SMS vs. MMS: A Side-by-Side Comparison

SMS is the oldest form of messaging service in the electronic world. Even today, the relevance of SMS and MMSs has not died in the world of MarTech, even with the introduction of so many other marketing channels.

SMS stands for Short Message Service, and MMS means Multimedia Message Service. They are both known forms and tools of mobile marketing, but they are different in terms of reach, needs, content they carry, and cost. SMS is usually a plain text or maybe has a link in it, but MMS can have text, images, videos, and audio. Understanding SMS vs. MMS is crucial for any marketing team to leverage the right mobile service for the unique needs of the customers and businesses alike.

About 5.65 billion to 7.2 billion people around the world use mobile phones regularly and out of which 87% are smartphones. This means that SMS and MMS become the first choice to reach maximum number of people. On these phones, over 23 billion SMSs are sent every day, which is a huge amount by any standards.

Though both might seem old school, but they are an increasingly popular choice with many businesses over the years. And here is why:

• Over 98% of SMSs are opened vis-à-vis only 25% of emails.
• About 60% of people open the SMS within 5 minutes of getting it.
• They reach consumers on a more intimate level without being hidden in the noise on social media.

When planning the marketing strategies, the question of SMS vs. MMS comes up quite often. Both may appear similar, but they are distinct in their reaches, capabilities, uses, and target audience. SMS and MMS are used in both person-to-person and application-to-person messaging, and here is a short guide to help you decide which best suits your business needs so that you can harness the full potential of both.

What is SMS?

Short Messaging Service is a form of plain text messages that are transmitted over cellular phone networks. SMSs can be sent and received without any internet (no need of Wi-Fi or mobile data) connection. They are a very reliable and cost-effective way to reach consumers across the globe. This marketing tool, personal and timeless, is perfect for

• Setting appointment reminders, confirmation and cancellation schedules
• Sending order confirmations
• Product notifications
• Two factor authentications
• Welcoming new consumers
• Send payment reminders and offer ways to pay
• Run flash sales or offer special (VIP discounts)
• Share shipping and delivery updates
• Confirm orders
• Give tech support
• Take customer surveys
• Give flight updates and check in information
• Account balance and other information

Pros

• They are more concise and easier to understand by the recipient.
• Can reach all mobile phones.
• It is versatile and customizable. You can design the messages as per the insights based on data points and preferences.
• SMSs are very secure and let you have Zero-party data (information that the customer has shared with the business voluntary).
• It is a much less crowded platform.
• Is very cost-effective as they give a much higher ROI and gives a more personalized data on the campaign performance.
• Since the customer has voluntary given his phone number, they are more likely to find SMSs appealing.
• Can be integrated with other channels such as e-commerce websites easily.
• Can be used for two-way communication easily.
• Is cheaper than a phone call.
• Can be sent to a large number of people at once.

Cons

• Only allows 160 characters of plain text.
• You cannot send any video, Gif, or audio files in an SMS message. which limits its creativity

SMS is a popular tool in Banking and Finance, Healthcare, Travel and Hospitality, Telecommunications and E-Commerce industry to enhance the customer experience, and encourage loyalty. Using SMS marketing correctly is a good opportunity for the brands to strengthen customer satisfaction and increase sales.

What is MMS?

You can say it is an advanced version of SMS, the Multimedia Messaging Service, was launched in 2002. The use of MMS gained momentum around 2010, when the smartphones started to take over the regular feature phones. MMS works on the same technology as the SMS but you can send images, videos, audio clips, GIFs, and emojis in it. MMS are commonly used for

• Sharing product or new launche videos
• Sending information photos, product pictures
• Sharing how to tutorials
• Troubleshoot support issues
• Offers deals and monitor with traceable back links

Pros

• There is no limit to the number of text characters in MMS. Some providers might set a limit. But it is still more than SMS, sometimes up to 1600 text characters and 3.75 MB of data.
• Has about a 300% higher engagement rate than a simple SMS.
• MMSs have about 98% read rate and people generally open them within about 90 seconds of receiving them.
• You can add the logo of your brand to create more impact.
• MMSss have 15% higher click rate.
• MMS is four times more likely to be shared on social media.

Cons

• Need a working internet connection
• It is more expensive than SMS
• They are costlier than SMS (almost triple the cost)
• Your marketing budget might need some extra money to hire somebody to make the hight quality photos and videos for the campaign.

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SMS vs. MMS which one is better for your Business?

Studies have shown that more than 90% prefer messaging over a phone call, hence, messaging deserves a place in your budget. Here are some factors to keep in mind before choosing:

• Your marketing budget: MMS is more expensive, but lets you send more data
• The length of the messages: SMSs are more concise and often don’t include all the details.
• The purpose of the message, for example are you just giving the customer information about a product in stock or do you want to show them the product too?

Both SMS and MMS are highly effective marketing strategies for reaching your customers directly and gaining outstanding benefits and ROI. In the SMS vs. MMS debate, MMS gives an extra performance boost, whereas SMS is a cost-effective way of reaching maximum number of customers. When choosing between the two, consider the needs of your business, customer segment, and budget first.