In [the ever-evolving landscape](email-subject-line-examples.html) of digital marketing, the channels through which businesses communicate with their customers continue to diversify. One such channel that has garnered attention is SMS marketing, which can be executed using short codes or long codes. Understanding the nuances between these options is crucial for e-commerce and digital business owners looking to optimize their communication strategies. In this article, we delve into the concept of "Long Code," explaining what it is, its benefits and drawbacks, and how it can be leveraged in your digital marketing strategy.
A long code, also known as a long number, is a standard 10-digit phone number used to send and receive SMS and MMS messages, as well as to make and receive voice calls (Twilio). Unlike short codes, which are typically used for high-volume mass messaging over short, memorable numbers, long codes provide a more traditional means of communication. Long codes are often perceived as more personal due to their conventional format.
Long codes are international by nature, allowing for cross-border communication that short codes often cannot achieve due to their domestic limitations (CM.com). This makes long codes especially useful for businesses with a global customer base.
Understanding the distinctions between long codes and short codes is pivotal for determining which is better suited to your business needs.
Format and Memorability: Long codes are typically 10-digit numbers, whereas short codes are 5-6 digits (Klaviyo). This makes short codes easier to remember, which is beneficial for marketing campaigns that require customer interaction (e.g., texting a keyword to a number).
Speed and Throughput: Short codes allow for higher throughput rates, facilitating the rapid sending of messages (multiple messages per second), which is ideal for broadcast marketing messages. Long codes, by contrast, allow for about one message per second, making them more suitable for personalized, one-on-one interactions.
Cost and Setup: Long codes tend to be less expensive to acquire and maintain compared to short codes, which typically involve a higher cost and a lengthy approval process due to carrier requirements (SimpleTexting).
Functionality: While both long codes and short codes support SMS messaging, long codes offer the additional functionality of enabling voice calls, making them versatile for communication (Plivo).
Long codes offer several advantages to businesses, especially those focused on personal engagement and international communication.
Personal Touch: Messages from a long code appear more personal and are perceived as direct communication from a person rather than a system, potentially increasing customer engagement and trust (Dexatel).
International Reach: Long codes are not geographically restricted, allowing businesses to reach customers across borders seamlessly, making them ideal for global operations (CM.com).
Two-Way Communication: They support two-way messaging, which is essential for customer service interactions that require feedback or continued engagement (Sinch).
Cost-Effectiveness: Long codes are generally more budget-friendly, suitable for small to medium-sized enterprises looking to integrate SMS into their communications without the high costs associated with short codes (Telesign).
Long codes lend themselves well to a variety of business applications, including but not limited to:
Acquiring a long code can be done through several providers such as Twilio, CM.com, and others. Here’s a simplified process of obtaining a long code for your business (Plivo):
While long codes provide several benefits, there are also limitations and challenges that businesses should be aware of:
Long codes represent a robust option for businesses aiming for personal, consistent, and international communication with customers. Their versatility to enable both SMS and voice communication, coupled with cost-effectiveness, positions them as a valuable tool in the digital marketing toolkit. However, weighing the benefits and challenges is critical to ensuring alignment with your business goals and customer communication strategies. For businesses seeking to foster closer relationships with their customers, and especially those with a global reach, long codes are an integral component of an effective communication strategy. As always, choosing the right communication channel will depend on [your specific business needs](klaviyo-cdp-features-update.html) and objectives.