MMS vs SMS marketing: Which one is really better?

Text messaging via MMS/SMS (Multimedia Messaging Systems, and Short Messaging Systems) might seem like an obsolete tactic for most savvy mobile marketers of today, but nothing could be further from the truth. As of today, over 98% of all text messages in the Asia-Pacific region are read within 10 minutes, as opposed to less than 54% of all push notifications, and 27% of marketing related emails (a research by L’Atelier) . Although text messages seem simple at first sight, they are, on average, 8 times as effective in producing a customer response, rather than a measly push notification, or worse, a spammy email. Despite the age and simplicity of text messaging, MMS/SMS marketing remains one of the most powerful tools at the hands of an aspiring mobile marketer. As such, feel free to use this guide as a starting point for how to enter the world of MMS/SMS marketing.

What are the strengths of MMS and SMS messaging? How about the weaknesses?

Like all tools in a marketer’s toolbox, text notifications have a specific role to play, and may not always be the best solution for all marketing needs. Text messages are best used as a fast, simple, and quick way to inform masses of customers about certain promotions, deals, or other noteworthy events. Considering the extremely low costs, and immensely high ROI, a proper MMS/SMS system can be one of the biggest lead generators a marketing department could have. However, this form of notification is typically NOT personalized, usually NOT crafted to target certain demographics, and is most certainly NOT a tool to overuse. Push notifications, email alerts, and other forms of in-app messaging are much better suited for those scenarios. For simple, cheap mass marketing, however, MMS/SMS reigns supreme.

What is the difference between MMS and SMS messaging?

There is a broad difference between MMS messages, and SMS texts sent to a recipient. MMS, or Multimedia Messages, usually contain some sort of visual component, like a picture or video, that helps to sell a product. SMS, or short messages, usually contain simple written text, which may or may not include a link to a mobile website. Both of these two messages should be used in conjunction to better sell a marketing campaign. No customer wants to only receive images, or only text notifications, when subscribing to a retailer. By using both vivid, engaging content with MMS, alongside short, valuable bits of text with SMS, a marketer can create a powerful marketing engine, leading customers straight to the cash register.

When, and how often should content be sent to mobile customers through MMS/SMS?

A proper MMS/SMS message for a mobile campaign should be sent approximately 2-4 times a month. The best practice for frequency typically involves sending a single message at a set time, once a week. Any less could result in a loss of interest, while any more might actively push customers away. While most businesses will benefit with a simple pattern of 2 MMS, and 2 SMS messages a month, others might find it beneficial to deliver more, or less content, depending on importance to the customer. If a major sale, or other event is occurring, it might make sense to send an extra message or two in the space of a month. Likewise, it is the sign of a wise marketer to skip the sending of useless messages during times of relative inactivity.

What content should be sent?

MMS/SMS content must be short, sweet, and to the point. At most, a message should contain a maximum of ~160 characters. In addition, make sure that any message sent is relevant to customers. Sales, promotions, contests, order tracking, and appointment reminders are all good ideas for content. Anything else being sent should certainly be reviewed, in order to ensure that the content has value to customers. Lastly, be sure to include a call to action within all of these messages, to force potential consumers to take the initiative themselves.

Isn’t SMS marketing enough? Why also focus on MMS?

For many years, MMS marketing was considerably more underdeveloped than SMS messaging. However, in recent years, MMS content has caught up with the rest of the mobile world, and is more viable than ever for delivering effective advertisement. In fact, MMS is now considered more effective than typical SMS messaging. On average, a MMS message has a 15% higher click through rate, a 20% less likely chance of causing someone to unsubscribe from a messaging list, and MMS content is 4 times more likely to be shared on social media. Thus, by complementing the two forms of messaging together, any marketer could establish a solid mobile campaign.

How do I build a database full of numbers to send these messages to in the first place?

Surprisingly, building a mobile database is one of the easiest issues for a marketer to solve. By using in-store signage techniques, having registry forms online, and utilizing pre-existing marketing techniques (email, push notifications, etc.), a mobile MMS/SMS database is not as daunting of a challenge as it may seem. As many marketers have also discovered, tying promotional contests and other events to customer information, such as a mobile number, can additionally promote the growth of a mobile database. Given the impressive ROI from MMS/SMS marketing, any time or resources spent trying to grow this database would be well spent.