So you bought ad spaces on print ads, billboards and even on national television, all telling consumers to text your keyword to your SMS short code.
Instead of having users flock to get a coupon, download a whitepaper, or subscribe to email, however, you get nothing.
Have you checked autocorrect?
No. 1 SMS Campaign Killer
Autocorrect is one of the biggest SMS marketing campaign killers. Denny’s, for instance, once asked customers to text the keyword “DENNYS” and other personal info to 73757 to enrol in the new Denny’s Diner Perks Loyalty Program. But mobile phones autocorrected “DENNYS” to “DENNY’S”, returning an error message.
What can you do to avoid suffering the same fate as Denny’s, other than hiring an SMS marketing expert?
1. Trim the Keyword Fat
Avoid using two words for the keyword. Yes, you want your keyword to be descriptive, but this will only lead to excessive or clunky keywords.
Make your keywords as quick and easy to type as possible. One-letter responses (e.g. “Y”) are fine, but if you really want to be clever with your keywords, check the Apple and Android autocorrect to see what each system does to the keyword.
2. Avoid Misspellings, Invented Words and Special Characters
Avoid misspellings as keywords. Even if done on purpose, phones will autocorrect it to the proper spelling or to the closest word. Adding a special character is a no-no as well, due to the configuration of mobile phone keyboards.
For anything else, check your error messages. What customer responses preceded an error? You may find patterns that you can address, either by accepting common autocorrected keywords or drafting a more helpful error message.
Sure, an autocorrect fail happens easily in normal, everyday conversations. You can easily fix that with a simple explanation. Unfortunately, however, when an autocorrect fail happens while a potential client is trying to join an SMS marketing campaign, you can easily lose a subscriber.