Comparing SMS And MMS Messaging: Which Is Right For Your Campaign?
Among the most effective ways to keep your customers engaged and attentive to your brand is by sending regular text messages with deals and alerts about upcoming promotions. Even if you personally send text messages daily, you may not understand the difference between SMS and MMS messaging. While these terms are often used interchangeably, they describe different forms of messaging.
What Is SMS?
SMS is an acronym for Short Message Service, a type of text message. It was originally created in the ’80s and is among the oldest technologies for texting. Even though more advanced forms of text messaging have been developed since then, SMS is still used on most devices. SMS messages consist solely of text and are limited to 160 characters.
If an SMS text is 300 characters long, it will be split into two messages. Currently, more than six billion SMS texts are sent each day in the U.S.
Pros And Cons Of SMS Messaging
The main advantages of using SMS include:
- These messages are short and succinct because of the 160-character limit.
- It’s less expensive to send SMS messages to customers.
- Customers can receive texts without needing to download an app or extra software.
- Most U.S. carriers offer unlimited texting plans, meaning your customers and subscribers don’t pay anything.
- SMS messages have a 98% open rate, which makes it more likely that a well-written text will appeal to your customers.
The primary drawbacks to using SMS for your campaign include the following:
- You can’t send lengthier messages with SMS.
- It’s impossible to send photos or videos through a standard SMS message.
What Is MMS?
If you’re wondering, “What is MMS messaging?” this acronym refers to a Multimedia Messaging Service. It’s designed to be an enhanced version of an SMS message. The primary difference between the two options is that you can send many types of multimedia in your messages, including everything from videos and images to audio clips.
A single MMS message can consist of as much as 1,600 characters. The various file types that MMS supports include:
- PNG
- GIF
- GIF animated
- MP3
- MP4
- JPG or JPEG
Remember that it costs more for you to send an MMS message than a text message. You can expect a standard MMS message to cost around two to four times more than an SMS message. When employed effectively, MMS messages can boost conversions and increase customer engagement.
Pros And Cons Of MMS Messaging
The main advantages of using MMS messages in your campaign include:
- These messages are usually more visually appealing and engaging with customers.
- You’re able to send texts that contain ample amounts of content with this solution.
- You can tell a more complex story and use different media pieces to do so.
The primary drawbacks to using MMS include:
- These messages are more expensive and can eat into your marketing budget.
- Not everyone can receive these messages, meaning customers without smartphones might not receive your texts.
- If you’re looking to create custom videos or photos for MMS messages, you may need to pay to hire a professional.
Which Messaging Is Right For Your Campaign?
Now that you understand the differences between these types of messaging, it’s time to select the option that’s right for your campaign. Each message has its own use cases. If, for instance, you want your customers to read a quick message before clicking on a link, an SMS text might be the best choice. MMS messages allow you to grab the reader’s attention and make them more engaged with your brand.
Many marketing campaigns use both types of messaging to reach customers. Some of the top use cases for SMS messages include:
- Account info
- Loyalty programs
- Order confirmations
- Product updates
Use MMS messages for:
- New product announcements
- Abandoned cart texts
- Birthday messages
- Product images
- Promo codes or coupons
Both SMS and MMS allow you to efficiently reach new and potential customers when you want to guide them to your website or remind them of a new product launch. Consider the cost, market exposure, and effectiveness when determining which messaging solution is right for you and your campaign.
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