3 Reasons To Consider Keyword Opt-In Messages for Your SMS Marketing
SMS list growth is important. Here’s what new research reveals about keyword opt-ins
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With more competition from large retailers, small and medium-sized eCommerce brands are seeing an opportunity to cut through the noise and generate revenue via SMS marketing.
As the text message marketing channel continues to grow, brands will need to focus on adding warm leads to their SMS list.
When brands set up their SMS marketing channel, one of the first automations I typically help brands create is an onsite pop-up form to capture prospective customer phone numbers.
While I still believe this to be one of the ideal ways to capture a warm prospect and continue building the relationship, recent research points to another effective list-building strategy to attract warm leads.
Postscript, an SMS marketing tool that was named one of Forbes’ top billion-dollar startups, reports that keyword opt-in messages are an effective way for eCommerce brands to grow their SMS list.
What Is an SMS Keyword Opt-In Message?
A keyword opt-in message is when a person subscribes to your brand’s text messages using a keyword.
For example, a Japanese restaurant asks you to text SUSHI to 527890 to sign up for special offers and discounts. SUSHI is the keyword.
When the person texts the keyword to your shortcode (527890) or 10-digit number, they’re expressing interest in joining your SMS marketing list.
After you send a double confirmation message like this:
BEACHWAVER’s double opt-in automation
When the subscriber confirms, they are now on your SMS marketing list.
User-first rules to follow for keyword SMS marketing
The keyword should be a word that’s relevant to your brand or the purpose of the campaign.
Your keyword should be relevant to your audience.
Make it memorable. You want to make it easy to remember. So keep the keyword short and easy to spell.
Set up a double confirmation message after the user texts you the keyword.
Truly Beauty’s double opt-in confirmation messages
Based on Postscript’s research, here’s why you should focus on keyword opt-ins in 2022:
Reason 1: Keyword Opt-In Messages Have a High EPM
EPM or Earning per message is the average dollar amount each text message generates.
Postscript’s recent research showed that keyword opt-in messages produce higher earnings per message.
The fact that someone has subscribed to your texts via keyword means they are interested in what you have to say and likely have a high purchase intent.
Try a keyword opt-in strategy
Use a keyword opt-in when you’re about to launch a new product.
For example, you’re a supplement brand about to launch a multivitamin. Your keyword opt-in may sound like this: “Text MULTI to 12345 to receive early access to our new product (and all future products).”
Reason 2: Keyword Opt-In Messages Have a High CTR
CTR or click-through rate is the percentage of text message recipients that click on the link included in your text message.
Postscript’s research also revealed that keyword opt-in messages have a much higher CTR than regular text messages.
People are more likely to take action when they know the content of the text messages they’ll receive are relevant to them.
When you use keyword opt-in messages, you’re increasing the likelihood that your subscribers will see your message as relevant.
This increases the chances that they’ll take action, like clicking through to learn more about a new product or taking advantage of a seasonal sale.
Try a keyword opt-in strategy
To make sure your audience understands your SMS value proposition, include it in your keyword opt-in text message.
For example:
“Text VIPS to 12345 to get exclusive offers we only share via text.”
Of course, always make sure to include the required compliance language when you collect opt-ins.
Reason 3: Keyword Opt-In Replies Are a Relationship-Building Opportunity
To continue building a strong relationship with your SMS contacts and boost revenue, you should include high-value messages in your Keyword Opt-in replies.
Chicago French Press learns more about their customers via text replies (plus an incentive)
Based on the replies, you can further segment your SMS list.
Segmenting customers according to their preferences is one way you can send contacts relevant messages.
And again, relevant messages help you build a stronger relationship with your list of prospects and customers.
Because you're creating personalized text messages based on the information your contacts share.
And when an SMS text message is valuable to the person receiving it, the person is more likely to buy (and come back again).
Try this keyword reply strategy
Let’s say you’re a coffee brand.
Here’s a keyword opt-in reply you could send to new SMS subscribers:
“Reply with DRIP or FRENCH or KEURIG or ESPRESSO to let us know how you make your coffee”.
Now you can personalize future text messages based on the contact’s brewing preference.
Grow Your SMS List. Cut Through The Noise
SMS marketing is a powerful way to engage your customer (and potential customers) in 2022.
Postscript’s 2022 research makes it clear that in addition to onsite popups and forms, keyword opt-ins are also an effective way to grow your SMS subscriber list.
This is critical if you want to cut through the noise and quickly communicate with people who have expressed interest in your products.