What are custom keywords?
Before we dive into how keywords can expand your omnichannel marketing strategy, let’s quickly define what custom keywords are. You can use keywords to dynamically grow your list as well as power mobile experiences that feel more relevant and fine-tuned to each recipient.
Foster deeper conversations with text and WhatsApp Automations
Automations are rule-based responses triggered by specific keywords. They allow you to ask questions, collect responses, and provide personalized recommendations for shoppers.
Brands can use keywords to build conversational automations that:
- Gather preferences through quick quizzes.
- Capture product interests.
- Deliver tailored shopping guides or incentives.
- Gamify campaigns during special events or holidays.
Let’s see a keyword automation in action!
Step 1: Create a prompt
SWAK Cosmetics wants to learn about what products their subscribers care about most to help them shop this holiday season.
They start an automation, prompting recipients to respond with what item they want more information about:
- Makeup
- Skincare
- Fragrances
- Nail polish
Step 2: Encourage response
Based on a user’s response, they’re sent a buying guide tailored to each collection
For instance, recent shopper Mia receives this text, and after looking through her options, she responds with: “Makeup.”
Step 3: Facilitate next steps
Here’s where things really get automated on SWAK’s side.
In response to Mia’s “Makeup” text, SWAK automatically sends her a text with an image of their makeup line and a link to their best sellers for Mia to try out.
This process has thus allowed SWAK to:
- Answer customers at scale.
- Provide automatic recommendations and offers.
- Drive conversions in a more bespoke shopping experience.
Step 4: Personalize future content
SWAK can even continue to personalize the experience for this customer over time. After someone triggers an automation, their keyword response is saved as a profile property.
Take Mia, for example: Upon responding to SWAK, Klaviyo logged a new custom property to her Klaviyo profile (e.g., Collection = Makeup).
This can help SWAK power more robust messages in the future, sending Mia follow-up recommendations for what to buy next.