A lost message can cost you more than you think…
Poor message delivery can damage your business’ bottom line – resulting in higher costs for you and frustrated customers.
The global average success delivery rate (SDR)
Across the 17 billion A2P SMS we send each year, our global average SDR is 90% (mixed traffic). For Transactional Traffic (e.g. 2FA SMS) it’s 99.7%.
CLX top delivery failure reasons
Cleaning databases regularly can reduce costs for promotional traffic. Checking number formats in real time for transactional traffic can also make a big difference to delivery rates.
Messages expired due to handset turned off or out of coverage
Technical error in network
The Hidden Cost of Poor Delivery Rates
Mobile app installs and cost per install trends*
A lost message could lose a valuable customer and cost you more than you think.
An example of a lost 2FA message for an app activation could cost you $2 to $5.
*Kenshoo Gaming Advertisers Only. Source: Kenshoo Mobile App Advertising © 2016 Kenshoo Ltd. All Rights Reserved.
The 5 most common reasons for SMS delivery failures
Ever wondered why your SMS messages are not being delivered? Read on…
Skimming – Rogue providers can ‘skim’ away failing legitimate messages to reduce their average cost per message. Leaving a proportion of your messages undelivered.
Inadequate Retry Cycles – Not having optimized retry cycles with pre-set validity periods. This means messages are not retried in the event that they fail the first time, resulting in multiple failed messages and higher costs.
Grey or Fraudulent Routes – Delivery rates could be greatly reduced when using Grey or Fraudulent routes when coupled with insufficient monitoring. Messages sent to a route that is unexpectedly blocked will be charged for, and if there is no failover route in place, the message may never reach the handset.
Indirect Routes – Using multi-hop routes involving 3rd parties, instead of Tier 1 connections, can negatively effect delivery rates due to compounding the risks of something going wrong. This can be exacerbated by the message delivery reports being returned by inaccurately, which can result in duplicate messages or fake delivery reports.
Unmaintained Error Code Mapping – Inaccurate mapping of failure codes, leading to incorrect failure errors and multiple retries, will cost you dearly in terms of delivery rates and overall campaign costs.
5 top tips to help improve deliverability rates
Want to improve your deliverability rates and reduce costs? Here are some key areas to explore with your supplier.
Insist on Quality – When the price is too good to be true it’s usually due to skimming or the use of Grey routes. Avoid ultra-cheap suppliers – quality wins every time.
Use Tier 1 Direct Connections – Ask for a list of the Tier 1 connections your supplier has, this way you can understand how often they will pass your message to 3rd party providers. This will also bolster your data security and data protection.
End to End Monitoring – Ask whether your supplier is able to monitor your traffic in real time and to the handset, so that any issues can be detected and re-tried quickly in the event of an issue.
Retry and Error Code Review – Ensure your provider is regularly reviewing delivery failure codes from operators, and how they maintain them to ensure correct retries and validity periods.
Clean your Database – Understand how clean your database is, as invalid numbers will reduce deliverability. If 100% of your numbers are current then you should get very close to 100% delivery.