SMS marketing has proven to be one of the most effective ways to connect with customers. At the heart of any successful SMS marketing campaign lies the strategic use of SMS keywords. These simple yet powerful tools can boost engagement, increase opt-ins, and help you build a loyal customer base.
This guide will walk you through everything you need to know about SMS keywords, including actionable tips, examples, and best practices to optimize your campaigns.
Table of contents
What Are SMS Keywords?
An SMS keyword is a unique word or phrase that customers text to a short code (a specific number) to subscribe to SMS marketing campaigns, receive updates, or access information. SMS keywords are a powerful way to build your SMS subscriber list and engage with customers in a highly targeted manner.
Examples of SMS Keywords
For discounts: Text SAVINGS to 12345 for 10% off your next purchase!
For updates: Be the first to know! Text LAUNCH to 12345 for exclusive updates on our new products.
For loyalty programs: Join our rewards program! Text REWARDS to 12345 to start earning points today.
What Is a Short Code?
A short code is a 5-6 digit number businesses use to send and receive text messages. It’s a central element of SMS marketing, allowing customers to engage with campaigns by texting specific keywords.
Example: If you’ve purchased a product and received a message asking you to text JOIN to 54321, the number 54321 is the short code. Short codes are memorable and easy to use, making them essential for SMS campaigns.
Are SMS Keywords Limited to Short Code Numbers?
No, SMS keywords are not exclusively limited to short code numbers. While short codes are the most common and widely used option for SMS keyword campaigns, there are other alternatives, such as long codes and toll-free numbers, that businesses can use depending on their specific needs and budget.
What Is an SMS Key?
An SMS key is a unique identifier that links a customer’s mobile number to their profile in your database. This enables personalized messaging and precise segmentation based on customer preferences and behaviors.
Why Use SMS Keys?
Personalize messages with names, locations, or other details.
Track user engagement, opt-out statuses, and campaign performance.
Segment audiences for more targeted marketing efforts.
For example, if a customer texts SALES to opt in for discounts, their SMS key will help track their interest in promotions, allowing you to tailor messages accordingly.
How to Choose the Best SMS Keywords
Choosing the right SMS keywords is crucial for the success of your SMS marketing campaigns. The keywords you select should resonate with your target audience, be easy to remember, and effectively convey the purpose of your campaign. Here’s a detailed guide to help you make informed choices:
1. Keep It Simple and Memorable
Simplicity is key when selecting SMS keywords. Your audience should be able to recall and type the keyword without hesitation. Keywords that are complex or hard to spell can discourage users from engaging with your campaign.
People often interact with SMS campaigns on the go, where they may have limited time or distractions. A simple keyword like “SALE” is far more effective than something complicated like “S@LE123.”
Avoid using overly creative spellings or unfamiliar terms. Instead, opt for common, intuitive words that directly align with your offer or brand identity.
2. Stay Relevant to Your Campaign Goals
The keyword should reflect the purpose of your SMS campaign. For example, if you’re promoting a discount, a keyword like "SAVE" or "DISCOUNT" immediately communicates the offer.
Relevance increases the likelihood of engagement because it helps customers understand the value of interacting with your campaign.
Think about the primary goal of your campaign. If it’s about loyalty rewards, choose keywords like “REWARD” or “LOYALTY.” For product launches, opt for words like “NEW” or “FIRSTLOOK.”
3. Avoid Special Characters or Complex Formats
Special characters, such as "$," "%," or "&," can confuse your audience and create additional friction when typing the keyword. Similarly, overly creative spellings can lead to errors and missed opportunities.
Customers might struggle with inputting special characters or remembering unconventional spellings, reducing opt-in rates.
Stick to alphanumeric characters and avoid symbols. For instance, choose “PIZZA” over “PI$$A” or “DEAL” over “D3@L.” Simple formats work universally across devices and are more user-friendly.
4. Opt for Short, Single Words
Short keywords are easier to type and less prone to errors, especially when users are typing on mobile devices. Long phrases can be cumbersome and increase the likelihood of mistakes.
Brevity ensures that users can engage quickly without overthinking or worrying about typos. Therefore, use a single, concise word like “JOIN” instead of a longer phrase like “SIGNUPNOW.” If you do need a phrase, ensure you reserve multiple formats (e.g., “HAPPYHOUR” and “HAPPY HOUR”) to capture all variations.
5. Plan for Autocorrect Interference
Autocorrect can accidentally change the intended keyword to something else, especially if the word is uncommon or misspelled. This can lead to missed opt-ins and frustrated users.
Autocorrect errors can prevent your audience from successfully engaging with your campaign, reducing its effectiveness.
Choose keywords that are common and unlikely to be autocorrected. For instance, avoid made-up words like “DISXOUNT” and stick to standard terms like “DISCOUNT.” You can also test your keywords against autocorrect tools to identify potential issues.
6. Test Your Keywords for Effectiveness
Before launching your campaign, test your chosen keywords to ensure they are easy to use and error-free. Simulate the opt-in process to identify potential challenges your audience might face.
Testing helps you catch errors, identify autocorrect issues, and ensure your keywords are accessible and functional across all devices.
Conduct A/B testing with multiple keyword options to see which one resonates most with your audience. Use feedback from these tests to refine your choices and improve campaign performance.
7. Reserve Variations of the Keyword
Sometimes, users might type keywords in different formats or with slight variations. To ensure you capture every opt-in opportunity, reserve multiple versions of your keyword.
Service providers treat “HAPPY HOUR” and “HAPPYHOUR” as separate entries. If both aren’t reserved, you may miss subscribers who type the keyword differently.
Anticipate potential variations and secure all relevant formats. For example, if your keyword is “HOLIDAYSALE,” also reserve “HOLIDAY SALE” and “HOLIDAY-SALE.”
8. Align Keywords with Brand Identity
Your SMS keyword should be a reflection of your brand identity such as the brand’s tone, voice, and values. Keywords that match your branding can create a stronger connection with your audience and reinforce brand recall.
A brand-aligned keyword makes your campaign more cohesive and recognizable, fostering trust and loyalty among your customers.
Use branded terms or words closely associated with your business. For instance, if you own a bakery called “Sweet Treats,” use a keyword like “TREATS” or “SWEET.”
By following these guidelines, you can select SMS keywords that are not only effective but also enhance user experience, increase opt-in rates, and align with your marketing objectives.
Best Practices in SMS Keywords for Text Marketing
Implementing SMS keywords effectively requires more than just selecting the right words. Following established best practices ensures your campaigns deliver results while maintaining a positive customer experience. Below, we’ll dive into detailed explanations of these practices, helping you optimize your SMS marketing efforts.
1. Conduct A/B Testing to Find the Most Effective Keywords
A/B testing involves experimenting with two or more keyword options to determine which performs best. This approach allows you to gain insights into what resonates most with your audience, improving engagement and conversion rates.
Different audiences respond to different types of keywords. Testing helps you identify the words that drive the highest opt-in rates and align with your campaign goals.
Split your audience into segments and assign each segment a different keyword, such as “JOIN” and “SIGNUP.” Track which keyword generates more responses, then use that data to refine your campaigns.
If “DEAL” outperforms “SALE” during testing, focus on “DEAL” for future campaigns. This ensures you’re using the most impactful option.
2. Promote SMS Keywords Across Multiple Channels
For your SMS campaign to be successful, your audience needs to know about it. Promote your SMS keywords across all your available channels—online, offline, and in direct communication.
The more visibility your keywords have, the higher the likelihood of reaching potential subscribers.
Include keywords in website banners, social media posts, email campaigns, in-store signage, and even receipts. Don’t forget to use enticing calls to action, such as “Text ‘DISCOUNT’ to 56789 to save 10%!”
A retailer might promote their SMS campaign with a social media post reading, “Stay updated! Text ‘NEWS’ to 12345 to get the latest updates and offers.”
3. Test Your Keywords Before Launch
Before rolling out your campaign, test your keywords to identify potential issues. Ensure that the keywords work as intended and don’t conflict with other campaigns or autocorrect settings.
Testing avoids technical glitches, ensures smooth functionality, and helps prevent issues that could frustrate users or harm your campaign’s credibility.
Send test messages from various devices to check keyword recognition and delivery. Verify that the system handles keywords correctly and doesn’t confuse them with existing campaigns.
A restaurant testing the keyword “RESERVE” might discover that autocorrect changes it to “RESERVED,” leading to missed opt-ins. They could then adjust the keyword to something like “BOOKTABLE.”
How to Promote SMS Keywords
Use a multi-channel approach to maximize visibility and engagement.
Online Promotion
Include keywords in website banners and email footers.
Create social media posts highlighting your keyword campaigns.
Offline Promotion
Print keywords on posters, flyers, and receipts.
Mention keywords during in-person interactions or events.
Direct Communication
Personalize messages in emails or invoices to encourage customers to text your keyword for exclusive benefits.
Pros and Cons of SMS Keywords
Pros
Audience Segmentation: Keywords help target specific customer groups based on interests.
Automation: Trigger automatic responses, saving time and resources.
High Engagement: Easy-to-remember keywords encourage higher opt-in rates.
Data Collection: Gather valuable customer insights for better personalization.
Cons
Limited Space: SMS has limited characters, so messaging must be concise. This can be challenging for complex campaigns.
Potential Misspellings: Incorrectly typed keywords may result in missed opt-ins.
Costs: Depending on the provider, SMS marketing can become expensive.
Intrusiveness: Overuse can lead to unsubscribes or customer dissatisfaction.
Conclusion
SMS keywords are a cornerstone of successful SMS marketing campaigns. By selecting the right keywords, adhering to best practices, and promoting them effectively, you can drive engagement, grow your subscriber list, and achieve your marketing goals.
Ready to start your SMS marketing journey? Implement these strategies today to create campaigns that captivate your audience and deliver measurable results.
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