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Obama’s SMS Campaign Fails to Reach 40-50% of Subscribers: Keynote Systems
A study of the Obama Campaign’s text messaging efforts has revealed that as many as half of the people who subscribed to receive a text message announcing Obama’s vice presidential running mate may not have received the message.
Keynote Systems, an on-demand mobile and internet test and measurement company, conducted 600 tests on the Obama ‘08 Campaign short code between Aug. 13 and Aug. 22, in anticipation of the Aug. 23 announcement. The results showed inconsistent performance, with “extremely poor availability compared to the industry average,” according to the company.
Between 40 percent and 50 percent of those who signed up to receive the VP selection text message may have never received it at all. The company did not reveal what the industry average is.
“Our evaluation of Obama’s SMS service leading up to his VP announcement demonstrates the inadequacy of the SMS technical infrastructure to support large-scale marketing campaigns,” said Shlomi Gian, director of mobile business development for Keynote. Gian suggests that companies use a solution for testing and monitoring short codes in order to ensure delivery and reliability.