From informing your customers about a flash sale, to letting them know their order has been shipped, the digital age provides endless opportunities for businesses to reach their customers through SMS. However, before you can start sending texts to your customers, you must first choose your SMS gateway provider, that is, the service provider which will actually deliver your messages to your customers’ phones. The decision is not so simple and there are a number of important considerations one must take into account before settling on a provider that suits your requirements. The following are the most important issues you need to keep in mind when making your choice:
- Deliverability ratio: The deliverability ratio is the ratio of the total number of messages which are to be sent and the actual number of messages which are received by the customers. It follows from the definition that in an ideal scenario where all messages sent out reach their respective destinations, the deliverability ratio will be one. However, in reality the deliverability ratio is always more than that due to several factors which influence deliverability, some of which are outside the control of the SMS gateway provider. Other factors, though, are in the provider’s control, like the authenticity of the SMS and the sender, network coverage of SMS gateways, filtered out customer profiles etc. These latter factors are the reason why deliverability ratio will vary between different vendors and it is hence crucial to choose a gateway provider with the lowest deliverability ratio. Doing so will ensure that your messages are much more likely to reach your customers.
- Multiple telecom network integration: As a business, your goal should be to reach your customers wherever they are and whichever telecom network they are on. Therefore, it is important that the gateway provider you choose for your business offers multiple telecom network integration so that your messages are reliably delivered to your customers regardless of location and network.
- Criticality: As per the needs of a business, certain messages are required to reach the customer instantaneously, such as OTP verification, password reset etc., while others, such as order confirmation and marketing alerts, can be delivered with a certain amount of time delay. A good gateway provider is able to discern the criticality of messages and prioritize them accordingly to provide a seamless experience for your business and your customers.
- Easy API integration: Every business has its own peculiar needs and further, every business needs to adapt to new market developments. Therefore, your gateway provider must provide you with the tools required to customize your customer experience as quickly and smoothly as possible. With well documented API integrations and an excellent technical support team, it is convenient for developers to try out customizations and test the changes. A SMS gateway provider that allows for such changes to be tested and implemented quickly is thus a superior choice for your business.
- Third party platform integration: Gateway providers are now offering easy integration of their platforms with third party applications such as Whatsapp, CRM applications etc. This can be an added bonus for businesses that are keen on such an integration.
- One platform for all messaging needs: SMS communication can be broken down into types – transactional, verification, marketing etc. For any business, it would be far better to choose a gateway provider that lets you send these different types of messages from one single platform instead of using different platforms for different types.
- Data security: The sheer quantity of data involved in bulk SMS communication is immense. Moreover, since personal details of customers and organizational information of your business are in the mix, there is a need for utmost security and safety in handling the data. Thus, a good SMS gateway provider must be capable of handling large quantities of data in a secure fashion through data encryption, physical security, administrative access controls etc. If a gateway provider has no record of a data breach, it is a clear sign that they take data security very seriously.
- 24/7 customer support: A robust customer support system is always preferable for any service one avails and in something as crucial as SMS communication, it is critically important. A gateway provider which provides strong technical support 24/7 and quick complaint resolution is guaranteed to be a better choice for your business.
- Quality and reliability: While the content of your messages are an organizational responsibility, the gateway provider must ensure that the content reaches the customers free from any mistakes and errors. Similarly, the gateway provider must also demonstrate the reliability of their service by delivering your messages at the appropriate time. A competent service provider is one who has a track record in delivering error-free messages on time.
- Overcoming language barriers: If your goal is to take your business global, you will need to communicate with customers in their local languages. Gateway providers which offer multilingual support are thus quite useful as their translation services help your business increase its reach while also giving your customers the necessary personal touch.
- Analytics: Detailed statistical data related to number of messages sent, delivered, opened, customer engagement etc. can be a helpful tool in assessing the effectiveness of your communication and marketing strategy. A gateway provider which provides such data can be an important asset to your business.
- SMS customization: Oftentimes, it is beneficial to mix things up and integrate multimedia content alongside your text messaging. If your gateway provider is giving you such a feature, it may help you enhance customer engagement significantly.
- Test services: If a gateway provider checks all the boxes for your business, it may be time to find out if they offer a free trial period during which you can experience their service firsthand. This will allow you to carefully judge their performance and ensure you do not end up paying for poor services.
- Easy on the pocket: And finally, you need to be certain that you’re getting the best possible services at a cost that is affordable to you. Further, it is crucial to ascertain that you are not being overbilled due to hidden charges and that you are paying only for the services you are availing.
With the help of this detailed guide, you are now in a position to choose the perfect SMS gateway provider for your business based on your needs, budget and product. You can pick a feature-heavy provider which offers analytics and multimedia integration at a higher cost, or you can choose an affordable vendor with great coverage and a low deliverability ratio. Either way, you are now equipped to make a decision that is best for the future of your business.