SMS text message marketing is a powerful tactic in any company’s digital marketing strategy.
Not only do about 59 percent of consumers respond to their text messages within five minutes, but nearly 100 percent of people at least open all of their text messages.
But as you’re entering the world of text message marketing, you begin your efforts with a very important decision: whether to use a long code or short code.
Long codes and short codes merely refer to the type of number you’re sending your text messages from. Long codes are a standard 10-digit phone number, while short codes are an easier-to-remember 5- to 6-digit number.
The following are three differences between long codes and short codes so that you can decide which is best for your company and goals behind text message marketing.
Capabilities
Long codes can be used for more than just text messaging. They can also be used for faxes and making calls. Short codes can only send and receive text messages.
Typically, long codes are used for customer service-related communication, such as:
- Informing a customer that his or her package is out for delivery.
- Updating customers with their account balance.
But companies often use short codes for mass marketing, security and emergency communications in text message marketing, such as:
- Sending ads, coupons and other promotional information. For example, customers can opt in for a discount or other type of loyalty program by texting a keyword to the short code number.
- Two-factor authentication for security purposes.
- Alert notifications, such as hurricane warnings or flight delays.
While long codes can work worldwide, they don’t support delivery receipts. But there are still ways to know if delivery was successful when using particular SMS messaging platforms, such as DailyStory. However, short codes are considered to be the most reliable from both a technical and legal standpoint.
Volume
Of course, a big difference between long codes and short codes is the speed and volume of sending text messages in your text message marketing.
Long codes limit sending to one message per second, so companies typically use them for person-to-person communication. Short codes, on the other hand, can send 40 messages per second, so companies often use them for high-volume messaging, such as voting on TV shows.
In addition, according to carrier regulations, the ratio of inbound-to-outbound text traffic should be better than one-to-three for long codes. Short codes do not have this restriction.
Learn more about carrier violations and how to avoid them during SMS text message marketing.
Cost
Short codes can be much more expensive than long codes. The cost of a short code, for example, can begin at $500 per month in addition to any set-up fees.
Long codes are considerably more affordable.
In conclusion
The decision whether to secure a long code or short code depends on your budget and your intended uses for SMS text message marketing. Keep in mind that technology continues to evolve, and 10DLC is something to explore as well.
Check out our 10 best practices for SMS text message marketing.
As you’re deciding on whether to use a long code or short code, consider leveling up your digital marketing with DailyStory and our 21-day free trial. Features include automating various marketing tasks, dynamic audience segmentation, powerful SMS text message marketing and more. Schedule your free demo with us today.