What’s in a Keyword? Three Rules to Using Keywords in SMS Marketing
You’ve probably seen keywords used in marketing text messages you’ve received. They’re short, easy to remember words you can type into a text message reply. A common example you’ll see is something like “reply STOP to unsubscribe” at the end of marketing text messages. STOP is the keyword.
But they really could be any words right?
Technically yes, but some are better than others.
Just think about what you want to use a keyword for. They are a mechanism you provide your customers, clients, or members to reply to your text message. Now consider that your customer is typing their reply on a small keyboard on their mobile phone. Even those who excel at texting (almost anyone under the age of 18) don’t want to have to type in a long word. So keeping it a short word is the first rule of keyword choice.
Beyond using simple, short keywords to instruct your customers (like “STOP”), you can use keywords to help track marketing campaigns. Whether you are running a contest, promoting a sale, or looking for feedback, choose a unique keyword for each campaign. This will let you determine which campaigns are the most effective. The second rule is use as many keywords as needed. Imagine you are an electrical retailer running a discount campaign using SMS messaging. You could have a single keyword such as “BARGAINS” for the customer to access a list of prices for all items but wouldn’t it be better to break the list down? How about “TV” for televisions, “HIFI” for music systems and “CAMERA” for photographic. Response rates and conversion rates will benefit by sending prospects straight to their area of interest.
Many of the text messages I get use different keywords. For example, a music venue frequently sends me texts asking me to reply in order to win tickets to a show. They could simply ask me to send the keyword “Enter” or “Yes” in order to enter the contest. But they don’t. For each musical act, they use a keyword related to the artist: their name, portion of the name, or a song title. This helps me know, or realise in the moment I’m texting, what exactly it is I’m agreeing to in my reply. And that’s the third rule, make the keywords make sense. For brands this might mean using a product name, or the brand name itself.
Bear in mind also that you can use keywords in conjunction with either SMS shortcodes or VMNs (Virtual Mobile Numbers). For a fuller explanation of these click here.
Following these three rules of keyword choice should help you in creating effective text marketing campaigns. You can always learn too, from the marketers texting you. Have you received any awful keyword choices? Please share with us in the comments.
Related Articles
How to Increase Retail Foot Traffic with SMS Marketing
Here's a great real life example of how a retailer used text messaging to offer out a discount voucher to customers who had visited their store. Their approach is simple and intelligent and very focused on one segment of their customer base, those who had recently visited a store.
6 Tips To Help You Get The Most From SMS Marketing
What are the dos and don’ts of SMS marketing? How can you get the most from your business text messaging? We’ve put together six actionable tips to help you get the best from your SMS marketing campaigns.
What’s in a Keyword? Three Rules to Using Keywords in SMS Marketing
Keywords are single words that can be used within two way SMS marketing campaigns. They can be used in conjunction with SMS shortcodes or with Virtual Mobile Numbers. Learn three basic rules for the use of SMS keywords that will increase click-through rates and conversions.
3 Important SMS Marketing Concepts You Need to Know
If you are looking to get going with SMS marketing it's worth learning a bit about the "tricks of the trade" so you avoid the common pitfalls and get off on the right foot. Read about three important marketing concepts that will maximise your success in this venture.
SMS Marketing – How to Succeed with a SMART Approach
Getting a Reply: Should You Choose a VMN or Shortcode? Part 1
Part 1 of a 2 part article comparing Virtual Mobile Numbers (VMNs) and SMS Shortcodes as means of receiving inbound SMS messages. The first part focuses on how VMNs work, what they are typically used for and what they cost. Part 2 follows with details of SMS Shortcodes.
The Second Most Important Rule of SMS Marketing
Text message marketing works because it is short, quick, personal, and immediate. You don't want to annoy the people you're reaching out to. If you're running an opt-in campaign, or a contest, keep the process to as few steps as possible.
The 3 Biggest Benefits of Using a Shortcode in Your SMS Marketing
Over 92% of people in the UK have mobile phones. SMS marketing is one of the best ways to reach out to them in a personal way. But for your marketing to be a real success, you need to get replies. Using a shortcode with keywords offers many benefits for your marketing. Let's take a look at the top three.
SMS Voting Ideal for Creative Communities to Engage Followers
Twitter is a great place to quickly scan and see what is going on in the world, or in a particular niche topic. I was looking around at SMS related topics the other day and found many good (and some not so good) articles. But I also found many more pleas for votes from musicians, bands, and even illustrators.
Our 10 Best SMS Mobile Marketing Blog Posts
Need to know all about mobile marketing with SMS messaging? We’ve pulled together the top ten blog posts that tell you everything you need to know. The list starts with the basics and goes through analysing the success of your campaign.