As we all know, text messaging is a method of communication involving the act of sending electronic messages over mobile phones. In recent years, most businesses, big and small, have begun using text messaging as a way of expanding their market and keeping their customers updated. Studies have found that 98% of consumers read text messages within the first 2 minutes. Short code messaging is one way in which businesses can conduct text marketing campaigns; it involves the use of a 5 or 6-digit number – the shortcode – which businesses use to keep in touch with their customers and maintain two-way conversations with them.
Short code messaging has clear advantages over long code messaging – the shortcode is easier to memorize for customers, so they can easily engage with the business. Additionally, shortcodes become identifiable with your business and, in marketing, recognition is imperative as it sets a business apart from its competitors. Furthermore, shortcodes are ideal for sending high-volume messages – long code messaging allows only one message to be sent per second but short code messaging allows you to send a large number of SMSs at a consistent rate. Customers also find shortcodes more convenient – 5 digits are much easier to type in than 11. Lastly, shortcodes are easy to obtain and affordable – better marketing strategy for little hassle.
Shortcodes come in two types – vanity shortcodes and random short codes. Vanity short codes are specific numbers that the business can choose when leasing the shortcodes. Random shortcodes, on the other hand, are assigned to the business when it leases the code. According to CTIA, random shortcodes are more popular among businesses (60% of all shortcodes in use are random), likely due to the fact that vanity codes are far more expensive. Furthermore, businesses can also choose between shared shortcodes and dedicated shortcodes. A dedicated short code is used exclusively by the business itself, whereas a shared short code is used by multiple brands, with each having its own unique SMS keyword. Shared short codes are the most cost-effective solution, however, if one brand on a shared short code violates the SMS marketing rules, text messaging on the entire shortcode will be shut down and every brand will suffer. Thus, each business needs to keep the pros and cons in mind when deciding over which option will best suit their brand.
Aside from marketing, short code messaging has many uses. Shortcodes are the perfect medium to easily collect donations for a charitable cause. Customers can send a keyword to a shortcode to receive updates on an order they placed. People can also enter competitions by sending a keyword to a short code and certain businesses use shortcodes to send appointment reminders to customers. These are just a few short examples which show us how useful shortcodes really are and how they’ve revolutionized the marketing and text messaging industries.
In summation, shortcodes are a definite bonus for your business as they allow the business to keep in contact with their customers, as well as expand their customer base.