The SMSC is the central component that facilitates the reliable and efficient delivery of SMS messages across mobile networks. It ensures that messages are routed correctly, stored when necessary, and delivered under various network conditions. Its message hub and error handler role make it the backbone of SMS communication.
The SMSC acts as an intermediary, facilitating the exchange of SMS messages between mobile devices, even on different networks. It stores messages temporarily if the recipient’s device is unavailable or out of coverage, and it forwards the messages when the recipient’s device becomes reachable. SMSC also plays a vital role in managing message delivery reports and handling various SMS services, such as group messaging and multimedia messaging.
SMSC has been a fundamental component of mobile communication systems, and although the messaging landscape has evolved with the advent of instant messaging and other data-based communication services, SMSC remains essential for ensuring reliable and widespread text messaging services.
The Power of SMSC in Marketing
From the above, it is clear that SMSC is critical to successfully delivering SMS, but the question that needs to be asked is how does this impact marketing? The simple answer is that SMS marketing is a direct and effective way to reach customers and prospects. Over and above this SMS marketing has the following benefits:
- High Open Rates – According to research, on average, SMS messages have a 98% open rate, five times more than the average open rate for email. It is also stated that 90% of SMS are opened within 3 minutes. This means that the messages sent via SMSC are more likely to be seen and read by the recipients, making it an effective way to get your marketing message across.
- Reliable Delivery of Bulk SMSs – The SMPP (Short Message Peer-to-Peer) protocol is an open, industry-standard protocol designed to provide a flexible data communications interface for the transfer of short message data between External Short Message Entities (ESME), Routing Entities (RE) and Message Centres (MC). This makes it possible for the reliable and fast delivery of bulk SMSs in a marketing campaign.
- Broad Reach – With over 5.4 billion people globally subscribed to a mobile service, SMS marketing is a highly accessible channel for reaching a broad audience, irrespective of age or demographics.
- Great Customer Experience and Personalisation – SMS marketing can be highly personalised, addressing recipients by their first name and tailoring messages to their preferences. This personal touch can significantly enhance the impact of marketing campaigns. SMS marketing today can also include rich communication services which allow for the sending and receiving of verified messages that can carry information, like photos, videos, and audio messages. This is made possible by Wireless Application Service Providers (WASPs), who deliver RCS services and content independent of mobile operations.
- Cost-Effective – SMS marketing can be cost-effective compared to other marketing channels, such as print or TV advertising. It doesn’t require expensive production costs. SMS service providers often offer competitive pricing.
- Two-Way Communication – SMSC allows for two-way communication, enabling customers to respond to messages, ask questions, or provide feedback. This interactive aspect of SMS marketing can foster better customer relationships.
Overall, the power of SMSC in marketing lies in its ability to deliver messages directly to a highly engaged and often receptive audience, making it a valuable tool for businesses to connect with customers, drive sales, and build brand loyalty. However, using SMS marketing responsibly and respecting customer preferences and legal regulations is essential to maintain a positive reputation and trust. This is why we must understand the best practices for SMSC driven marketing exposure.
Best Practices for SMSC Marketing Exposure
To make the most of an SMSC driven marketing strategy, it’s essential to follow best practices to ensure effectiveness and compliance. Below are examples of best practices for this:
- Permission-Based Marketing – It is vital to gain consent from recipients before sending them SMS marketing messages. Ensure you have the opt-in and opt-out options clearly defined and honour these preferences.
- Compliance with Regulations – Familiarise yourself with local and international regulations related to SMS marketing and ensure compliance with these laws. For example, the POPI Act in South Africa, the Consumer Protection Act (TCPA) in the United States and the GDPR in Europe.
- Clear and Simple Messages – Keep your SMS messages short, clear, and concise. SMS has character limits, so make sure your message is to the point and easily understandable.
- Timing – Send messages at appropriate times to avoid frustrating recipients. Avoid sending messages during late hours or when it’s likely disruptive.
- Frequency – Don’t overload your recipients with messages, as this comes across as spam. Define a reasonable sending frequency to prevent SMS fatigue and potential opt-outs.
- Valuable Content – Provide value in your messages. Whether it’s a special offer, useful information, or exclusive deals, ensure that recipients find your messages beneficial.
- Segmentation – Segment your audience based on demographics, preferences, and behaviour. This allows you to send more tailored and relevant messages.
- Monitoring and Analysis – Monitor the performance of your SMS campaigns. Use analytics to track open rates, click-through rates, conversion rates, and opt-out rates. Use this data to refine your strategies.
- Security – Ensure the security of customer data and communications by using encryption and other security measures to protect sensitive information.
SMS marketing is a powerful tool, but it should be used responsibly and in a way that respects the privacy and preferences of the customers receiving the messages. Building a positive and respectful relationship with your customers is crucial for the success of SMSC-driven marketing exposure.
Enhancing Engagement through SMSC Features
Enhancing engagement through SMSC features can be a valuable strategy for businesses and organisations looking to improve communication with customers, clients, or members. Ways to do this include:
- Two-Way Communication – Enable two-way SMS communication, allowing recipients to respond to messages or interact. Provide real-time customer support through SMS or chatbots.
- Delivery Reports – Monitor message delivery status and receive delivery reports from the SMSC. Use this information to re-send messages to recipients who did not receive them initially.
- Security and Verification – Utilise SMSC features to enhance the security of your SMS communications. Implement two-factor authentication (2FA) or one-time passwords (OTP) through SMS for user verification.
- Automation – Use SMSC features to schedule messages for specific times or dates. Send automated reminders, updates, or promotional messages at the most convenient times for your audience.
SMS marketing can be an effective and powerful tool for gaining exposure and promoting your products or services. For these SMS campaigns to be successful, you need an SMSC gateway, which facilitates the sending out of all SMS messaging and the functionality around SMS marketing campaigns. You also need to ensure that you follow the best practices and utilise features that assist in building customer trust and relationships. For more on how Adapt IT Telecoms can assist in providing an SMSC gateway that ticks all of the boxes for marketing success, visit https://telecoms.adaptit.tech/solutions/nextgen-v-services/smsc-gateway/.
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Experienced in the Telecoms & IT industries, encompassing services and solutions from the traditional to the evolved digital communication networks, embracing profound knowledge and proficiency in both the technical and sales disciplines. Product Management, including construct, software lifecycle, roadmap strategy and market leadership of Adapt IT’s portfolio of Next Gen Value Added Services (NG-VAS) solution stream.