What is a custom keyword?

In SMS marketing, a custom keyword (also called a subscribe or opt-in keyword) is a type of text message that people can use to sign up for your SMS marketing program.

You can create custom keywords in marketing automation platforms that support SMS. Here’s what a custom keyword might look like:

  • 3–20 characters long 
  • A memorable word that represents your brand (ex. SHOES)
  • Contains only alphanumeric characters
  • Doesn’t contain common text conversation words such as “is,” “about,” or “the”
  • Excludes words relating to S.H.A.F.T. (sex, hate, alcohol, firearms, tobacco) or illegal activities

How custom keywords work

When someone texts the keyword to your SMS phone number, they’re automatically added to your SMS list after a confirmation text. Provided you’ve made it clear that they’ll be receiving promotional text messages after subscribing, this is your cue to start sending them SMS marketing messages.

To encourage people to join your SMS list with a custom keyword, promote the keyword in physical stores, at events, on receipts, etc.

Note that keywords don’t work for branded sender IDs, as that number type can’t receive text messages (including keywords).

3 benefits of using custom keywords

  1. Easy opt-in: Texting a keyword is convenient and accessible, so it’s an easy way for someone to opt in without filling out a form. 
  2. Brand recognition: Custom keywords unique to your business or products helps reinforce your brand identity. 
  3. Targeted campaigns: Different keywords can target different audiences, which gives you the ability to segment your target audience for personalised messaging.

5 tips for creating effective custom keywords

1. Match possible keywords to target audience

Consider your target market and the keywords that might represent them. Assess their previous brand interactions, purchase behaviours, and interests as a starting point for generating a list of appealing words or phrases. 

Create different keywords for each group. For example, if you sell several lines of cosmetic products, you may want to target skincare enthusiasts with the word “GLOW” and haircare enthusiasts with the word “SHINE.”

2. Keep your custom keywords short

Choose keywords that are easy to remember, spell, and type. Action verbs like “JOIN,” “SUBSCRIBE,” or “SAVE” are short, effective, and memorable. Avoid long or complicated words to prevent typos.

3. Choose custom keywords relevant to your brand

Choose words or phrases related to your brand or products. A custom keyword like “GOLD” works for a jewelry brand, while “BEAUTY” works for cosmetics.

4. Add your custom keywords to your marketing platform

A marketing automation platform that supports SMS and custom keywords makes it easy to set up relevant keywords, send targeted campaigns, and monitor analytics for each keyword.

5. Track opt-in rates and SMS list growth

Analyse each keyword’s performance by tracking opt-in rates and list growth. Based on the data, refine your keywords to improve their effectiveness. Ready to attract more subscribers with custom keywords? Sign up for Klaviyo and add, update, and delete custom keywords to track their performance for faster list growth.

Additional resources