SMS Testing: Check Every Text Before It Costs You

When it comes to discussions around deliverability and rendering, email is the channel that gets all the attention. But there’s another inbox that doesn’t deserve to go unnoticed: SMS.

SMS is attractive to marketers because it’s immediate, personal and absurdly effective for certain communication types. However, it’s also expensive to pull off. And because it’s so intimate, customers expect you to get it right 100 percent of the time.

Those high expectations may make the channel seem intimidating. But for such a short message, SMS makes a big impact:

• SMS marketing is seeing click-through rates (CTR) 7x higher than email.
• 87% of U.S. shoppers who subscribe to a brand’s SMS say they’re likely to make a purchase.
• E-commerce brands using SMS generated 202% more revenue, on average, than those without SMS.

That’s a lot of money at stake, packed into 160 characters. With the right SMS testing platform in place, each text you send can directly improve your bottom line.

In this post, we’ll discuss how to:

• Set up SMS testing
• Send to a seedlist
• Build SMS journeys
• Read results and troubleshoot issues

Looking for flawless delivery for the small screen? Book a demo of Inbox Monster’s SMS Suite.

{{sms-suite="/blog-ctas"}}

What Is an SMS Testing Platform?

An SMS testing platform tests your text messages on real phones before subscribers get them.

The platform allows you to send a campaign to a seedlist, which is a set of phone numbers on carriers in the U.S. and Canada. It then shows you which carriers delivered it, how it looks on a phone and whether anything in the copy or links could get it filtered.

SMS journeys go a step further and test two-way conversations, like replies and keywords.

Brands find value in SMS testing platforms because they’re:

• Comprehensive. Testing covers all major carriers in the U.S. and Canada.
• Fast. Results usually arrive a few minutes after you send.
• Unique. Each different version of a message gets its own results.

The 4 Components of SMS Testing

When shopping for an SMS testing platform, you’ll want to make sure it covers each of the following four key areas.

1. Carrier placement

Similar to email inbox placement, SMS testing platforms show you how many messages each carrier delivered (Received) and how many it didn't (Missing), with a delivery graph and an overall average.

If one carrier shows a high Missing rate, that carrier is probably blocking or filtering your messages. Look at each carrier on its own, because a good average can hide a problem on one network.

2. Phone preview

Phone previews display how the message looks on iPhone and Android in a variety of views: on the lock screen, in the conversation list and in the open conversation.

Emojis, line breaks and images can look different on devices, so it’s important to check each mobile operating system.

3. Content and link checks

SMS testing platforms enable several critical checks:

• Spam detection flags words in the copy that filters look for.
• Unsubscribe check confirms the message tells people how to opt out.
• Link reputation checks the domain of each link against Spamhaus.
• Link validation catches broken links, such as pages that return a 404 error.

4. SMS journeys

Journeys test your automated text conversations as they happen. A seed phone on the carrier you choose texts your number and replies, so you can check that each reply gets the right response. They catch typos, keywords like JOIN, STOP and HELP that don't work, and setup problems on specific carriers.

How to Set Up SMS Placement Testing

The good news is that getting started with SMS testing takes five simple steps—and you only need to do the first two once. After that, running a test just means sending to the seedlist.

1. Add your sending number. Testing platforms can only track messages from the numbers your SMS provider (such as Braze or Attentive) sends from, so add them before your first test or journey.
2. Download the seedlist. Your testing platform provides this seedlist, which includes one phone number for each carrier that’s monitored. Download a fresh copy of this seedlist from time to time so your test list stays current.
3. Load the seedlist into your SMS provider. Upload the numbers to your provider as a test list or audience. Your provider has to treat these numbers as subscribers who opted in to texts from your sending number, or it won’t send to them.
4. Send the campaign to the seedlist. Send from one of the numbers you added in step 1. Use exactly the same copy you’ll send to subscribers, but take out anything personalized, like first names or merge tags. Results are grouped by message text, so personalized versions show up as separate, incomplete reports.
5. Read the results. SMS testing platforms show a preview of each test and its average delivery across carriers. Select a campaign to see when it was sent, its character count, the full message and phone preview, among other metrics.

What You Need to Build SMS Journeys

While placement testing checks a one-way message, journeys check a back-and-forth conversation. A seed phone texts your number, and you watch your automation reply in real time.

Journeys are the easiest way to make sure a new or changed flow works before subscribers interact with it. Use SMS journeys to confirm your automation answers every reply a subscriber might send and to catch typos or setup problems on specific carriers.

Here’s what you need to start building journeys:

• A registered sending number that’s live, meaning a 10DLC number registered with The Campaign Registry, an approved short code or a verified toll-free number.
• Two-way messaging turned on for the number, with keywords you set up in your SMS provider. These include JOIN or an opt-in keyword, STOP, HELP, plus any custom keywords or reply paths.
• An automation published and live on that number
• Nothing stopping the seed phone from joining, such as location limits or an earlier opt-out. If a previous test ended with STOP, clear it before you run the test again.
• Compliant replies, like sending back contact details after HELP and unsubscribing the number after STOP.

SMS Deliverability

Just like with email deliverability, “delivered” only means the carrier accepted the message. SMS testing platforms check whether it was actually received and showed up on a real phone.

• Sent: The message was passed along to the carrier.
• Delivered: The carrier accepted the message.
• Received: The message showed up on the phone. This is what the seedlist measures.

If some carriers show “Missing,” it’s likely that the seed numbers aren’t opted in to your sending code. In this case, run the opt-in import or list certification again. If the numbers are opted in, the carrier is filtering you.

How carriers filter messages

In email, mailbox providers like Gmail and Outlook decide what gets through. In SMS, the carriers decide. Each one has its own filters and rules, and they change often. When a carrier blocks a message, it usually doesn't tell the sender.

Here are common reasons why messages go missing:

• Carrier filtering. Carriers filter high volume from numbers they don't recognize, repetitive content, flagged links and low engagement.
• Registration. Unregistered 10DLC numbers are blocked. Registered numbers can still be filtered if the campaign description in The Campaign Registry is vague or out of date, or if your messages don't match the samples you registered.
• List quality. Invalid or inactive numbers cause errors and opt-outs. Some platforms pause all sending once errors pass 10% or opt-outs pass 3%.
• Content. Messages about sex, hate, alcohol, firearms or tobacco (known as SHAFT) are filtered heavily and can bring fines of up to $10,000 per violation. Generic link shorteners, lots of capital letters and misleading calls-to-action add risk too.

4 steps to fix a delivery problem

If carriers are filtering your messages, hope is not lost. Here’s what you can do to get back into the SMS inbox.

1. Check your setup. Review your number type, registration status, campaign descriptions and the links and domains in your messages.
2. Clean your list. Remove invalid and inactive numbers, stop texting people who don't engage and make sure you have clear, documented consent for everyone else.
3. Review your content. Make sure each message names your brand, includes opt-out language and uses branded links.
4. Keep watching. Track delivery rates, error codes, opt-outs and carrier feedback. Regular seed tests catch a drop on one carrier before it gets worse.

Your SMS Optimization Checklist

Your sending numbers are set up, your journeys are built and you’re ready to start texting. Follow the checklist below to make sure your messages are in tip-top shape.

1. Deliverability: Does your SMS testing platform show a carrier blocking you or an increase in messages gone Missing?
2. Lock Screen: Can you see the brand and the offer in the Locked view on both iPhone and Android?
3. Links: Do the links pass both checks, and are you using branded links instead of generic shorteners?
4. Flows: Do your SMS journeys confirm that JOIN, STOP, HELP and every reply path work?

Better Text Testing With the SMS Suite

If you’re looking for better testing to optimize your text messages, Inbox Monster’s SMS Suite has everything you need. It’s the world’s first unified SMS testing platform where you can get a single snapshot of all relevant SMS metrics.

The SMS Suite comes with:

• Delivery diagnostics across all major carriers in the U.S. and Canada
• Virtualized rendering on iOS and Android devices
• Real-time SMS journey testing
• Link validation and reputation

Book a demo to see the SMS Suite in action.

{{closer-look="/blog-ctas"}}