Businesses are rapidly expanding their marketing strategies to include SMS messaging due to its high open rates and affordability. However, there are several factors to think about before you start texting everyone in your CRM.
There are legal terms, cost considerations, and two types of codes to choose from: short code vs long code. How do you know which one to use?
What is an SMS short code?
An SMS short code is a short number (usually five or six digits) used to send text messages on a mobile phone, typically used by businesses inside a sales or marketing campaign.
For instance, if you hear a radio advertisement that says to text “free meal” to 616-052, that number is an SMS short code.
Types of SMS short codes
There are two types of SMS short codes—vanity and random numbers. It’s important to note here that shared SMS short codes are also an option, but some phone carriers are in the process of discontinuing these.
Vanity short codes make it easy for businesses to give potential consumers a memorable number to text. For example, if you’re a retail bookseller and you invite your audience to send a text to see new releases, your shortcode could be 266-57, which spells out “books.”
On the other hand, a random short code is a string of random numbers assigned by your SMS provider. These random short codes are often less expensive than vanity codes, much like personalized license plates are more expensive than those randomly assigned.
To get a random short code, you typically need to apply with your provider. Once you’ve paid for the code, the carrier will choose a five- or six-digit short code for you.
Advantages of SMS short codes
The advantages of using SMS short codes are extensive and cover a broad range of uses.
Little lead time is required
You don’t always know that you’re going to get a massive shipment of new inventory that you need to move quickly or that a national event will happen and affect your business. So whether it’s positive or negative, the flexibility to send SMS messages to your audience in just a few minutes is highly desirable.
SMS is more effective than email or social media
SMS messages have extremely high open rates and often far exceed the reach of email messages or social media posts because many people prefer using their phone to communicate.
They are easy to remember
Short SMS codes are easy to remember and simpler to include in your ads than a long website address. Vanity SMS codes are even easier to remember. Plus, it’s straightforward to add dedicated short codes to your next print advertisement, radio ad, or billboard.
Disadvantages of SMS short codes
Using SMS messages isn’t a magic bullet for marketing. While it’s highly effective for some businesses, it can take years of brand credibility and trust to build between the companies who send messages and the people who receive them.
And, while it might sound obvious, businesses must have phone numbers to use SMS. The process of enticing your audience to opt-in to messages and receive them is an exercise in itself. Then, companies receive the phone number and must be diligent about respecting the information, sending timely and relevant messages, and honoring a person’s wishes to stop receiving messages.
Bulk SMS marketing can also be cost-prohibitive for some smaller companies. Carriers often determine the pricing, and it varies dramatically across regions.
Lastly, creating compelling content to send via SMS can be challenging for marketers. The content is limited in length—typically just 160 characters.
Use cases for SMS short codes
The use cases for SMS are virtually limitless. SMS might be a useful tool for some industries to send time-sensitive content and instructions.
Promote loyalty programs
There aren't many places these days where you can check out without presenting your loyalty card or giving your phone number in order to receive your loyalty points. And you guessed it; those phone numbers go straight into a database for future SMS marketing.
Companies with loyalty programs often use SMS messages to remind customers when their points expire or to check in when a certain amount of time has passed since their last visit.
It’s also common for retailers to send a coupon or promo code via SMS after signing up to receive SMS messages. This sales technique is an easy way to increase opt-in rates and ensure customers become repeat buyers.
Announce surprise sales
Your text message feed might be full of “surprise” flash sale notices and unplanned deals that require your immediate attention. Whether or not these are genuine surprises is debatable, but companies often use SMS marketing to promote products and services available for a limited time.
With the quick delivery of SMS messages and the growth of online shopping via a mobile device, a flash sale notice in a text message with a link to shop is rather enticing.
Send appointment reminders
One of the more useful cases, and non-sales approaches, for SMS messaging, is the automation of appointment reminders. The days of businesses having a staff person dedicated to calling patients or clients to remind them of upcoming appointments are long gone.
Now, when you make an appointment for a service, you’re likely asked to hand over your mobile phone number. This way, providers can text you a reminder the day before your appointment and provide a link for you to confirm the appointment.
What is an SMS long code?
An SMS long code is a 10-digit number, similar to a regular phone number. Businesses use long codes to send SMS messages, just like short codes.
Advantages of SMS long codes
The most significant advantage of using an SMS Long Code is the ability to use the same number for phone calls and texting. If a customer has your phone number in their contacts (for instance, their local pharmacy), they’ll know exactly who sent the message when your text message is received.
This identification is different from a short code which tends to be inconsistent and impersonal.
Another advantage of the long code is that messages feel more personal than sales-y or spammy. For example, when a customer or potential customer receives an SMS message from a 10-digit, “real number,” the perception is that the message was intended specifically for them versus a mass group of thousands.
Disadvantages of SMS long codes
The major disadvantage of using an SMS long code is that longer numbers are more difficult to remember, and the chances of someone mistyping the number are greater than that of a short code.
Another downside to long code text messages is that they have a much slower delivery rate than short codes—a one-message-per-second limit.
Finally, the longer numbers are more awkward to work into ad campaigns, posters, or other marketing materials.
Use cases for SMS long codes
Businesses should use long codes when they need to text fewer numbers at one time or run more person to person SMS campaigns that are not sales-oriented.
For instance, if you’re a local flower shop that runs promotions occasionally, using long codes might work great. You can even promote the long code for customers to text you for flower advice—find out what’s in season, the best flowers to send for a funeral, etc.
Another use case for long codes is for order confirmations or shipping notices. When a customer anticipates hearing from you, it’s a welcome message to hear that their order has been received or shipped. Recipients are less likely to mark these types of messages as spam, as well.
Long code vs. short code requirements
Text messaging was once novel and new and is now a primary component of many digital marketing strategies. Its uses extend to serve nearly every industry, and it’s growing at a rapid rate.
As a reminder, short codes are typically 5-6 digits long, moderately priced, and ideal for sending mass-volume text messages and marketing campaigns. Long codes are better for more personalized services, and they’re less expensive. However, they have a lower throughput and are more difficult to remember.
If you’re still deciding which one to pick, try both for a specific use case and measure your results. This way, you can develop your SMS strategy, grow your audience, and share your products or services with those who need them most.
With Messente you can text-enable your existing toll-free number or get a new one. This has many benefits, such as:
It takes very little time to set up.
The throughput rate of toll-free numbers is higher than long code so it is perfect for marketing campaigns.
The setup cost is low and you can send 1-on-1 text messages just like you can with a long code.
Think of a toll-free number as a hybrid between a long code and short code.
By now this article should’ve helped you better understand the difference between long codes and shortcodes. Both of these SMS tactics have their own unique set of pros and cons that help your business. Nonetheless, the text message has the ability to successfully connect you with the audience whether or not you choose to employ a short code or a long code.