MMS MARKETING GUIDE / CHAPTER 2
MMS vs. SMS: How do they differ?
Discover the differences between the two mobile messaging channels and how they can enhance your communication strategy when paired together.
What’s the difference between SMS and MMS?
SMS
Short Message Service (SMS), or a text, is exactly that – a short message made of only text. It allows you to send and receive messages of maximum 160 characters and over a mobile network.Â
MMS
Multimedia Message Service (MMS) is the next level of SMS. It uses multimedia like images and videos, along with text making for richer communication between users.
A side-by-side comparison of SMS and MMS
| SMS | MMS |
|---|---|
| 160 character limit | Higher limit than SMS- dependent on provider |
| Send text only | Send text, videos, images |
| Inexpensive | More expensive than SMS |
| Any mobile phone can receive SMS | Not all mobile phones can receive MMS |
| Ideal for immediate communication (ie. reminders, announcements, updates, 2FA) | Ideal for creative messages (ie. promotions, coupons, QR codes) |
Pros and cons of SMS and MMS
SMS and MMS are both mobile messaging channels but carry their own advantages and weaknesses that are important to note:
| SMS | MMS | |
|---|---|---|
| Pros | Available on all devices Reliable delivery Simple to use Cost Effective | Send multimedia messages Compatible on a wide range of phones Enriches communication High character limit |
| Cons | Character limit of 160 characters No multimedia Prone to spam and scam attacks | Expensive Limited file size Higher chance of undelivered messages |
Best use cases for SMS vs. MMS
So using both channels together, depending on the use case, can improve customer engagement, loyalty and responsiveness to your marketing messages. Take a look at ideal use cases for SMS and MMS:
MMS and SMS: The perfect marketing combo
When we look at the bigger picture, we shouldn’t be limited to thinking that it’s always SMS vs. MMS.
In fact, because of their differences and individual pros and cons, using both channels in combination can make your communication and marketing efforts much more effective.
In an effective omnichannel communication strategy you don’t have to choose between the two, but can use both, leveraging each’s best features depending on the context.
This has been highlighted by a number of our clients in the healthcare sector who use the SMS and MMS channels very effectively to fulfill prescriptions, for example for contact lenses:
Customer initiated MMS
The customer takes a picture of their prescription and sends it to their medical provider via MMS
Continue conversation via SMS
Two-way conversation can resume over the cost-effective SMS channel once the image is received
Redirect additional requests
If needed, email addresses and URLs can be sent via SMS for any additional requests
Beneficial results
Customer has a frictionless experience and the business gets maximum ROI and satisfied customers
Continue reading our MMS marketing guide