Old Navy Localizes SMS Marketing Campaign

Interested in tracking which retail locations are driving opt-ins? If so, have you thought about using different SMS keywords for each location? Need an example of a brand that is implementing this SMS marketing strategy? Check out how Old Navy is using different SMS keywords for each of their 1,000+ locations in the United States.

As you’ll see in the two images below, customers are encouraged to sign up for the Old Navy mobile alerts program to receive exclusive offers and sneak peeks at new arrivals. To do so, customers text a store number to the dedicated short code 653-689. In each of the images below, you’ll see that they’re using different SMS keywords. The first image advertises the SMS keyword “6046” and the second image is advertising the SMS keyword “3090”.

On a side note, you notice that the Old Navy dedicated short code 653689 spells “Old Navy”, cool huh? Another thing to note about how Old Navy is advertising their dedicated short code, is that they’re separating the first 3 digits from the last 3 digits of the code by a dash. They’re doing this because “Old Navy” is two words, but it brings up an interesting strategy when you’re advertising a 6-digit dedicated short code. Here at Tatango we highly recommend that if you’re using a 6-digit short code, you separate the first 3 digits from the last three with a dash, because customers will have a much tougher time to remember 6 digits all in one sequence, as compared to three digits, then another three digits.

Old Navy Text Message Campaign

Old Navy Text Message Campaign 2

What happens when you text any of Old Navy’s SMS keyword to their short code 653-689. You can see the opt-in process below.

Old Navy Text Message Opt-In

Want another example of a brand that is using different SMS keywords to track SMS opt-ins per location? Check out this blog post we did on Jamba Juice awhile back, and how they’re using unique SMS keywords for each of their locations.


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