MMS (multimedia messaging service) and SMS (short message service) are two text formats you can use in your mobile marketing efforts. You send MMS and SMS messages to deliver promotions, transactional, and other brand messages to your subscribers.
While SMS and MMS both have their place in your marketing strategy and require consent, they differ in what they can do.
Key differences between MMS and SMS
Although using both MMS and SMS in your omnichannel marketing strategy can benefit you, here are the differences to consider:
| MMS | SMS | |
| Character limit | 1600 characters | 160 characters or 70 with special characters |
| Media support | Text, images, audio files | Text, symbols, and emojis |
| Delivery time | May take longer due to larger file sizes | Instant |
| Country availability | United States: toll-free numbers and short codes Canada: toll-free numbers Australia: long codes | Multiple countries throughout North America, Europe, and Asia-Pacific |
| Cost per message | More expensive but varies per carrier | Cheaper than MMS |
When to use MMS vs. SMS
Use MMS messages when sending multimedia content to your subscribers, such as new product images, promotional videos, or GIF animations. They grab your target audience’s attention more easily than SMS, increasing click rate and purchase rate.
SMS is ideal for concise messages that require immediate delivery, such as:
- Abandoned cart reminders
- Time-sensitive promotions like flash sales
- Order confirmations and shipping updates
- Customer support updates
- Welcome messages for new subscribers
When deciding between MMS and SMS marketing, consider your messages’ goal and target audience. If unsure, conduct A/B testing to see which format yields better results.
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