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28th October - There is no doubt that text messaging
has proven to be a viable marketing and CRM medium and business
use of text messages is booming.
Given that text messages are extremely basic and the wholesale
supply of texts has become commoditised, suppliers compete
on price right? The tacit assumption made by most commercial
users of text messages is that the price you pay is per message
you send and not for the number of messages that are actually
delivered. The key piece of information that text message
wholesalers are not keen to impart to their customers is that
mobile network operators do not charge for undelivered texts.
Unlike Dynmark International, most message suppliers charge
for ALL these messages regardless of whether or not they make
it to a recipient’s handset! The wholesale supply of
text messages is a cutthroat business and suppliers compete
aggressively on price but there is a lot more to the humble
text message than you may realise.
Small change? On the contrary. No matter how hard you try
to keep mobile lists up to date it’s likely that up to
25% - 30% of text messages will not make it to their intended
destination for a range of reasons. This increases what at
first glance may seem like a keen price for UK messages of
3.5 pence to between 4.4 pence to 4.6 pence. Not all commercial
users track delivery receipts, which give a detailed account
of message delivery and failure, so they do not notice this
inefficiency. Also, importantly, when assessing the results
of texting initiatives and promotions incorrect response rates
are taken into account.
By using Dynmark’s e-txt™ text messaging application,
Jason Graham, a leading West End club promoter, found that
one of his main lists contained 35.7% of numbers to which
messages were not being delivered. By using e-txt™ he
was able to not only identify this inefficiency and save money,
he was able to easily identify the problem numbers and remove
these from his list. He was also able to use e-txt™ to
set up rules to automatically cleanse his list as an ongoing
process. He now uses e-txt™ for all his text promotions
and commented “I do a load of texting and was not unhappy
with my previous supplier, but the guys at Dynmark provide
a fantastic service, and now save me over 30 percent. Using
e-txt™ gives me total control of all my texting”.
Message non-delivery can also occur when text message wholesalers
use offshore mobile carriers in an effort to achieve lower
wholesale rates to improve wafer thin margins. This practice
is still prolific but is becoming less and less viable due
to UK mobile operators restricting access to their networks
unless offshore mobile network operators pay a termination
charge of approximately 3 pence. This termination fee is a
charge paid by the sending networks to the delivering networks.
Oscar Jenkins, Dynmark’s Chief Executive, said, “we
have a direct connection to Vodafone UK and do not use off-shore
routes for the delivery of text messages to UK handsets. We
have always offered a competitive price for our messages but
rely on e-txt’s features and the quality of our service
to win and keep customers”.
e-txt™ is an award-winning, powerful bulk SMS text message
distribution and management system that operates like familiar
e-mail applications - but rather than e-mails it allows PC
users to send and receive bulk SMS text messages, set up SMS
text campaigns, publish mobile internet sites, set-up e-mail
to SMS and SMS to e-mail, and loads more.
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