A custom keyword is a word that triggers a specific action and an automated response when your subscriber sends it to a designated phone number or short code. You can use it in your SMS marketing initiatives to allow your audience to subscribe to receive updates, promotions, and other information from your business.
When creating a custom keyword in Klaviyo, make sure it meets the following requirements:
- It’s 3–20 characters long and contains only alphanumeric characters.
- It doesn’t contain common text conversation words such as “is,” “there,” “when,” “why,” “about,” or “the.”
- It excludes words relating to S.H.A.F.T. (sex, hate, alcohol, firearms, tobacco) or illegal activities.
How custom keywords work
Custom keywords allow your subscribers to opt in to receive SMS messages from your business. When someone texts the keyword to your designated short code or phone number, they’re automatically added to your SMS list. You can then send them promotional and informational messages relevant to their interests.
Customize your keyword to portray what your brand is all about and be easy to memorize. For example, if you have a clothing store, use a keyword like “FASHION” for your audience to opt in to receive updates on new arrivals, sales, and promotions.
3 benefits of using custom keywords
- Easy opt-in process: Subscribers only need to text a unique word or phrase to your designated short code to opt in, making it convenient and accessible.
- Brand recognition: Creating custom keywords unique to your business or products helps reinforce your brand identity.
- Targeted campaigns: Segment your target audience and create different keywords for more personalized messaging.
5 tips for creating effective custom keywords
1. Identify your target audience
Consider your target market and what keywords they’re more likely to react positively to. Assess their previous interactions, purchase behaviors, and interests to determine the most appealing words or phrases.
Segment your audience based on these factors and create different keywords for each group. For example, if you’re selling cosmetic products, you can use a custom keyword like “GLOW” for skincare enthusiasts.
2. Keep it short
Keywords that are easy to remember, spell, and type have higher opt-in rates. Action verbs like “JOIN,” “SUBSCRIBE,” or “SAVE” are short, effective, and convey a clear call to action. Avoid long or complicated words to prevent typos.
3. Make it relevant
Use only words or phrases related to your business, products, or services to attract your target audience. A custom keyword like “GOLD” would be effective for a jewelry shop’s SMS campaigns, while “BEAUTY” would work best if you’re selling beauty products.
4. Add it to your marketing platform
A marketing automation platform makes managing and tracking your custom keywords easier. Most platforms have a designated section where you can enter the keyword and link it to your SMS campaigns.
Set up relevant keywords, send targeted campaigns, and monitor analytics for each keyword.
5. Analyze and refine
Analyze each keyword’s performance by tracking opt-in rates, subscriber growth, conversions, and engagement. Based on the data, refine your keywords to improve their effectiveness.
A/B test keywords by sending them to different segments of your target audience and comparing results to determine which ones perform the best. Your marketing platform’s analytics and reporting tools will help you make data-driven decisions to optimize your SMS marketing initiatives.
Ready to attract more subscribers with custom keywords? Sign up for Klaviyo to segment your target audience based on their interests and preferences and create personalized SMS campaigns for better engagement and conversions. Klaviyo makes it easy to add, update, and delete custom keywords and track their performance so you can constantly refine your SMS marketing strategy.