS Delivery Reports
Delivery reports can vary based on carrier and device but typically include:
Successful Delivery Report: Confirms that the message was delivered to the recipient.
Failed Delivery Report: Indicates that the message was not delivered due to various reasons.
Pending Delivery Report: Shows that the message has been sent but not yet delivered.
Partial Delivery Report: Indicates that only part of a lengthy message was delivered.
Account Full Report: The recipient's account lacks sufficient credit for message delivery.
Common Reasons for Non-Delivery
When you call someone and if their phone is turned off, you know it right away but the same is not the story with SMS.
When you see the ‘failed to deliver’ right next to your text message it surely becomes frustrating but not knowing the reason behind it can boost the frustration even more. Understanding why your messages fail to deliver can help you troubleshoot effectively. Here are some common reasons:
01. The recipient opted out of messages
Users can opt out of receiving messages, which will prevent future communications.
02. The recipient blocked your phone number
Although uncommon, this happens. If the recipient has blocked your number, your messages will not be delivered. This is a possible cause if you don't see a "Delivered" or "Read" signal.
03. The message contained illegal content
Messages which are containing prohibited content (e.g., spam or adult material) may be blocked by the carrier.
04. Network problems with the recipient’s carrier
While that's not a common issue, sometimes temporary network problems on the recipient's end can hinder delivery.
05. Recipient reported your message to their carrier
There is a possibility that a receiver reported your message to their carrier if you still had an undeliverable message. Additionally, it's conceivable that their carrier preemptively rejected your communication after they reported a message that appeared to be quite similar to the one you sent.
06. The recipient's phone is switched off
If you get a busy signal while calling, you try again later. But when the SMS doesn’t get delivered on the first try, it is automatically re-sent at certain intervals. When the phone is available again, the message gets delivered.
07. The number is roaming (abroad)
If the recipient is roaming internationally, message delivery may not be guaranteed.
08. Local regulations restrict SMS text messages
In some countries, local regulations restrict sending SMS messages to prevent spam. For example in some countries, messages notated as marketing can be sent only during workdays from 8 am to 8:30 pm.
09. Conflicting SMS applications
On the phone, several programs can occasionally receive SMS messages. The applications are at odds with one another, making it impossible for the message to be delivered to any of them, which results in a failed message. As a result, the messages cannot be delivered.
10. SMS message delivery may be subject to time restriction
Some nations place limitations on the times that marketing messages with alphanumeric sender IDs can be delivered in order to prevent customers from being inundated with them at inappropriate times.
For instance, in France, you are only allowed to send promotional messages between the hours of 8:00 am and 10:00 pm.
11. Invalid Number
Sending messages to an incorrect or inactive number will result in non-delivery.
12. “Receive SMS Messages” Turned Off in Phone Settings
It's possible that the person to whom you are sending messages has disabled SMS reception on their phone.
13. You’re texting a landline
Landlines don’t support messaging (unless they use Falkon SMS to text enable their landlines) and are limited to calls only. If you’re texting a landline, your message is most likely not getting delivered.
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Strategies to Improve Text Message deliverability?
While some factors affecting SMS delivery are beyond your control, there are several strategies you can implement to enhance SMS deliverability:
Choose a Reliable SMS Provider: Selecting a reputable business text messaging provider is crucial. Look for providers like Falkon SMS that offer robust services and support.
Enhance Message Quality: Craft clear and engaging messages. High-quality content reduces the likelihood of being flagged as spam.
Verify Contact Lists: Regularly vet your contact lists using verification services to ensure numbers are active and accurate.
Adhere to Regulations: Familiarize yourself with local regulations regarding SMS marketing, including time restrictions on sending promotional messages.
Monitor Delivery Reports: Regularly review delivery reports to identify patterns or issues in your messaging strategy.
Optimize Timing: Send messages during optimal hours when recipients are more likely to engage with them.
Use Proper Formatting: Ensure that phone numbers are formatted correctly, including country codes, to prevent misdelivery.
Conclusion
The challenges associated with text message delivery can be frustrating, especially for businesses relying on this communication channel for customer engagement. By understanding the factors that affect SMS deliverability and implementing best practices, you can significantly improve your chances of successful message transmission. Regularly monitor your SMS campaigns and adjust strategies as needed to ensure effective communication with your audience.
By following these guidelines, you can optimize your SMS marketing efforts, enhance customer engagement, and ultimately drive better results for your business.
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