Key Takeaways
According to a report, SMS campaigns have a 10.66% click-through rate which is higher than that of emails. Bypassing carrier filtering for SMS campaigns is a critical challenge for businesses aiming to reach their audience effectively.
With new regulations like A2P 10DLC in the USA and DLT SMS in India, mobile carriers often block or filter messages that appear spammy, preventing them from reaching the intended recipients. Understanding how carrier filtering works and implementing strategies to avoid it can help ensure higher delivery rates and successful campaigns.
What is Carrier Filtering?
Carrier filtering, also known as SMS filtering, is a process used by mobile network operators to screen incoming SMS messages including OTP SMS, ensuring that only legitimate and safe communications reach users while blocking unwanted, harmful or fraudulent messages. This protective measure enhances user experience and security by maintaining the integrity of SMS communication.
How Carrier Filtering Works?
Here’s how carrier filtering works
- Messages are checked for spam-related words.
- Past issues with a sender can trigger filtering.
- High message rates may signal potential spam.
- Machine learning detects suspicious content.
- Suspicious links are flagged.
- Too many opt-outs may block future messages.
The Impact on SMS Marketing Campaigns
- Carrier filtering is important for keeping messaging safe, but it can create challenges for legitimate SMS marketing campaigns.
- Messages that trigger filtering rules may be blocked or delayed, making it harder to reach your audience effectively.
- Filtering rules can differ between carriers and regions, leading to varying delivery rates for different parts of your audience.
- Sometimes, real messages are wrongly marked as spam, especially if they use certain words or patterns that look suspicious.
- When messages are blocked, marketers pay for them without reaching their audience, which can lower the return on investment (ROI) for campaigns.
- If messages are frequently blocked, it can hurt the sender's reputation, making future message delivery more difficult.
How to Bypass Carrier Filtering for your SMS Campaigns?
Here’s how we can bypass carrier filtering for your SMS campaigns
- Content Analysis
- Filtering systems check messages for keywords linked to spam, like "free" or "urgent," which can lead to blocking.
- Systems look for unusual patterns, like too many capital letters or repeated phrases, which might signal spam.
- Advanced systems analyse the tone of a message; overly promotional or misleading messages can be flagged.
- Sender Reputation
- Carriers track a sender's past behaviour, including complaint and rejection rates, to score their reputation.
- High message volumes or sudden spikes can trigger filters, while steady messaging patterns are viewed positively.
- Carriers require senders to verify their identity and unverified IDs may face stricter filtering.
- Technical Factors
- The reputation of the IP address sending the messages is checked; bad reputations may lead to blocking.
- Messages must meet technical standards; those that don't may be rejected.
- Carriers use methods like SPF and DKIM to verify message legitimacy.
- Regulatory Compliance
- Messages to users who haven’t opted in can be blocked and proof of opt-in may be required.
- Some content may be restricted by local laws, such as marketing for alcohol or tobacco.
- Certain regions limit when marketing messages can be sent; outside these hours, messages may be blocked.
- Adaptive Learning
- Advanced systems adapt to new spam techniques by learning from user feedback and reports.
- Carriers share information on new spam tactics, helping filtering systems quickly adapt to challenges.
You can check our article on SMS campaigns for a detailed guide.
Crafting SMS Content That Bypasses Filters
- Avoid Spam Trigger Words
Stay away from common spam words, especially financial terms (like "cash" or "discount"), urgency phrases (like "act now" or "limited time"), and overpromising claims (like "guaranteed"). Use alternative wording instead, like saying, "Explore our new reward program today."
- Use Proper Grammar and Formatting
Make sure your messages are clear and well-structured. Avoid using all caps, check for spelling errors and use punctuation correctly. For example: "Hi [Name], your order is ready for pickup. Visit our store before 6 PM today."
- Personalize Your Messages
Add a personal touch by including the recipient's name and relevant details. For example: "Hello Sarah, your recent purchase qualifies you for our VIP program. Visit our Boston store to learn more."
- Be Transparent About Your Identity
Clearly identify your company in the message to build trust. For example: "Message from FitnessPro: Your gym membership renews next week. Reply STOP to opt out."
- Segment Your Audience
Send targeted messages to specific groups based on their preferences. For example: "Hi [Name], since you bought hiking boots, you might like our upcoming wilderness workshop."
- Test Your Messages
Before launching a big campaign, test your messages using spam checking tools and send them to different carriers. Adjust based on delivery rates.
- Maintain Consistent Sending Patterns
Avoid sending too many messages at once. Spread out large campaigns and keep a regular communication schedule to avoid triggering filters.Message Now provides reusable SMS templates helping in better engagement of your business campaigns.
Conclusion
In conclusion, successfully navigating carrier filtering is essential for effective SMS marketing campaigns. By understanding the filtering mechanisms and crafting well-structured, engaging content, marketers can improve message deliverability and enhance audience engagement. Prioritizing transparency and personalization will further strengthen recipient trust and response rates.
