Currently, SMS is the most widely used form of communication all over the world. With its high open rate and speedy communication, more and more businesses opt to use SMS as a marketing channel. When using text messaging as a medium of communication, companies need to look into a lot of details, and one very important detail requires choosing a short code or long code number through which bulk messages are sent out. These codes are issued by the text message provider. When conducting a mobile marketing campaign, some tactics are necessary to benefit from the program and to be able to send text by short code.
Components of a mobile marketing campaign
A shortcode is a 5 or 6 digit code through which businesses interact with their customers. Basically, keywords are selected and changed into small numbers e.g. Uber can use the number 773339 which makes the keyword “speedy”. They can be used for automated messages and verification. On the other hand, long codes are approximately 10 digit long numbers which make them the same size as the traditional mobile number. Long codes support two-way communication between the brand and the customer. Both shortcodes and long codes have their advantages and disadvantages but have equal importance in today’s business world. This article will help you decide whether you should send text by short code or not. Is a shortcode more preferable for your businesses or a long code, and why is that so? Continue reading to find out more about their functioning, cost, and capacity!
Getting to know the advantages of shortcodes and long codes
You do know what short and long codes are, but what are their functions and how do they differ from one another in terms of functioning?
Advantages of shortcodes
There are two types of shortcodes: shared shortcode and dedicated shortcode. A shared short code has multiple businesses using the same number, and to leave no marks of confusion, the keywords are made to be unique. For example, if your business is using a shared shortcode with other businesses and a keyword has been issued by one of these businesses, then your brand cannot use the same keyword. You must be thinking, why do businesses prefer using the same number? Well, the minimal costs you see. They are extremely affordable with no extra expense. You pay only for the texts you send, and the incoming SMS messages are completely free which makes it even better. These codes also benefit businesses by taking less time to provision. They take only a few minutes to set up.
On the other hand, a dedicated shortcode is a unique number issued to a specific company, thus only that business is allowed to use it (sort of like having copyrights). This is one of the main advantages of using a dedicated shortcode. It gives you freedom of not sharing the number with anyone else, and therefore you can use any keyword that you desire. Even if the keyword is already being used by some other company, you are allowed to issue it. As a brand, you will have more control and you will also know what texts your customers are receiving from you.
Furthermore, shortcodes (as the name suggests) are very short numbers so that customers can easily identify and memorise them. Once they remember them, they will be able to identify that a certain brand is approaching them; thus, creating a brand identity. Having a dedicated shortcode can generate more revenue as well due to the high response rates. These shortcodes are also less exposed to spam and can be used to send thousands of messages at a time.
Advantages of Long Codes
While long codes can be a little more expensive buy as compared to shortcodes, they are worth the charges. The extra cost is adjusted and made more affordable by the set-up and monthly fees. It also allows access to international texting and even calls that can be sent and received by the same number. Now you see why it is called a two-way communication medium. In the long run, due to long codes supporting multiple functions, they end up being cheaper than shortcodes. Also, a message coming from a 10 digit number can make a customer feel that their feedback is being collected by an actual person and not an automated system; hence they will feel more valued. Apart from that, customers can ask questions regarding prices, material, delivery expenses, positive feedback, and even complaints via long codes. This is a great tactic to improve the customer service experience and get customers to trust the company. Moreover, long codes have a high scale-up, which means that they can bear bulks of messages at a time. These make them ideal for a long-run marketing campaign as customers would not have pay premium charges when they reply to a long code number.
Disadvantages of using a Shortcode and long code number
Where there are pros, there are cons too. After reading these you will have a better idea on making the perfect choice for your business.
Shortcodes
Shortcodes go through a vetting process before setting up and this is what makes them expensive, consuming more time and unlike long codes, they do not have voice capabilities. It is a one-way channel as the customers incur carrier charges if they reply to shortcode numbers. They are not always able to withstand the load of sending out very high volume bulk messages, and the biggest disadvantage being that they cannot be used for international customers. Lastly, even though a lot of SMS platforms offer 2-way communication via shortcodes, some customers feel that this communication is impersonal, especially if it’s automated.
Long Codes
The first disadvantage is the difficulty of remembering long codes due to the excessive number of digits. The user may end up entering the wrong number on their mobiles while trying to remember it. The downfall with them is that although their set up is easy and ready to initiate instantly, this is what makes it more exposed to hackers and spam. Research suggests that this is due to the lack of the vetting process, unlike that of shortcodes. Media content such as pictures and videos are not supported by them, and although they can support the sending of high volumes of texts, the delivery of these multiple texts limit the speed of the number of messages sent per second. Thus, text blasts are better supported by shortcodes.
When Where and Why to use a long code or shortcode?
Despite having some disadvantages, long and shortcodes are specified to their use according to their functioning. Let’s see when, where and why long codes are used better than shortcodes and vice versa.
Short Codes:
- Bulk texting
- If you are willing to send images using MMS as SMS does not support media content.
- For sending alerts, notifications or reminders to your customers that do not need to be personalized
- Polling your customer’s response
- Event promotions and fun interactions
- Feedback collection
- Generation of new leads to potential prospects to future customers
Shortcodes are ideal for their use in generating revenue from advertisements, voting, and media. For an SMS marketing campaign launch, you can definitely prefer short code over a long code. Advertisers who use catchy short code numbers and invest in them are making smart decisions that bring about high returns.
Long codes:
- 24-hour customer assistance to deal with any type of customer queries – be it complaints, queries or even feedback.
- You want to keep your relationship with the customer strong and therefore want to provide them with a one on one communication.
- If you want to deal with only one number and not multiple ones so that there is no confusion and the customer can identify your brand when using any platform Allowing your company’s employees to use SMS as a form of formal or informal communication is easier with the use of long codes
- Mobile coupons and offers
Long codes and shortcodes are also called SMS services and virtual mobile numbers based on their length. Long codes can be really helpful in call centres, customer complaint centres and most of all in business applications. If you are thinking that you do not solely want to depend on alerts or notifications via SMS, then think no longer because a long code is all you need. Another benefit of long codes is that they never expire so you can use the same number without having to change it even if you switch SMS providers. Using long codes will require a customer care service team to respond to messages as incoming messages can pile up and need to be responded to asap. Two-way communication brings important feedback to the businesses as it can aid the company in improving services so that they can get ahead of their competitors.
What to choose and what not to choose?
By now you, you’ve learnt a great deal about how the process of long codes and shortcodes work in the texting service so you should easily be able to make the perfect choice for your business. If you are still confused, then I’d suggest you write down your priorities as a business and list the pros and cons of using a shortcode and long code to judge which one goes well for you. Both of them are good choices to facilitate communication between businesses and customers; it is just the specific requirements of your business that make a difference. It is important that people remember your number, but it is equally important that you get a response to your text. Customers need answers to a lot of queries and they can only be possible if your SMS provider offers 2-way communication. Keeping the international use of long codes in mind, it does cover a wide area and will obviously boost the business internationally as it is available over the globe, but that is necessary only for multinational businesses.
Choosing the best SMS Platform
If you want both the benefits of shortcodes and long codes, I have a miraculous answer for you – ExpressText! ExpressText allows you to send text by short code, and offers features that were previously only associated with long codes. ExpressText offers a free dedicated shortcode with any package that you choose. This means you’ll have a unique number, protected from spam. Moreover, ExpressText allows 2-way communication with customers so you can easily set up customer assistance via SMS with your shortcode. As for shortcodes only supporting communication via SMS, at present, more than 81% of Americans use SMS to communication so the platform is pretty strong on its own. Last but not least, you’ll find that ExpressText offers its SMS packages at the lowest rates as compared to other SMS providers so that will definitely bring your budget down. By now, technology has made things very accessible so even if you send text by shortcode, you’ll have access to a variety of features that you can use to enhance your SMS Campaign. The biggest challenge that you’ll face when conducting a text to join SMS Campaign is getting people to subscribe, and since shortcodes are easier to memorise, I suggest you go with them to maximise revenue and conduct an effective SMS Campaign