Best practices for creating SMS keywords - what to avoid and what attracts the attention of your audience?

A well-designed SMS campaign remains one of the most effective marketing tools. However, the impact of your message depends not only on its content but also on its starting point – SMS keywords. It's the short phrase entered by the recipient that triggers the campaign, so it must be carefully considered, distinct, and tailored to the objective.

Which SMS Keywords Capture Audience Attention?

In promotional campaigns, specific, simple, and well-contextualized SMS keywords are crucial. The SMS should include them right at the beginning of the message to clearly guide the user towards the desired action. The keyword here acts as a call to action – therefore, it must be understandable and immediately associated with the value you offer.

The most effective phrases are:

• Short – ideally 4–8 characters.

• Unambiguous – avoid polysemy, industry jargon, and specialized language.

• Intuitive – the keyword should naturally connect with the campaign content (e.g., "JOIN," "START," "CODE").

• Language-safe – without special characters or accented letters.

  
  

Examples of successful keywords include: SALE, COUPON, NEW, VOUCHER, PROMO. They work because they are easy to type and resonate well with the customer's intent.

Simplify the process of creating SMS campaigns and choose the best SMS keywords with 2WAY's intuitive tool.

What to Avoid When Creating SMS Keywords?

While a keyword might seem like a minor detail, incorrect SMS keywords can reduce the effectiveness of even the best-planned campaign.

The most common mistakes include:

• Overly long keywords – users don't want to waste time typing words with more than a few characters.

• Complex constructions – e.g., "PROMOTION2024" instead of the simpler "PROMO."

• Illegibility – keywords containing numbers, special characters, or confusing letters (e.g., "0" and "O").

• Lack of consistency with the campaign – if the advertisement talks about a discount but the keyword is "BEGIN," the recipient may feel lost.

• Repetitions across different campaigns – if you use the same keyword in several simultaneous actions, it's easy to create confusion and problems with measuring results.

  
  

By avoiding these pitfalls, you will build a simple and clear path of action that will increase conversions and positively impact the perception of your brand.

How to Test the Effectiveness of SMS Keywords?

No keyword is perfect for every industry, so it's worth testing different variations. Even a single letter difference can translate into an increase or decrease in engagement. Thanks to SMS marketing platforms, you can easily conduct A/B tests – for example, comparing "DISCOUNT" and "CODE."

Metrics worth tracking:

• The number of responses to a given phrase.

• The conversion rate (how many people took advantage of the offer).

• The CTR of messages with links.

• User retention after the campaign.

  
  

By analyzing this data, you will understand which solutions work best for your target audience and you will be able to better tailor them in future campaigns.

Practical Examples from Different Industries

In e-commerce, words like "CODE," "SALE," and "NEW" are popular because they immediately indicate value – a discount, novelty, or access to deals. In gastronomy and local services, phrases like "MENU," "TABLE," and "VISIT" work great because they immediately suggest an action. In the event industry, keywords such as "TICKET" or "JOIN" dominate, clearly communicating the purpose of the message.

This shows that the effectiveness of a keyword depends on its placement in a real context and the naturalness of its use by the user. The more intuitive the phrases, the better the audience response.

Successful SMS campaigns with the right keywords

SMS keywords are a small but extremely important element of any SMS campaign. Their well-thought-out construction can significantly increase engagement, conversions, and the effectiveness of marketing efforts. Make sure they are short, unambiguous, and tailored to the campaign goal. Avoid illegibility, length, and unclear associations. Test, analyze, and optimize – and you'll see the huge difference a single, simple word can make.