Everything you need to know about MMS to engage customers and grow your business
15th Feb 2019
Let’s start with the basics. MMS simply stands for Multimedia Messaging Service and is a way of sending messages containing pictures, animations and sound to and from a mobile phone. MMS is also sometimes known as a multimedia message, picture message or PXT.
MMS vs SMS
In some ways, MMS is simply an enhanced version of traditional SMS, but there are two big differences.
Firstly, SMS only supports text, but you can include images, video and audio in your MMS in addition to text.
Secondly, MMS also gives you the scope to send much longer messages than SMS. Instead of being limited to only 160 characters, your MMS can contain up to 1,600 characters (note that some carriers and mobile devices restrict the number of characters in an MMS message so we recommend limiting messages to 500 characters).
The most significant differences between MMS and SMS, however, are in the results.
Rich content for customer engagement
MMS allows you to think outside the restrictive text-only format and character limits of SMS. You can tell your story or communicate more detailed information to your customer through longer communications and still and moving imagery.
A picture is worth a thousand words and creates greater excitement than text alone. The ability to employ richer content gives you a better chance of capturing your customer’s attention and creating greater engagement between your brand and your audience through visual and creative means. According to Tatango, some brands report 300% more engagement with MMS as compared with SMS.
Engagement leads to conversions
Thanks to its ability to add pictures, video and sound, MMS marketing helps you provide a richer customer experience over standard SMS messaging. Your engaged customer becomes more likely to continue the conversation and more receptive when you reach out to them in the future.
This starts with open rates reported to be 95-99%*. Then, according to the editor of Kick Wire, MMS has an average click-through rate of 15%, although a study by Funmobility found the average click-through rate across SMS and MMS is as high as 36%. People are also eight times more likely to share an MMS with their friends, according to SlickText.
“We are incredible at remembering pictures” – Dr John Medina
Not only do more people open, read and interact with MMS content, they also remember it better.
According to Dr John Medina, we only remember 10% of the information we read or hear three days later. However, if we add a relevant image to the same information, people retain 65%.
When to use MMS
MMS is the ideal channel for promotions such as retail holiday offers, competitions or credit card spend stimulation campaigns. The ability to use visuals and tell a longer story also makes MMS perfect for emotive campaigns – for example in the not-for-profit sector – as well as branding messaging.
What else do I need to know?
- Just like with SMS, you will need prior consent before sending MMS messages to your customers.
- MMS is usually more expensive than SMS but the increased engagement typically brings with it an increased ROI.
- MMS messages have a subject line of up to 40 characters. As with email, choose wisely!
- Most mobile phones can receive MMS but a small percentage is unable to do so. To ensure you reach everyone, an SMS fallback can include a link to the media you are sending.
Find out more
To find out whether MMS can help you with customer engagement and improve results, and for more details on what you need to do to plan a campaign, please give us a call on +61 2 9427 1555 or drop us a line here.