sms marketing

Famed author Mark Twain was once quoted as saying, “I didn’t have time to write a short letter, so I wrote a long one instead.” Strange? What Twain meant was that it was easier to blab on and on rather than to be direct and succinct.

What Does This Have To Do With SMS?

When it comes to text, marketers have a choice between a vanity plate version of a short code or the regular and longer code. It’s obviously easier to remember a short code and type in a five- or six-digit code on a smart phone rather than the ten-digit phone number regular code.

Available short codes can also be chosen by marketers who often attempt to get them to match up with a brand or name. Like vanity plates, there is an additional fee and for short codes, it costs about $1,000 a month.

Other Considerations

Basically, there are two SMS programs and rates marketers can choose from. One is the standard rate where customers may be liable for the cost of any messages or data incurred by texting. The other is FTEU or free to end user where the company leasing the short code pays for the cost of sending and/or receiving messages.

What’s A Marketer To Do?

With a regular code, marketers can get started almost right away on their marketing campaign. Although it may discourage some customers from signing up for SMS promotions, the code lasts indefinitely since it’s not subject to lease terms unlike the short code.

At the moment, however, regular codes can be used with all wireless carriers unlike the short codes. And for companies doing business globally, the same regular code may be used internationally. Companies using short codes must conform to each country’s requirements which often results in having to use different codes.

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Although regular codes sound like the way to go, there are some disadvantages as well. One of the dangers is that regular codes are more prone to spam and subject to slower speeds. The latter would tend to limit the size of your text.

In addition to the advantages stated above, short codes are faster and more reliable. If your market is only in the U.S., your volume and sales brisk, and your strategy involves texting often, a short code could be a good investment.

The End Game

Regular codes offer one-on-one communication between customer and company which are important in cultivating a relationship. Short codes are one-way and intended to be the next generation of email blasts. If you employ short codes, be sure to offer customers other options to connect with you to maintain a relationship.

Before you decide, familiarize yourself with the pros and cons of each and determine what fits best into your marketing strategy. If you have friendly counterparts in the industry, get their take on both,, especially if they’re already using one or the other.

Log your results. Analyze those results on a regular basis and compare them to your SMS marketing strategy. Be prepared to adjust your strategy.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.