SMS Marketing

50 Essential SMS Marketing Terms Every Marketer Should Know

June 21, 2023

Written By

The Via Team

The SMS Marketing sphere can sometimes sound like a totally different language. But, don’t worry, we’ve got a list of 50 SMS terms to help! Whether you're new to SMS Marketing or a seasoned professional, this comprehensive list will help you navigate the landscape and maximize your marketing efforts. Feel free to bookmark this page to your browser for future reference. Enjoy!

#1 SMS (Short Message Service)

SMS refers to Short Message Service, which is the technology used for sending and receiving short text messages between mobile devices.

#2 MMS (Multimedia Messaging Service)

MMS enables the sending of multimedia content, such as images, videos, and audio, along with text messages.

#3 API (Application Programming Interface)

An API is a set of protocols and tools that allows different software applications to communicate with each other. In SMS marketing, an API enables the integration of SMS messaging functionality into software applications.

#4 Opt-in

Opt-in is the process by which users give their consent to receive SMS messages from a particular business or organization. It ensures that recipients have actively chosen to receive communications.

#5 Opt-out 

Opt-out refers to the process through which users can unsubscribe or stop receiving SMS messages from a sender. It provides recipients with the ability to easily discontinue receiving messages they no longer wish to receive.

#6 Keyword 

A keyword is a specific word or phrase used to trigger a particular action or subscription when users interact with an SMS marketing campaign. It allows users to initiate specific responses or actions by texting a keyword to a designated number.

#7 Short Code 

A short code is a shortened phone number typically consisting of 5 or 6 digits. It is used for sending and receiving SMS messages in marketing campaigns. Short codes are easier to remember and are often used for high-volume messaging.

#8 Long Code

A long code is a standard, full-length phone number used for SMS messaging. Long codes are typically used for one-on-one conversations or lower-volume messaging.

#9 Sender ID

The sender ID is the alphanumeric or numeric identifier displayed as the sender of an SMS message. It helps recipients identify the source of the message and establishes trust.

#10 Sender Name 

The sender name is the name or brand that appears as the sender of an SMS message. It allows businesses to display their brand name to recipients and reinforces brand recognition.

#11 Delivery Rate

The delivery rate is the percentage of SMS messages that are successfully delivered to recipients out of the total number sent. It indicates the effectiveness of the messaging infrastructure and the quality of the recipient database.

#12 Open Rate

The open rate is the percentage of recipients who open an SMS message. It measures the engagement and effectiveness of the message content and subject line.

#13 Click-Through Rate (CTR)

The click-through rate is the percentage of recipients who click on a link within an SMS message. It measures the level of recipient engagement and interest in the call-to-action provided in the message.

#14 Conversion Rate 

The conversion rate is the percentage of recipients who take the desired action, such as making a purchase or filling out a form, after receiving an SMS message. It indicates the effectiveness of the message in driving the intended outcome.

#15 Personalization

Personalization involves customizing SMS messages to include recipient-specific information, such as their name, purchase history, or location. It enhances the relevance and effectiveness of the message and strengthens the customer relationship.

#16 A/B Testing

A/B testing, also known as split testing, involves sending two versions of an SMS message to different segments of the audience to determine which version performs better. It helps marketers optimize their messaging by comparing different variables, such as content, offers, or call-to-action.

#17 Autoresponder

An autoresponder is an automated SMS message sent in response to a specific trigger or event, such as a user subscribing to a campaign or completing a purchase. It allows businesses to instantly acknowledge or provide relevant information without manual intervention.

#18 Campaign

A campaign refers to a coordinated series of SMS messages designed to achieve specific marketing objectives. It includes planning, message creation, scheduling, and tracking of performance metrics.

#19 Character Limit

The character limit is the maximum number of characters allowed in a single SMS message. In most cases, it is 160 characters, but it can vary depending on the language or encoding used.

#20 Concatenation

Concatenation is the process of combining multiple SMS messages to form a longer message. It allows messages that exceed the character limit to be delivered seamlessly as a single message to the recipient.

#21 DND (Do-Not-Disturb)

DND is a regulatory feature that allows mobile phone users to opt-out of receiving promotional messages. It ensures compliance with regulations and helps maintain a positive user experience.

#22 Sender Reputation

Sender reputation refers to the reputation of a sender based on factors such as message quality, compliance with regulations, and recipient engagement. A good sender reputation improves deliverability and ensures messages are not flagged as spam.

#23 Spam Filter

A spam filter is a mechanism used by mobile network operators and messaging gateways to identify and block unsolicited or unwanted SMS messages. It helps protect recipients from spam and maintain the integrity of SMS marketing.

#24 SMPP (Short Message Peer-to-Peer)

SMPP is a protocol used in the telecommunications industry for exchanging SMS messages between SMS centers and SMS gateway applications. It ensures reliable and secure message delivery.

#25 SMS Gateway

An SMS gateway is a platform or service that enables the sending and receiving of SMS messages. It acts as a bridge between different networks, applications, and devices, ensuring seamless message delivery.

#26 SMS Blast

An SMS blast refers to sending a large number of SMS messages simultaneously to a targeted group of recipients. It is commonly used for time-sensitive promotions or important announcements.

#27 SMS Broadcast

An SMS broadcast is similar to an SMS blast, but it typically involves sending messages to a broader audience without specific targeting. It is useful for general announcements or updates.

#28 List Segmentation

List segmentation involves dividing a subscriber list into smaller, more targeted segments based on specific criteria, such as demographics, preferences, or past purchase behavior. It allows marketers to tailor messages to different groups, improving relevance and response rates.

#29 Database Management

Database management refers to the process of organizing, storing, and maintaining subscriber data for SMS marketing campaigns. It includes data collection, segmentation, updating, and ensuring compliance with data protection regulations.

#30 Call-to-Action (CTA)

A call-to-action is a statement or instruction that encourages recipients to take a specific action, such as visiting a website, making a purchase, or subscribing to a service. It guides the recipient's response to the SMS message.

#31 Landing Page

A landing page is a web page specifically designed to receive traffic from an SMS message or other marketing channels. It is optimized to facilitate the desired action, such as capturing leads or promoting a product.

#32 URL Shortener

A URL shortener is a tool that converts long URLs into shorter, more compact versions. It is commonly used in SMS marketing to save space and improve the readability of links.

#33 Click Tracking

Click tracking involves monitoring and analyzing the clicks on links within SMS messages. It provides insights into recipient engagement, helps measure the effectiveness of campaigns, and identifies areas for improvement.

#34 Drip Campaign

A drip campaign is a series of automated SMS messages sent at predetermined intervals to nurture leads or engage customers over time. It aims to deliver relevant information and maintain communication with recipients.

#35 Two-Factor Authentication (2FA)

Two-factor authentication is a security measure that requires users to provide two forms of identification before accessing an account or service. SMS messages are commonly used to deliver the second factor, typically a unique verification code.

#36 ROI (Return on Investment)

ROI measures the profitability of an investment relative to its cost. In SMS marketing, it quantifies the financial returns generated by the campaign compared to the investment made in terms of resources, time, and expenses.

#37 CTIA (Cellular Telecommunications and Internet Association)

CTIA is an industry association representing the wireless communication sector in the United States. It establishes guidelines and best practices for SMS marketing compliance.

#38 TCPA (Telephone Consumer Protection Act)

The TCPA is a U.S. federal law that sets rules and restrictions for telemarketing, including SMS marketing. It governs issues such as consent, opt-outs, and prohibited practices.

#39 CTA Compliance

CTA compliance refers to ensuring that SMS messages adhere to regulations and best practices, particularly regarding clear and accurate information, appropriate formatting, and compliance with opt-out requests.

#40 Geo-targeting

Geo-targeting involves delivering SMS messages to recipients based on their geographic location. It allows businesses to target specific regions or localize their messaging for more relevant and effective campaigns.

#41 Time Zone Optimization

Time zone optimization involves scheduling SMS messages to be delivered at the most appropriate time based on the recipient's time zone. It helps maximize engagement and response rates by reaching recipients at the most convenient times.

#42 Customer Lifecycle

The customer lifecycle refers to the stages a customer goes through, from initial awareness to post-purchase. SMS marketing can be tailored to each stage, providing relevant information, promotions, and support to enhance the customer experience.

#43 CRM (Customer Relationship Management)

CRM is a system or software used to manage and analyze customer interactions and data throughout the customer lifecycle. Integrating SMS marketing with a CRM system allows for better tracking and personalization.

#44 Blacklisting

Blacklisting is the process of adding a phone number or sender ID to a list of blocked or prohibited numbers. It is typically done to prevent messages from being delivered to recipients who have requested to opt-out or flagged previous messages as spam.

#45 Whitelisting

Whitelisting is the opposite of blacklisting. It involves adding a phone number or sender ID to a list of approved or trusted senders. Whitelisted messages are typically exempt from spam filters, ensuring better deliverability.

#46 Shortcode Provider

A shortcode provider is a company that offers access to shortcodes for SMS marketing purposes. They provide the infrastructure, management, and compliance services required to use shortcodes effectively.

#47 Compliance Audit

A compliance audit involves reviewing SMS marketing campaigns, processes, and practices to ensure they adhere to legal and regulatory requirements. It helps identify areas of non-compliance and mitigate potential risks.

#48 Multi-channel Marketing

Multi-channel marketing involves using multiple communication channels, such as SMS, email, social media, and voice calls, to reach and engage with customers. It allows for a more comprehensive and integrated marketing strategy.

#49 Customer Segmentation

Customer segmentation involves dividing customers into distinct groups based on similar characteristics or behaviors. SMS marketing can be tailored to each segment, ensuring more relevant and targeted messaging.

#50 Via

Sometimes a boost is all you need to take your SMS Marketing Strategy to the next level. This is where Via comes in. We have the SMS tools to drive ROI and bring in the sales you're looking for. Ready to learn more? Request a demo today!

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