SMS vs MMS Marketing: Which One is Better For Online businesses

In this era of digital communication and competition in the market, businesses are increasingly turning to SMS (Short Message Service) and MMS (Multimedia Messaging Service) marketing as powerful tools to engage with their audiences directly.

Businesses can use SMS and MMS marketing as effective methods to build client relationships, increase brand awareness, and encourage interaction. Before using these marketing techniques, it is crucial to adhere to all applicable laws and get recipients' permission. The success of SMS and MMS marketing efforts also depends on creating content that is both succinct and interesting.

In this article, we will be tackling both methods, simply defining them to compare each one of them, as well as how each works and being able to compare between them, giving you advice on which one is better to use for your e-commerce brand.

What is SMS marketing?

A mobile marketing tactic called SMS (Short Message Service) marketing is sending promotional text messages to a list of recipients. These are usually brief messages with a call-to-action, offer, or marketing message in mind.

Because SMS marketing enables businesses to engage with their audience in real time, it is popular due to its immediacy and direct reach. Promotions, notifications, reminders, and customized messaging are examples of common applications.

Targeted messaging, pertinent content, and consideration for user preferences are all necessary for successful SMS marketing. Furthermore, preserving a good rapport with clients depends on remaining aware of and in compliance with legal standards.

What is MMS marketing?

By enabling companies to transmit multimedia information via text messages, including photos, videos, audio clips, and slideshows, MMS (Multimedia Messaging Service) marketing expands on the idea of SMS marketing.

When compared to conventional text-only SMS, MMS communications offer a more visually captivating experience. Businesses trying to provide more engaging and immersive content to draw in customers will find that this type of marketing works especially well for them.

MMS marketing offers a more visually rich and engaging experience compared to SMS, making it suitable for brands looking to convey their messages through multimedia content. As with any marketing strategy, success relies on relevant and compelling content, targeted messaging, and compliance with legal requirements.

The Key difference between SMS and MMS Marketing

• Unlike SMS marketing, MMS marketing allows for longer text messages and multimedia content. On the other hand, SMS is limited to 160 characters and is composed of plain text. Another difference between SMS and MMS is the cost per message for MMS. 
• MMS increases engagement by 250% over SMS. Not just text marketing but all sorts of image marketing should be employed for your business. On the other hand, MMS messaging is arguably the most affordable and straightforward way to communicate with customers. 
• Studies show that MMS marketing works four to five times better than web advertising at raising brand recognition.
• Compared to standard text messaging, MMS messaging has a lot more potential to be shared and generate interest in your message outside of your list. Just visualize the impact that a well-selected image or video would have on your Facebook or Instagram page, and think about the advantages that photo sharing might have for your internet company.

Must-know statistics about SMS and MMS marketing

• Text message open rates average 98%. (Luisazhou,2023)
• Every dollar invested in SMS marketing generates $71. (Luisazhou,2023)
• According to a Grand View Research, Inc. report, the size of the U.S. SMS marketing industry is anticipated to reach USD 12.6 billion by 2025, growing at a CAGR of 20.3%.
• Experts report that the United States’ SMS marketing market size is growing at a compound annual growth rate (CAGR) of 20.3% from 2019 to 2025. By 2025, it will be valued at $12.6 billion. (Grandviewresearch,2019) 
• Research indicates that the open rate of MMS messages is 98%, whereas email marketing has an open rate of only 20%. Customers are also more inclined to interact with multimedia material in MMS messages than with plain text, resulting in a better engagement rate. (Tallbob,2023)
• MMS messages are more likely to attract engagement than standard SMS. Compared to SMS, the average click-through rate of MMS messages is 15% higher, with up to 20% more campaign opt-ins. If you are looking for more engagement from your users, MMS marketing is definitely the way to go. (Sendhub,2023)

How are SMS and MMS different from iMessage or WhatsApp?

Then let me briefly explain that Over The Top (OTT) applications include WhatsApp, iMessage, WeChat, Facebook Messenger, and other messaging services of a similar nature. Instead of using the cellular network, they communicate via the internet. The appropriate app must be downloaded to the recipient's smartphone or mobile device. 

Certain smartphones, such as iPhones with the iMessage system, have OTT apps preloaded. Every app uses a separate set of platforms, has a varied set of network requirements, and has its own protocols for sending and receiving messages.

iMessage is the default delivery service for sending a message to an iPhone. SMS is used by default if an iPhone user does not have iMessage. Whether a text was received by SMS or iMessage determines what hue it appears in the recipient's iPhone.

OTT applications are more economical than SMS and MMS as they are free to use. Since they have far bigger file size limits than MMS, they are sometimes better for sharing multimedia content.

In addition, they provide additional services, including voice and video calling, group messaging, and message broadcasting. 

However, OTT apps are limited to communicating with one another; you cannot, for example, send a WhatsApp message to a WeChat user. On the other hand, you can communicate with anyone who owns a mobile device using SMS and MMS.

SMS or MMS Marketing for Online Brands?

Well, let me clarify: For online businesses, the decision between SMS (Short Message Service) and MMS (Multimedia Messaging Service) comes down to the campaign's particular objectives, target market, and content. Everyone has benefits and things to consider on their own. Here are a few things to consider before choosing:

Concerning SMS marketing:

• Text-Only Messages: SMS may be appropriate if your message can be sent clearly and succinctly with a call to action.
• High Open Rates: SMS messages frequently have high open rates, which makes them useful for urgent or time-sensitive communications or promotions.
• Cost-Effective: SMS is usually less expensive than MMS, which makes it a business-friendly choice.
• Widespread Compatibility: Since SMS is compatible with almost all mobile devices, it may be used with a variety of phone models.

For MMS marketing:

• Visual Content: MMS is better if your message needs visual components like pictures, movies, or GIFs to fully communicate its meaning.
• Storytelling and Branding: MMS facilitates greater creativity and storytelling, which makes it appropriate for establishing a company's identity and delivering a more comprehensive message.
• Engagement through Multimedia: MMS can be more engaging for goods or services where images are important, including food, entertainment, or fashion.
• Greater Message Size: MMS messages support bigger file sizes, giving more room for imaginative and eye-catching material.

Points to consider for both:

• User Preferences: Take into account the tastes of your target audience. While some users could interact more with multimedia information, others might prefer the simplicity of text messaging.
• Regulatory Compliance: Make sure that your marketing strategies abide by all applicable laws, which should include getting user consent and offering opt-out choices.
• Campaign Goals: Clearly state your goals for the campaign. SMS can be a better option if you need to make a quick and clear call to action. MMS can be a better option if you want to create a visually striking and immersive experience.

Final Thoughts 

SMS or MMS marketing success is determined by how well the selected channel fits your content, objectives, and target audience's preferences. Depending on the particular needs of each campaign, some companies even combine the usage of MMS and SMS. Which approach is most effective for your internet business can be ascertained by testing and evaluating the results of your campaigns.

To sum it all up, It could be extremely beneficial to include MMS marketing in your current toolkit for marketing. Don't wait; get thinking about it now. Using images, music, or video in addition to text communications can help you communicate more effectively. Since people are frequently highly visual creatures, MMS is a useful tool for grabbing attention.

To ensure that messages are sent consistently across your MMS or SMS marketing campaigns, you need the appropriate platform.

To make things easier, Converted.in is a marketing automation platform that offers MMS marketing campaign services to e-commerce companies. 

Convertedin can be used to enable MMS automation for the purpose of gathering client information and sending them relevant messages. Additionally, it enables you to track the success of your SMS campaigns in order to provide the best results and the highest possible return on investment. 

Avoid missing out and request your demo now!