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The definitive guide to MMS marketing: Benefits and how-tos explained

Nikho Arrosas

MMS marketing allows you to send rich media content (images, photos, short video clips, GIFs, emojis, audio files) directly to customers via their mobile devices. You can expound your marketing message since MMS is not bound to a character limit compared to a typical SMS message. MMS is a powerful and effective tool that lets you increase the conversion rate as visual elements have a stronger effect on your audience and their engagement. It builds customer loyalty with ideal communication that captivates their attention. With MMS, you can keep your target audience informed with timely and relevant information.  

A recent study from Juniper Research projected a 40% global growth delivery in the business A2P (Application-to-Person) messages from an estimated 2.5 trillion in 2019 to 3.5 trillion in 2023. Meanwhile, in the US, Statista reported that the number of SMS sent in the US has increased to 2.2 trillion SMS or MMS messages during 2020, up from 1.5 trillion messages in 2017. This means that despite the popularity of digital communication channels in this age, text messaging is still relevant and cost-effective when it comes to reaching consumers quickly.

Difference between MMS and SMS 

Although SMS and MMS fall under the same messaging services, there are key differences between both forms. Short Message Service (SMS) uses standard text-based formatting that can reach up to 160 characters. Multimedia Message Service (MMS) is complementary to SMS which gives more context to the message. It includes images, videos, animated GIFs, and in some cases audio clips. SMS marketing with MMS is more impactful because it enhances the text with visuals. 

Benefits of MMS marketing

In marketing, audience engagement is vital since it creates an ideal atmosphere for business-to-consumer interactions. Just like SMS marketing, MMS marketing has its own benefits. See how MMS marketing benefits businesses in creating an ideal audience engagement below:

1. Delivers an immediate message

MMS marketing takes only about 3-5 seconds to reach a vast audience. It delivers visual messages without the need for an internet connection. Some devices may allow receiving MMS messages without mobile data. 

2. Reports immediate results

MMS marketing allows marketers to view who has received, opened, and clicked on links from the MMS they sent. It helps develop insights to scale their outbound marketing campaign and get results faster. 

3. Makes it more personal

Receiving a text message is already personal, but receiving MMS with images of products/services you were looking for is amazing. It makes the audience feel the message was customized for them. 

4. Gives cost-effective marketing

SMS and MMS marketing are way cheaper than other marketing methods. It is even way more environmentally friendly than handing out flyers and printed brochures. Broadcasting SMS/MMS is more affordable these days at as low as 2¢ per message

5. Open for global marketing

MMS marketing can allow businesses to reach their audience on a global scale. Most devices today are designed to be internationally open for other networks than they used to be. You can reach your audience wherever they are. 

6. Builds better conversations

Humans are programmed to respond better with visual aid. Text can get boring for others. An SMS accompanied by graphics may get more replies than an SMS alone as it gives more context to the conversation with your audience.

MMS marketing best practices

1. Get the audience to opt-in

Marketers must comply with the Telephone Consumer Protection Act (TCPA) of 1991. This legal compliance means that they have to get consent from a contact in order to send them promotional messages. This applies to SMS and MMS campaigns.

MMS allows your campaign to send visually appealing invites to better persuade your audience to opt-in to your texting list. Since a picture message is naturally easier to skim and scan, your audience is more likely to open them, especially MMS piques curiosity. All that is left is how you make your MMS creative enough to captivate your audiences’ attention within a couple of seconds after opening the message.

2. Use MMS creatively

MMS is only as good if it’s creative enough to convey your marketing message. You have to consider your audience and goals if you want your MMS marketing to be successful. Get the type of content you want to send out to your audience. Offer relevant information inside your MMS. it should always be complementary to your text message. 

Be as clear and concise as possible. You can only send a couple of megabits of data in an MMS message. Use powerful call-to-action keywords in your designs. Use friendlier color palettes to accommodate visual disabilities like color blindness. Maximize the font size and allowable size in creating your MMS templates. 

3. Choose the right time to send MMS

Just because MMS gives you the option to reach your audience immediately, it doesn’t mean that you get to reach out to them whenever you want. There is always the best time to reach a certain segment of the audience in order to get your message read and open. Your marketing or sales automation can help you out with this task. 

You must know how to create a profitable SMS marketing strategy in order to get the most out of your investment in MMS marketing. You can set up your sales and marketing automation tool to better understand your audience. You can set the time and trigger messages based on your marketing workflows. You can follow up with an MMS message containing a flyer after a prospective call. 

4. Resize your MMS properly

Some of your audience may either be on mobile data or don’t use smartphones. You don’t want to consume their mobile data and make it difficult for them to download your MMS (if it’s an attachment). This is why you should always resize and optimize your MMS properly before sending them.

how to resize images for mms marketing

5 customizable MMS templates you can edit with Canva

Template #1 – Visually promote your products or services 

Make your product visually appealing to your audience. Creatively use visual elements like shape, line, color, value, texture, form, and space to capture the attention of your audience. Service providers should make use of human elements that evoke positive images appealing to various senses.

Click here to edit these templates in Canva.

Template #2 – Promote in-store deals and generate foot traffic

In-store deals and foot traffic works best if you send your MMS to the audience near your store location. Be mindful of this as it can sometimes cause confusion to your audience about other online offers you promote. Include the store location, map link, and specific item in the offer.

Click here to edit these templates in Canva.

Template #3 – Send promotional coupons or flash sales 

Coupons are great for driving online traffic and promoting flash sales. For an online store, put a dedicated link or URL so that your audience does not have to remember any codes. This will help improve your open rates and click rates. Emphasize the amount they can save (e.g. the discount percentage of items) in all capital letters or bold text.

Click here to edit these templates in Canva.

Template #4 –  Greet customers on special occasions

If you have audience data such as their birth month or birthday, you can send them a warm greeting to let them know about a special offer for their special day. You can also send them anniversary greetings to celebrate their milestone with your business. These MMS are great as they build a personal bond with your audience.

Click here to edit these templates in Canva.

Template #5 –  Engage with GIFs and memes

Lighten up the day of your audience by sending jokes, puns, GIFs, and/or memes. Internet memes may vary across social media platforms. If your company is a consumer lifestyle brand known for its tongue-in-cheek tone, sending memes could appeal to your target audience. Just be sure to be culturally aware and sensitive about what you send to recipients.

Click here for more editable templates in Canva.

Let Aloware boost your SMS/MMS marketing campaigns

Aloware helps your company connect with customers in today’s mobile world. You can boost engagement rates with two-way texting. Make your messages more impactful with images, GIFs, and videos. Schedule these multimedia messages to be sent at specific times. You can benefit most from SMS/MMS campaigns by sending promotional messages or automated messages to customers with a high intention to buy.

Additionally, Aloware offers unlimited texting and calling features to make omnichannel communication for your business possible. With today’s customers never far from their mobile phones, you can harness this underutilized format to stand out from the competition. Schedule a demo today to learn more about Aloware’s features so you can get a competitive edge and improve customers’ experiences.

Written by Nikho Arrosas

Resident writer at Aloware, creating content that allows sales teams to harness the power of technology.