What is a subscribe keyword?

A subscribe keyword is a one-word text someone can send to opt in to receive certain types of SMS messages from your brand. A basic example of a subscribe keyword is “JOIN.”

How to use subscribe keywords to grow and segment your SMS lists

  1. Customize your subscribe keywords: Choose keywords that are relevant for your brand, product, or campaign. Make sure they’re short, memorable, and easy to type. For example, if you’re a winter apparel brand running a Black Friday sale, you can ask your audience to text BFWARM10 to your registered short code to receive your seasonal sale updates.
  2. Cross-promote your subscribe keywords on social channels: For example, if you’re a coffee brand, post a carousel of your top products on Instagram and ask people to text “COFFEE” or “ESPRESSO” to short code 12345 to subscribe to one list over the other.
  3. Segment your audience with keywords: Use different keywords to target certain audience segments with tailored messages. For example, “DISCOUNT” may be reserved for people who want to receive special offers while “NEW” may be for those interested in your latest product launches.
  4. Track and optimize keyword performance: A/B test different subscribe keywords to see what works best with your audience. For example, if you’re an online clothing retailer having a summer sale, test custom keywords like “SUMMERSALE24” for a specific discount or “NEWARRIVALS” for those interested in the latest trends. Track which keyword brings in more sign-ups, how often subscribers engage with your messages, and the unsubscribe rate to understand which keyword performs better. This will allow you to refine your strategy and continue growing your list with relevant offers.

3 ways subscribe keywords can benefit your ecommerce brand

  1. They’re an easy way to opt in to receive SMS messages: Subscribe keywords are easy for people to type and send, so it’s a great way to grow your SMS list if you want to boost this channel.
  2. They’re great for source metrics: Subscribe keywords are great at indicating where someone saw a keyword—and may indicate preference as a result.
  3. They connect the real world to SMS marketing: For example, if you’re holding an in-store event, you can ask people at the event to text a subscribe keyword to a short code to grow your list.

A marketing automation platform like Klaviyo can help you set up custom subscribe keywords to grow and segment your SMS lists.

If you’re ready to start engaging with your audience in a way that makes it easy for them to engage back, sign up for Klaviyo today.

Additional resources