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Mobile Keyword Mistake

27th May 2011 - Posted by in category Text Message Marketing Advice

Check out the advertisement below, see how this car dealership is using two words “My” & “Lexus” combined as “MyLexus” to create their mobile keyword? What a lot of newbies to SMS marketing don’t realize is that the mobile keyword “My Lexus” WITH a space, is very different from the mobile keyword “MyLexus” WITHOUT a space. Why? It’s pretty simple, computers aren’t as smart as humans and usually can’t deduct intent of what a customer is trying to do. If you tell a computer that your mobile keyword is “MyLexus” WITHOUT a space, it’s either exactly that, or nothing at all.

SMS campaign to Text MYLEXUS to 90210

Why should you care though as a business owner, it says “MyLexus” WITHOUT a space in your advertisement, why would customers add a space between the two words? Well you would be surprised. At Tatango we analyzed a SMS campaign with 500+ mobile subscribers that was using a mobile keyword that consisted of two words combined, WITHOUT a space. What we found was that 9% of customers added the space in-between the two words when opting into this specific SMS marketing campaign.

Graph of subscribers opting in through mobile keyword

Lesson Learned: To avoid all of this confusion, use only one word for your mobile keyword. If you must use two words, be sure to register your mobile keyword WITHOUT a space and also WITH a space. This will make sure that you don’t miss any potential new subscribers to your SMS campaign.


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    Welcome to the Tatango SMS Marketing Blog where we provide tips, tricks and advice for using text message marketing.

    Tatango provides businesses with easy to use SMS marketing software that allows you to create, send and track your text message marketing campaigns.
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