Companies all around the world are continuing to realize how vital SMS text marketing campaigns are. This solution has been created to engage and inform a wide audience about a product, promotion or event in a very small period of time. Although other advertising mediums such as email are still being used, research has shown that SMS text marketing messages are usually opened within a four minute period, allowing potential customers to act quicker.
However, SMS text marketing wouldn’t be the effective solution is it without two elements: shortcodes and keywords.
Shortcodes are shortened telephone numbers traditionally ranging from five to six digits that act as SMS addresses and allow consumers to take further action when a promotion or product catches their eye including survey polling, ordering ringtones or looking up account balances.
There are two main types of shortcodes—shared and dedicated. Shared shortcodes are shared between multiple companies, while dedicated shortcodes are numbers that are owned by a solo organization.
Due to the fact that dedicated short codes are only used by one company, they tend to be on the costly side and can reach upwards of $15,000 – $30,000 a year. In addition, these short codes can take a significantly longer amount of time to get up and running but the advantages they are offer simply can’t be matched by shared shortcodes.
“For example, exclusive ownership of a shortcode allows marketers to utilize the unique branding opportunity afforded by the vanity shortcode. Examples of companies and organizations using these include: Coke (2653), Fox (20369 – 20FOX), ABC (22288 – ABCTV) and the American Society for the Prevention of Cruelty to Animals (27727 – ASPCA), “a recent article revealed.
On the other hand, keywords offer organizations a way to differentiate themselves when sharing shortcodes with multiple businesses. And a keyword is defined as either a word or phrase consumers send to the designated shortcode to receive more information from an SMS text marketing campaign.
Some important best practices to be mindful of when selecting keywords include: keeping them short and sweet or under 10 characters which makes them very easy for consumers to remember; making them resonate with whatever your brand may be so if you’re a car company try “send WHEELS to 2944”; and ensuring you provide separate keywords for any additional steps.
According to the article, “Don’t instruct customers to text “SUBSCRIBE” for both subscriptions and donations. When each action has its own keyword, you’ll avoid confusing your customers –and you’ll be better able to target your messaging, as well.”
It is critical that if are beginning to implement an SMS text marketing campaign that you truly grasp the concepts of both shortcodes and keywords. Now the question remains of how to create the most attention grabbing SMS text marketing campaign. Be sure to stay tuned to the SMS Text Marketing channel for all important SMS information.
Edited by Amanda Ciccatelli