How to pick keywords for SMS marketing

Keywords are powerful tools in text message marketing. They provide your customers quick and easy ways to respond to your messages, increasing the success of your campaign. 

But for all the good keywords can bring, picking the wrong one lower engagement and, eventually, may lead to opt-outs if the customer doesn't get what you promised in your text.

Here are four things to consider when creating a keyword that will that will ensure your customer's response:

  • Length. Keep keywords as short was possible. Any keyword that takes more than a few second to type will seem like too much work for your customer and increase the likelihood that they won't respond.
  • Special characters. Most cellphone keypads or keyboards require extra effort and key presses to type special characters, which makes it too complicated for customers to do quickly. Don't use symbols and even avoid numbers if possible (although there will be an exception to this below).
  • Multiple words. Stick to one word to decrease the chance of mistakes when a customer types their response. Even if you tell the customer to combine two words in one, like "PIZZADEALS," they're likely to separate them ("PIZZA DEALS") when typing back. 
  • Auto Correct. The internet is rife with examples of texts made awkward by a phone's Auto Correct system. Don't let Auto Correct affect your bottom line. When selecting a keyword, run it though Auto Correct systems to make sure it won't get changed into something else. Check multiple phone types and operating systems to ensure it'll work on different platforms. If you're stuck, add a relevant number to the keyword (this is the exception mentioned above), as Auto Correct systems are less likely to change something with a number. You can also claim the auto corrected word as a keyword, so that corrected responses will redirect and still count in the campaign.

For companies looking to implement a text marketing strategy, Swift SMS Gateway offers the tools you need.