Once your test is complete, you can analyse the results to determine whether the results confirm your hypothesis. Keep sample size and significance in mind so you never draw conclusions based on effects that resulted by chance. For example, if all conditions besides the test variable were the same and version A was sent out to 2000 recipients and had 3 conversions, and version B was also sent out to 2000 recipients but had 60 conversions, it’s safe to say that version B has performed significantly better. If you want to be sure about the significance of your results, you can always use a significance calculator.   
Grey Routing is a term given to messages that are sent to carriers (often offshore) that have low cost interconnect agreements with other carriers. Instead of sending the messages directly to the intended carrier, some bulk SMS providers send it to an offshore carrier, which will relay the message to the intended carrier. At the cost of consistency and reliability, this roundabout way is cheaper, and these routes can disappear without notice and are slower. Many carriers don’t like this type of routing, and will often block them with filters set up in their SMSCs.
Texting is immediate, with nearly 100% of texts being opened and 93% of them being opened within 3 minutes of being received. You’re pretty much guaranteed that at least the first step required for lead generation, reaching your customer, is covered with SMS. In addition to the open rates, texting has another benefit. It puts the power of decision in the customer’s hands.
Due to the dynamic nature of (SMS/MMS) marketing technology and the messaging industry, the Messaging Compliance Rules are constantly being updated from time to time. As a result, I’d strongly encourage clients to review vendors’ terms and conditions and proposed use cases with qualified legal counsel to make sure that they comply with all applicable laws.
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