Canada MMS Deliverability Issues

   Tip: Select any of the images or GIFs in this article for a closer look.

At this time, local carrier restrictions impact Postscript's ability to send MMS messages to Candian subscribers.

The good news is our research shows that SMS messages are just as effective as MMS messages in terms of click-through rates and conversions. Looking at A/B tests between SMS and MMS message, we discovered the following:

Message Type Click-Through Rate (CTR) Conversation Rate
MMS 8.10% 1.06%
SMS 8.90% 1.07%

We recognize that images and custom GIFS are important to brands that like to showcase their products to subscribers. While we hope our ability to deliver MMS messages to Canada will change in the future, for now, we recommend that shops send their Canadian subscribers campaigns and automations using SMS messages.

We walk through how to do this below.

Segment Out Canadian Subscribers


With segments, you can send campaigns to specific parts of your subscriber base. This feature can help you ensure you're sending the right type of campaign (MMS vs. SMS) to your Canadian subscribers.

Here's how you can do it:

  1. Create separate segments for both your US and Canadian subscribers.
  2. Send an MMS campaign to your US subscribers.
  3. Clone the MMS campaign, remove the MMS media, and send the campaign to your Canadian subscribers.

Let's walk through these steps in more detail:

Create Canadian Segment Copy Campaign

  1. Select Messaging in the side menu of your Postscript dashboard, then select Segments.
  2. Select Create Segment in the top-right corner of the page.
  3. Name your segment (i.e. Canadian Subscribers).
  4. Under Segment Criteria, select Subscriber Phone Two Letter Country Code from the first drop-down.
  5. Choose Equals as your refinement criteria.
  6. Select CA from the last drop-down. CA is the two-letter country code for Canada.
  7. You can view the number of current subscribers included in this segment under Segment Size. Keep in mind this number will change as subscribers opt-in or opt-out of SMS.
  8. Select Save Segment in the bottom-right corner of the page.

Repeat the above steps, only this time for your US subscribers. This will allow you to send near-identical campaigns to both subscriber bases. You'll simply need to remove the MMS media from the Canada-bound campaign.

Create Automations for Canadian Subscribers


Automations allow you to define your target audience when you set the automation behavior. If you have an MMS automation that sends to your entire subscriber base, such as a welcome series or an abandoned cart, you can create a copy of the automation, remove the MMS, and target Canadian subscribers.

Here's how you can do it:

  1. Clone the MMS automation and change the recipient filter to send to Canadian subscribers.
  2. Remove the MMS media, edit your message, and enable the new automation.
  3. Edit the original automation to target US subscribers so you don't send to Candian subscribers twice.

Let's walk through these steps in more detail:

  1. Select Messaging in the side menu of your Postscript dashboard, then select Automations.
  2. Locate the automation you wish to copy, then select Clone on the far right of the automation line.
  3. Rename your automation. This will help you when looking at the performance of your two similar campaigns.
  4. Under User Filter, select Yes.
    • Select Subscriber Phone Two Letter Country Code from the first drop-down.
    • Choose Equals as your refinement criteria.
    • Select CA from the last drop-down. CA is the two-letter country code for Canada.
  5. Select Save & Continue to Messages in the bottom-right corner of the page.
  6. Remove the MMS Media (image or GIF).
  7. Edit your message (if desired).
    • SMS messages have fewer available characters than an MMS message. You may choose to trim your message down and/or remove emojis in order to fit a single message credit.
    • Since an MMS message would cost 3 credits a send, you could still send an SMS message equal to that. You can view the current credit cost per send beneath the message.
  8. Select Save & Continue to Preview in the bottom-right corner of the page.

Get Support


Have questions? Please feel free to reach out to our wonderful Support team at support@postscript.io or via live chat. You can also submit a support request here!

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