How do you set up an SMS campaign with a keyword?

In an inbound campaign the customer takes the initiative: they send a word to a number and get something back. That works on posters, packaging and radio, where there is no link to click.

Pick a keyword that sticks

Short, without accents, hard to mistype. Avoid words that resemble each other if you run several campaigns at once.

Catch the mistakes

People type it wrong, with a capital, or with a space in front. Treat those variants as the same word — otherwise some of your participants get nothing back and assume the campaign is broken.

Reply immediately

Anyone who sends something expects a response within seconds. A reply that arrives an hour later is a missed opportunity.

Say what happens next

In that first reply, state how to opt out. That is not only required for marketing, it also prevents complaints.

Measure per keyword

Use a different word per channel and you will know which poster or spot did the work.