As an online business owner, you’ve probably taken advantage of SMS marketing at some point. But if you’re unaware of MMS marketing, you may not be using all of the marketing tools at your disposal.
In short, MMS marketing—or multimedia messaging service marketing—engages customers through multimedia content. This content can include pictures, videos and animated GIFS.
Since text messages have a 98% open rate, creative MMS can be just what your business needs to increase customer engagement.
In this quick primer, we’ll detail the benefits of MMS marketing and provide MMS marketing examples to showcase how multimedia can improve your conversion rate.
The Differences Between SMS and MMS Marketing
To highlight the differences between SMS and MMS marketing, imagine that your supplement business is running a promotion. In which case, you decide to engage customers through text message marketing.
An SMS message might read: This week only, take 20% off all wellness gummies! This message is short and to the point, alerting customers to the new promotion.
However, this message also lacks energy and personality. There’s only so much an exclamation mark can accomplish.
As a result, you send the same message but with a GIF of an excited actor from a popular sitcom. By including the GIF, your MMS message illustrates your business’s eclectic, relaxed personality. This creates excitement, fun and a dynamic feel around your messaging. .
When to Opt for MMS Over SMS Marketing
Given the differences between SMS and MMS, you should opt for MMS over SMS if you wish to increase your campaign's:
- Personality – Multimedia can showcase your brand’s unique personality in ways that words cannot.
- Creativity – When paired with text, multimedia content allows you to be more creative when presenting products and information. Consumers may find this creativity enticing. According to some reports, MMS has a 15% higher click-through rate than SMS.
- Immediacy – If a picture “speaks a thousand words,” a well-timed GIF can speak volumes. Pictures and videos are powerful, engaging mediums. They can inspire customers to move from consideration to conversion quicker than words alone.
- User experience – Emotionally engaged consumers are three times more likely to become loyal to a brand. MMS can help foster a stronger emotional connection between the brand and the consumer through audio and visuals.
How to Use MMS Marketing
Many online businesses leverage MMS marketing in creative and engaging styles. Here are a few of the most common ways companies employ MMS marketing:
Coupons and Promotions
The average consumer’s love for coupons, discounts and promotions hasn’t changed. 93% of consumers say they still consider coupons and discounts when deciding on a purchase.
However, what’s changed are the ways consumers receive and use coupons. Instead of clipping coupons from publications, more and more consumers are turning to digital.
MMS marketing can help your customers receive coupons via QR codes.
An MMS message with a coupon might feature the QR code atop text that reads: Take 30% when you scan this code at checkout!
Branded Messaging
Some logos can evoke dynamic emotional responses. As a result, many businesses include their logos alongside written text. MMS makes this branded text messaging possible.
For instance, suppose your wellness brand from earlier sends an MMS message featuring a GIF, text and your company’s logo. The image of your logo can further add to the consumer’s user experience (and become a memorable indicator of your personality).
Drip Campaigns
Drip campaigns have long been central to email marketing. With MMS, they can be even more effective.
In short, drip campaigns refer to marketing campaigns in which businesses send pre-written, thematically focused messages to consumers. These messages can contain:
- Weekly challenges
- Newsletters
- Reminders
Given MMS marketing’s higher open rate, MMS drip campaigns can potentially engage consumers better than email drip campaigns. To that end, increase engagement further by choosing a business texting platform that automates the process.
Elements of Effective Images
Images help power MMS marketing and consumer engagement. According to one survey, 75% of respondents said pictures highly influence them during the consideration stage. As a result, image presentation is vital.
Here are a few ways to make your MMS images more effective:
- Show products from all angles
- Provide the right amount of space between image and text
- Hire a professional photographer
- Choose an accessible font
- Use colors that reflect your brand
You should also pay attention to attachment size. If your image pushes your MMS message over the attachment size limit, the message may not go through. For most carriers, attachments cannot exceed 3.5 MB.
Discover MMS Marketing with Texting Base
From animated GIFs to short video content, MMS marketing can add energy, personality and levity to your marketing campaigns. However, your MMS marketing is only as strong as your business texting platform. To cover all of your multimedia bases, you’re in the right place.
Here at Texting Base, our MMS messaging service allows you to engage customers through QR codes, coupons and graphics. It even allows you to have two-way conversations with customers. That way, you can receive feedback to help increase your conversion rates.
If you’re ready to integrate (or elevate) your MMS marketing channel, try our platform for free for 14 days.
Sources:
Access. Coupon Statistics: The Ultimate Collection. https://blog.accessdevelopment.com/ultimate-collection-coupon-statistics
Bandwidth Support Center. What MMS message size limits must be adhered to? https://support.bandwidth.com/hc/en-us/articles/360014235473-What-MMS-message-size-limits-must-be-adhered-to-
Forbes. MMS Should Be A Key Component Of Your Communication Strategy. https://www.forbes.com/sites/forbestechcouncil/2021/09/28/mms-should-be-a-key-component-of-your-communication-strategy/?sh=6da221f96cb4
Jeff Bullas. 45 Ways to Create Better Customer Experiences With Emotion. https://www.jeffbullas.com/45-ways-create-better-customer-experiences-emotion/
SmartrMail. MMS vs SMS: When to Use Each in Your Marketing. https://www.smartrmail.com/blog/sms-vs-mms/
