SMS Best Practices

We've put together some best practices for successful SMS campaigns.

SMS marketing involves the collection of mobile phone numbers, which can then be used for future marketing communications. Mobile numbers are collected when a person opts-in to receiving SMS messages from you by sending an SMS message to a short code which contains a specific keyword. Provided the keyword is subscription based, the user's mobile number be stored in the application and associated with that keyword. You can then create and send future SMS messages to that keyword, which in turn sends the SMS message to each contact subscribed to that keyword.

An SMS short code is basically a short version of a phone number associated with SMS messages you send. It allows recipients of an SMS message to identify where the SMS message is from, and also allows them to respond (subscribe, unsubscribe, etc.)

Note: When a person texts in to a keyword, the keyword must be the first thing contained in the SMS message they are sending to you. Additional content is allowed, but the keyword must be first.
Difference Between Subscription And Non-Subscription SMS Keywords:
  • Subscription Keywords: Subscription-based keywords require a contact to choose to receive SMS messages from you (via a webform or by texting in to a given keyword). Contacts who subscribe to a subscription based keyword will be added to a list so that you can send SMS messages to them in the future.
  • Basic or Non Subscription Keywords: Basic, or non-subscription based keywords are meant for individual transactional interactions. With non-subscription based keywords, a recipient texts in to a keyword and a response is sent back. The interaction ends there. The recipient is not added to a list because they have not agreed to receive future marketing messages from you.