Your SMS vendor might be costing you more than you think. Read on to see why.
准备好一睹Bird 的风采了吗？
对于enterprise 品牌来说，短信是最具投资回报率的营销策略之一。
So why are we discussing the high cost of SMS? Because whether you know it or not, you may be using wholesale aggregators to send your messages.
全世界有成千上万家运输公司，与所有这些公司保持合同关系是一项相当大的挑战。这就是企业经常依赖批发商的原因。
但是，使用短信批发聚合商可能会导致花费快速增加。
Communication services like SMS account for 占全球 IT 支出的 31. When business leaders go on the hunt for expenses to cut, SMS often gets pulled under the microscope.
这就引出了我们的第二点：虽然短信的分钱成本可能很低，但如果您与短信批发聚合商合作，投资回报率（ROI）可能远远达不到其潜力。
糟糕的可送达性和其他服务问题很可能会影响您的运营、收入增长和整体品牌声誉，而您的团队可能对此毫不知情。在某些情况下，由于不符合当地法规，这些聚合器甚至会使品牌面临潜在的法律诉讼。
这些限制在您的日常运营中可能并不明显，但缺乏全球覆盖范围和直接的运营商连接可能会让您的企业损失惨重，尤其是如果您正在努力展示一个具有凝聚力的全球品牌或运行一个具有成本效益的营销组织。
了解 SMS 批发商如何损害您的业务的真相--看看您能做些什么。
省钱的代价短信批发商如何真正运作
表面上看，对于需要短信群发服务的enterprise 品牌来说，短信批发商似乎是一个合理的供应商解决方案。这些批发商与第三方签订合同，代表贵公司发送短信，包括在批发商不在的全球市场。
但是，这种商业策略虽然降低了企业的每条信息成本，但也带来了一系列新的成本和问题，包括： 1：
支付中间商的额外费用。 When aggregators contract out your messages to other vendors, they always take a cut. And if you are not paying that cost, it might just be that they are dropping messages to create margin.
你的聚合器的聚合器可能也在做同样的事情。 This could take place six times, seven—and all the while, your business is footing the bill for vendor processing fees.
链条上的任何一个环节出了问题，都可能导致灾难。 As messages are passed between aggregators, for example, things can go wrong. If even one vendor changes a sender ID, your messages could suddenly be classified as spam and ultimately not delivered.
可见度低导致透明度低。 In the hands of unknown aggregators, your business is at greater risk of bad deliverability rates, impacting not only your campaign performance but your ability to evaluate your campaign’s results.
增加信息延迟会降低投资回报率。 Exchanges between aggregators can increase the time it takes to send these messages out. One-time passwords and flash sales, for example, have a short life expectancy and need to be delivered immediately.
遵守规定。 Messaging regulations vary by country, and not every SMS aggregator is going to follow the rules. A disregard for local regulations can expose your business to fines or other consequences.
服务质量： Delivery rates, timing, and other variables affecting performance can be hard to track. In the worst-case scenario, certain aggregators may submit fake delivery receipts.
低成本短信发送背后令人担忧的数学问题
那么问题来了，如果批发聚合商不断收取佣金、丢弃信息并将工作转交给其他人，那么您究竟为信息传递支付了多少费用？
It’s tough to answer this because it requires you to know exactly how many messages are getting delivered.
Unfortunately, delivery can’t be assumed with SMS wholesale aggregation. Since there’s a baseline cost for sending an SMS message, aggregators 在 bottom of the food chain might decide to drop a percentage of those planned messages, deliver the rest, and pocket the difference.
假设每条信息的售价为 1 美分，但路由这些信息的成本为 1.1 美分。聚合商赚钱的唯一途径就是投放足够多的信息，从而创造利润空间。利润率可能是 20%，也可能更高。
Getting concrete numbers around deliverability is often difficult, and sometimes impossible. Some aggregators will submit fake receipts. Others may not report on deliverability at all.
这些本地聚合器通常也不会分享准确的送达数据，因此企业只能猜测有多少邮件真正被收到。即使您向聚合器提出问题，他们通常也只能接受糟糕的结果。
批发商的商业弊端
营销投资回报率低只是短信批发商问题的一部分。在最坏的情况下，这些服务还可能使您的企业在多个国家遭受持久的声誉损害和法律纠纷。
让我们回顾一下采取低成本批发商方式可能带来的后果：
可送达性差导致转化率下降和客户流失journeys
短信要么无法到达，要么无法按时到达。这意味着您的受众将被延迟或无法采取重要行动，如注册账户、购物或实现短信营销活动的其他目标。
当信息在多个聚合器之间传递时，运营商问题可能需要更长的时间来调试，从而降低信息吞吐量和容量。
If your SMS message isn’t delivered, all the resources spent on campaign design, content creation, and platform costs are for naught. ǞǞǞ loss on your ROI here is nearly immeasurable because of its wide, rippling effects. This result is a broken customer journey that damages your reputation as a global brand and severs your connection to each customer’s brand experience.
监管罚款和声誉损失
Messages sent through a wholesale aggregator are more likely to come under regulatory scrutiny due to altered sender IDs, unauthorized messaging practices, issues around opt-ins, and complaints from your target audience.
ǞǞǞ fines for non-compliance can be crushing for any business. In the United States, for example, violations of the Telephone Consumer Protection Act can result in fines of $500 每条短信 On top of those material costs, a poor messaging experience can inflict lasting brand damage and break trust among your target consumers.
短信欺诈
一些短信批发聚合商会产生虚假流量，然后向这些流量发送真实短信，最终由您的企业支付费用。由于虚假流量是用真实电话号码生成的，因此企业无法当场抓住聚合商。
Even the world’s biggest brands are susceptible to this fraud: X, formerly Twitter, revealed earlier this year that it was losing as much as $60 million/year on 伪造双重授权 (2FA) messages.
服务和能力有限
An SMS wholesale aggregator can facilitate messaging to certain global audiences, but their overall value as a communications vendor is very limited when compared to alternatives.
These aggregators offer limited geographic service, struggle to perform on the massive scale required by enterprise brands, and don’t offer support for WhatsApp, email, or other forms of messaging. Most importantly, they lack the quality of a direct-carrier relationship that 传递信息 and adapts routing to maximize messaging ROI.
计算并保护您的真实投资回报率Bird
Don't be lured in by low-cost SMS wholesale aggregators; the consequences for your ROI, brand reputation, and legal team simply aren’t worth it. Instead, connect your SMS spending directly to your business’s outcomes with a better solution.
Bird is here to help: We’ll perform an analysis of your SMS spending and hop on a call with you to discuss the true costs of your current SMS strategy. Then we’ll demonstrate how our platform can help you optimize your messaging content, global engagement, compliance, and multi-channel strategy.
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