Key insights from SMS delivery reports

Each SMS sent goes through a verification process that determines its final status. By understanding the different delivery statuses, businesses can fine-tune their SMS strategies for better engagement and higher conversion rates.

Here’s what the different SMS delivery reports indicate:

Fixing failed message issues

If your delivery reports show a high percentage of failed messages, it’s a clear sign that something needs fixing. Monitoring these reports helps businesses identify patterns and address issues like invalid numbers or carrier restrictions.

96% of consumers have felt annoyed by SMS marketing messages, which can lead them to block senders or mark messages as spam, further reducing deliverability. Regularly reviewing delivery reports ensures your messages don’t get lost in spam filters.

Sending messages at the right time

Timing directly affects SMS engagement and deliverability. Analyzing delivery reports helps identify when recipients are most likely to respond. Messages sent too early or too late may be ignored, while poorly timed promotions can lead to higher opt-out rates.

For example, Papa Murphy’s, a take-and-bake pizza brand, used SMS campaigns strategically by offering discounts during slow business hours, leading to a 17% increase in in-store traffic. 

By using delivery reports to track response patterns, businesses can fine-tune their messaging schedules to maximize impact.

Optimizing SMS content to avoid spam filters

To improve SMS deliverability, focus on clarity, value, and relevance. Messages should be concise, legally compliant, and free from spam triggers. 

Instead of generic promotions, personalize content based on user behavior, purchase history, or location to increase engagement.

For example, instead of a vague discount offer, send:
"Hey [Name], your favorite sneakers are back in stock! Grab them now with 10% off: [link]"

Segment audiences for higher deliverability

Not all customers engage with messages in the same way. Using delivery reports to segment audiences based on engagement and preferences ensures that messages are relevant. 

This increases the likelihood of successful delivery and customer interaction.

Example 1: VIP customers (Frequent buyers)

"Hey [Name], as a valued customer, here’s early access to our exclusive sale!  Enjoy 25% off before anyone else. Shop now 👉 [Link]"

Example 2: Inactive customers (Haven’t purchased in a while)

"Hi [Name], it’s been a while! We’ve got 15% off just for you to make your comeback special. Use code WELCOME15 at checkout. 🛒 Shop now 👉 [Link]"

Reduce costs by eliminating invalid numbers

Failed delivery reports indicate inactive or incorrect numbers. Removing these from your list ensures you’re not wasting resources on undeliverable messages, improving both cost efficiency and targeting accuracy.

A healthy clean contact list = Higher deliverability

Keeping a clean and updated SMS contact list is essential for improving delivery rates and reducing message failures. 47% of U.S. millennials appreciate receiving SMS messages from brands they've opted into, emphasizing the importance of targeting engaged subscribers.

Regularly removing invalid numbers, duplicate contacts, and inactive subscribers ensures messages reach the right audience. This minimizes delivery failures and compliance risks. 

A well-maintained SMS list enhances engagement, reduces costs, and improves overall SMS campaign performance.

Send SMS when customers are ready to act

Beyond analyzing past reports, businesses should proactively test and refine their messaging times. A/B testing different send times and tracking responses can help identify optimal engagement windows.

For U.S. audiences, compliance with TCPA regulations is important. Messages should not be sent before 8 AM or after 9 PM in the recipient’s time zone. While mid-afternoon tends to perform well, avoiding Mondays and peak rush hours can prevent messages from being overlooked. 

By continuously optimizing send times, businesses can enhance engagement, minimize opt-outs, and ensure compliance as well.

Failed or delivered? Use reports to refine your SMS strategy

Utilizing delivery reports allows businesses to track the success of their SMS campaigns. Companies can spot trends, identify issues, and adjust strategies by analyzing these reports. 

For example, if many messages are undelivered, it may indicate issues with carrier compatibility or the need for content optimization.

Follow the regulations to improve SMS delivery

Following TCPA and GDPR regulations is crucial for SMS deliverability and customer trust. Businesses must obtain explicit consent before sending marketing messages, ensuring compliance and avoiding penalties.

Using double opt-in confirms subscriber interest, reducing spam complaints and improving engagement rates. A well-managed opt-in/out process keeps your SMS list clean, enhances deliverability, and builds long-term customer relationships.

Choose a reliable SMS gateway

Partnering with a trusted SMS gateway ensures high deliverability and reliable message transmission. A reputable provider offers strong infrastructure, regulatory compliance, and carrier relationships to prevent message failures and filtering issues.

Plivo CX, an advanced omnichannel SMS marketing platform, helps businesses optimize message delivery, track performance, and engage customers with precision. 

With AI-driven insights and intelligent segmentation, brands can improve SMS deliverability, reduce costs, and maximize campaign success effortlessly.