Did you know that 78% of Americans said they wished they could have a text conversation with a business? 

Text messaging offers a great marketing opportunity for businesses to reach customers, and both SMS and MMS can be useful weapons in your marketing arsenal. But, what are the differences between SMS and MMS, and when should you use them? 

We’re here to help in this guide for beginners. 

What Is SMS?Did you know that 78% of Americans said they wished they could have a text conversation with a business? 

Text messaging offers a great marketing opportunity for businesses to reach customers, and both SMS and MMS can be useful weapons in your marketing arsenal. But, what are the differences between SMS and MMS, and when should you use them? 

We’re here to help in this guide for beginners. 

What Is SMS?

SMS, or short message service, has been around since the 1980s and is what most people think of when you say text messaging. 

How Is SMS and MMS Different Than Other Messaging Services? 

Over the Top (OTT) apps such as Facebook Messenger, WhatsApp or WeChat are popular means of communication. Unlike text messages, which rely on cellular networks, OTT apps rely on internet protocols (IP), so someone needs an internet connection to access the app. 

To send a message with an OTT app, both the sender and recipient must download and install the application on their mobile device. You cannot send SMS or MMS messages to an OTT app. In contrast, text messaging is available to anyone with a mobile device and supported by every smartphone network provider. 

Unlimited text messaging is less popular in other parts of the world (China, for example), which is why OTT apps have gained popularity. They are also better for sharing things like video clips because they are free to use. 

SMS vs. MMS: The Cost

SMS is inexpensive: it costs about $.01 per message and for many of your customers, it will cost them nothing to receive it. Every mobile provider across the world allows some form of SMS. 

MMS costs more. It can cost about $.03 (to start) to send MMS, depending on the content. MMS costs more because more data is transmitted with each MMS text message. Images, video and graphics require more data to load than straight text. 

Both SMS and MMS are considered text messages, and don’t get charged to data. That’s a good thing, since not all your customers will have unlimited data plans. 

SMS vs. MMS: Character Length

SMS messages have a limit of 160 characters. Characters include spaces and punctuation. If your message goes over 160 characters, most mobile network providers will break it into sequential messages of 160 characters each (and hopefully deliver them sequentially, too!). 

To give you perspective: If sending an SMS, a smiley face emoji is the equivalent of five characters, and if you add a couple of exclamation points, you can quickly use up your character limit.

The amount of data that can fit in an MMS, on the other hand, is about 1MB. That works out to more than a million characters, or a short (under one minute) video. So a lot of room to deliver your message.

However, your customer could have different MMS limits, depending on who their mobile service provider is, and not all providers accept MMS. 

SMS vs. MMS: Which Should I Use?

With 79% of smartphone users relying on an SMS opt-in to assist them in making purchasing decisions while shopping, adding SMS and MMS strategies to your marketing toolbox makes good business sense. 

To get the best results, choosing the right medium for your message is important. 

First, you want to consider things like your target audience, your marketing budget and your goals. 

SMS works best for: 

• Straightforward, short (but important) content, such as opt-in language (legal) or order confirmations. 
• Information needing a personal touch such as appointment reminders, product refills or membership renewals.
• Information that needs to be communicated quickly, such as an alert, a recall or a limited-time offer or promotion.
• When you want to deal with fewer design considerations; although the text message needs to always reflect your brand.

MMS works best for:

• When you want to add graphics, photos or video. There are more design considerations with MMS because you want the text and imagery to work together seamlessly.
• When you really want to capture the user’s attention. For example, sending an outbound message about a promotion or an opt-in success message that welcomes new customers with fanfare.
• Impactful messages that you want to generate a response, such as a new product launch, a charitable campaign or a competition. 

More SMS and MMS Marketing Tips for Beginners

Consent 

Most jurisdictions require customers to give consent before you can start sending them either SMS or MMS messages, so check your legal requirements before you start texting your client base. Fines can be significant.

Availability

Remember: SMS is universally available to anyone with a mobile phone plan, but not all plans accept MMS messages, and you could have bounces. 

Variety

Your customers could become bored with too many SMS messages or overwhelmed by too many MMS, so having a mix is the best solution. 

Timing

With either SMS or MMS, timing is key. According to SimpleTexting.com, the best time to send a text is 12 p.m. local time, and if you are hoping someone will make a purchase, then send it on Thursday. 

Of course, the timing of your text depends on what you want the recipient to do. If you are promoting a lunch special, for example, send the text mid-morning. 

And if you are sending texts for a national campaign, remember the time zones. No one wants to be awakened up at 5:00 a.m. with a text about printer ink.

Final Thoughts

Ninety-seven percent of Americans own some form of cell phone, and 85% own a smartphone. Consumers are 134% more likely to respond to a text than an email, so incorporating some form of SMS/MMS messaging strategy into your marketing plan makes good business sense. 

The trick is knowing when to use each type of text message to benefit both the sender's “cost” of using these messages and the engagement rate. 

Both SMS and MMS can be effective, and Radiance Labs has conducted countless hours of research to determine the best time to send which type of message, and can work with you to determine the best approach in every situation.