The SMS marketing industry regularly utilizes short code texts in their text marketing campaigns. Short code texts help businesses easily promote their brands with SMS text messages on mobile phones. SMS marketing consists of commercial text messaging practices. These include daily alerts, contests, text coupons, polls, and more.
Coupled with a keyword, short codes reach potential clients, customers, and donors with text marketing. Opt-in subscribers use a corresponding keyword with the short code to permit them to receive SMS messages. For example, a large pizza chain owning the short code 33333 asks consumers to opt-in using the keyword “PIZZA” with that number.
Back in 2008, candidate Barack Obama used a short code text to communicate with his supporters. His short code “62262” spelled out “Obama” on a phone’s dial pad. Marketers call this a “vanity short code.” His success using this innovative low-cost text messaging helped his campaign.
But, over the years the rising use of smartphones makes phone dial pads obsolete. Thus, 2008 innovations do not apply in the 2020s anymore.
Anyone can subscribe to a marketing campaign using short code texting such as:
Also, a short code text message makes it easier for your texting campaigns. Such as:
Big companies like Domino’s, Subway, and McDonald’s use dedicated short codes. It allows them exclusive ownership of their short codes. It makes their unique brands stick out amongst other short codes. For instance, Pizza Hut owns this dedicated short code: 69488. No other business or organization can use 69488 as an SMS short code.
The Common Short Code Administration (CSCA) assigns available dedicated short codes. For instance, if available, the number “33333” may become your dedicated short code. Exclusively use the 33333 short code for your marketing campaigns.
A large company promoting its brand selects specific numbers easily remembered by consumers known as “vanity short codes”. For instance, selecting 12345 makes it easier for consumers to recall.
Or, as mentioned above, the Obama campaign used a number sequence of 62262 because it spells out Obama on a telephone dial pad. Like vanity license plates, the vanity short codes promote a brand.
You may have heard of the term shared short codes. This is the process of SMS software providers who owns specific short codes, and lease the short codes to many businesses, companies, and organizations on a shared basis.
For example, the SMS software provider owns the short code 212121 and leases the number to two businesses. One sells automobile tires and the other offers auto lubrication services. They use their unique keywords like "LUBE" and "TIRES" with the same short code 212121.
However, beginning in 2021 every mobile carrier across the U.S. and Canada have come together and have made the decision to unilaterally end service for shared short codes. This means every SMS software provider will no longer have any shared short codes. If you are using a shared short code you will need to switch to a long code (555-555-5555), a toll-free number (800-XXX-XXXX), or lease your own dedicated short code. Textedly provides services for all three of these options.
A non-vanity short code (also called a “random short code”) is randomly selected by the CSCA. You don’t choose your short code like a vanity or a dedicated one. It’s truly a random selection process.
Yet, sometimes the random selection spells out a word on a phone dial pad. Then, you may build a brand around that word.
Many reasons exist for choosing a dedicated short code. Usually, it’s a combination of the following benefits:
Check out the benefits of a vanity short code to see if they fit better for your business:
Shared short codes had two benefits:
|Random Short Code*||$1,000/month||N/A|
|Vanity Short Code*||$1,500/month||$1,000/month|
Your store advertises your short code marketing campaigns in many ways like:
Create a landing page dedicated to your short code marketing campaign. Take advantage of the unlimited words to use a landing page approach. Include a catchy headline, snappy supporting headlines, reinforcement statements, and a Call-To-Action (CTA) to subscribe while displaying your short code.
Also, display ads promoting your short code marketing campaign in your relevant web pages. Add blog posts to your website focusing on the keyword associated with your short code using a CTA.
Don’t forget about the power of free social media platforms to promote your short code and its marketing campaign. Hashtag your short code in all your social media channels. Add a “#shortcode” and a short description in your Tweets, Facebook, Instagram, Pinterest, and other channels.
LinkedIn posts and articles reach out to millions of businesses. Adding a “#shortcode” promoting your new marketing campaign results in new B2B subscribers.