How to Send a Successful SMS Marketing Campaign – Part 2

03 Apr
If you’re new to text marketing, setting up an SMS marketing campaign may sound intimidating. But it doesn’t have to be! We recently talked about getting an SMS service provider, setting goals, tracking your messages, and identifying your brand voice. Now see how you can make more progress and maximize your effectiveness.

Understand Keywords for Your SMS Program

Keywords are the lifeblood of any SMS marketing program that hopes to attract new subscribers. Most people will have seen an advertisement inviting them to (for example) "text 'join' to 313131." The Keyword in the advertisement is "join," while 313131 is the "short code" - an easy-to-remember number that saves people having to write down a full ten-digit number.


The best Keywords should be simple, memorable, and will by definition, be unique to your short code. Most often, Keywords are used for opt-in campaigns to grow your subscriber list. That’s why you should make them visible on billboards, flyers and other marketing collateral.

sms marketing keyword example

Keywords can also be used for other basic functions. For example, you might use STOP or HELP for people who wish to opt-out or who have questions respectively. If you run a poll, then you might use keywords for people to respond and vote in the poll.

Choose a keyword that resonates with your customers for greater impact. Keywords can also play a role in creating motivation and tone in your texts and promotional material. They can reinforce an idea or subtly impart information about your company.

EZ Texting provides a simple look-up tool to let customers check and see if a Keyword is available on their assigned short code. You want something simple that leaves little room for error with customers. Additionally, you want something catchy so that people see and react to it.

Create a Sense of Urgency with Your Text Marketing

Increase the number of conversions with your texting program by using words wisely. People open and read their text messages fast – often within the first three minutes. But at just 160 characters, you need to make sure the wording of your text makes an impression fast.


Great ways to make an impact with words:

  • Evoke emotion
  • Make people fear they will miss out
  • Give a sense of urgency with limited time offers

SMS marketing - limited time offer example

If you do not inspire an immediate action you leave room for second-guessing and forgetting. With the right motivation, customers will do something right away before they miss the opportunity, increasing the success of your campaign.

Creating the Right Call to Action for Your Text Message

The final component of a successful SMS marketing is a strong call to action (CTA). This is the place in the text where you tell people what you want them to do. Be sure to make it easy and clear, otherwise you’ll have fewer responses. Think about the goal of your text message and what the desired outcome is (redeeming a promotion, reserving a spot, visiting a web page) whatever it is – lead your audience as directly as possible to that destination.


When you know what you want users to do, use action verbs that are easy to understand. These might include:

  • Buy
  • Click
  • Redeem
  • Visit
  • Show 

SMS marketing call to action example

Do The Right Thing for Your SMS Marketing Campaign

Whether you decide to run a short campaign or implement a long-term SMS marketing program, it is important that you include the key elements, including the right tone, Keywords, motivating factor, and call to action.

Ready to get started on your program? Our EZ Texting's customer success managers are experts at helping organizations get up and running with success text marketing campaigns. Give us a call at (800) 753-5732 or give it a try now!

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