Should I create a new campaign, or use alias keywords?

Ashley Parks -

Some businesses may have the need to keep a certain set of customer's mobile phone numbers separate from others. While the majority of businesses use alias keywords to separate customers, there's actually two different ways to do this. Below we'll help you determine what method is best for your business, based on some of the functionality that Tatango offers.

* If you're an agency managing SMS campaigns for completely different businesses, or a business that owns completely separate businesses, you will want to create different campaigns for each business (no ifs ands or buts about it).

 

Scheduled Messages to New Subscribers

If a business is offering an incentive for customers to opt-in, such as 20% off a customer's purchase, they would be using a scheduled message to new subscribers.

By creating one campaign, and using alias keywords, a customer will only receive the opt-in incentive once, as they can only be a new subscriber the first time they opt-in. All future opt-ins to the same campaign, no matter if they're using the same keyword, or an alias keyword, will result in the scheduled message to new subscribers NOT being sent to that specific customer. In this case, either the Already Subscribed Response, or the Second Time Opt-In Message will be sent to that specific customer.

Instead of creating one campaign and using alias keywords, a business could create separate campaigns (see instructions here), each with their own keyword. In this scenario, if the business has setup a scheduled message to new subscribers for each separate campaign, a customer would be able to opt-in to multiple campaigns, each time receiving the scheduled message to new subscribers.

If your business wanted to create one campaign, but wants to send different scheduled messages to new subscribers based on the alias keyword they used to subscribe, we recommend reading this forum.

 

Sending Messages to All Subscribers

By creating one campaign, and using alias keywords, a business has two options when sending a message to their customers. The first option is to send a message to all of their customers, and the second option is to send a message to customers that subscribed through specific alias keywords (see instructions). Since a customer can only be subscribed to a campaign once, there's never the possibility that a customer will receive a message multiple times.

If a business decided to use separate campaigns, and a customer subscribed to both campaigns, if the business sent the same message to both campaigns, that specific customer would receive the message twice.

 

Unsubscribing From Campaigns

By creating one campaign, a customer is simply able to text STOP to the short code the business is using and they're unsubscribed from the one campaign.

If instead of creating one campaign, a business used multiple campaigns, and a customer was subscribed to multiple campaigns, unsubscribing becomes a little more tricky. If a customer is subscribed to multiple campaigns, when the customer attempts to opt-out by texting STOP to the short code used for the campaigns, they'll only be opted-out of the campaign in which they last received a message from. (You can read more about how Tatango processes opt-outs here). This means that customer will still receive text messages from the campaigns that they didn't unsubscribe from.

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