MMS & SMS Holiday Deliverability

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It's no secret that the holiday season --Black Friday and Cyber Monday, in particular-- is widely known as the most important consumer season. For this reason, it's important to be mindful of a few things when planning your holiday campaigns.

  • US telephone carriers use different networks for delivering SMS messages (text-only messages) and MMS messages (multimedia messages with photos or GIFs).
  • While rare, telephone carriers may experience issues delivering MMS messages (i.e., messages containing images and/or GIFs). Historically, we've seen these issues cause degraded image quality or duplicate MMS messages sent to subscribers.
  • The high volume of messages being sent across carriers during the holiday season can cause delays in delivery, sometimes spanning over several hours.

How Postscript Notifies You of Issues

We will always keep you in the loop when deliverability issues occur. When our system detects a carrier issue with MMS message delivery, we'll notify you within the Postscript app.

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Issues Have Recently Occurred Issues Are Currently Occurring
Our gold banner indicates that our system recently detected issues with telephone carriers delivering MMS messages and we suspect those issues may occur again in the near future.


Addressing Deliverability Issues

As soon as our system recognizes that carriers are having issues delivering MMS messages, Postscript stops sending MMS messages.

Postscript also takes the following actions:

  • Temporarily prevents you from sending or scheduling new MMS campaigns. You can still send SMS campaigns by removing images or GIFs from the campaign.
  • Converts keyword replies and replies to MMS messages to SMS messages. Postscript will charge you the normal amount of credits for the SMS message but will not charge you over 3 credits per message. This ensures your message cost is less than or equal to the MMS message.
  • Converts current MMS automations and previously scheduled MMS campaigns to SMS messages. 

Recommendations for the Holiday Season

We've gathered a few recommendations to help you better navigate potential holiday deliverability issues.

  • Consider using SMS instead of MMS. Carriers have far fewer issues sending SMS successfully, so you might consider using SMS over MMS throughout November and December. SMS is also 1/3 the cost of an MMS message, allowing you to send more campaigns during this time.
  • Pause campaigns during poor delivery windows. You have the option and ability to pause scheduled campaigns so that they don't send during times of poor deliverability. If you have a time-sensitive campaign, then it might be best to let it send as an SMS. You can learn more about pausing scheduled campaigns here.
  • Be prepared. Prepare great SMS campaign copy so you won’t feel any loss in quality should you have to forgo MMS for a period of time.
  • Extend coupon deadline. Make more time-sensitive holiday sales span over longer time periods so that coupons won’t expire (and customers won't miss out) should there be deliverability delays.

Between now and Cyber Monday, we’re dropping monthly 🔥  resources to help you 
crush your Q4 marketing goals. Come check out our 2021 Holiday Hub.

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