MMS vs. SMS Performance

We often get asked if sending MMS (any message with a picture or GIF) performs better than an SMS (just text). Intuitively, it might appear that having a picture of your product or fun GIF would increase conversion, so we decided to look at the data.

 

Our Data Science team looked at all our customers over the last three months who ran an A/B test with one segment sending SMS and one segment sending with MMS. Below is a look at the data.

 

 

What you'll notice is SMS performed better in both Click-Through Rate and Conversion Rate. That being said, there are still great times to send MMS:

  • Product Launches

  • Large Promotions

  • Very Image Heavy Brand

  • Additional Information in the Image (5 meditation tips, 3 healthy eating tips, etc.)

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