Messaging • Last Updated 9/29/2023

Boost customer engagement with MMS marketing

Learn how MMS marketing compares to SMS marketing, and why it might a better choice for your business.


By Emily Bowen

screenshots of MMS marketing messages

Did you know MMS (Multimedia Messaging Service) marketing can significantly enhance customer engagement with its rich multimedia content? If your business isn't leveraging this dynamic channel, you're missing out on a significant opportunity to connect with customers in a more engaging and memorable way.

But simply sending out multimedia messages isn't enough. To truly maximize the potential of MMS marketing, you need smart strategies tailored to this unique platform.

The numbers don’t lie: MMS messages garner 20% more campaign opt-ins than plain text (SMS) messages. Imagine the immense opportunities you could unlock by reaching your customers directly with personalized messages enriched with images, videos, and audio.

MMS marketing in line asset

Think of the increase in sales and brand loyalty you could achieve with a perfectly executed MMS marketing strategy. With the right tools and techniques, you could improve your business's engagement levels and, ultimately, your bottom line.

So, how do you get there? This blog post will explore the benefits and challenges of MMS marketing, how it compares to its text-based counterpart (SMS marketing), and provide actionable tips to maximize your MMS marketing strategy. Whether you're a small business owner or a seasoned marketing executive at a large corporation, this guide will give you the tools to transform your MMS marketing strategy from good to exceptional. So, let's dive in and explore the power of MMS marketing.

Understanding SMS and MMS marketing

Before we get into the specifics of MMS marketing, it's important to understand the fundamental differences between MMS and SMS.

SMS marketing involves sending plain text messages to customers' mobile devices. It's a simple, cost-effective solution that doesn't require an internet connection, making it a reliable way to reach customers globally. However, SMS messages are limited to 160 characters and don’t support multimedia content.

On the other hand, MMS marketing allows businesses to send multimedia content, including images, videos, audio files, and up to 1,600 characters of text. These differences make MMS a powerful tool for businesses looking to create more engaging, interactive communication with their customers. However, MMS messages require an internet connection and are generally more expensive to send than SMS messages.

Why choose MMS marketing over SMS?

Visual content plays a crucial role in marketing. People process visual content 60,000 times faster than text and are 60% more likely to remember a message with multimedia images over those that only contain plain text. This visual content is where MMS marketing shines. By incorporating rich media content into your marketing messages, you can significantly enhance customer engagement and recall, leading to higher conversion rates and customer loyalty.

Of course, SMS marketing is effective in its own right. However, MMS marketing offers several other unique advantages that make it a more powerful tool.

Enhanced engagement

With their rich media content, MMS messages are more engaging than plain text SMS messages. They can help capture your customers' attention and make your messages more memorable, leading to higher engagement rates.

Increased conversion rates

Due to their high engagement levels, MMS messages can lead to higher conversion rates. Whether you're promoting a product, offering a discount, or sending a personalized message, MMS can help drive action and boost sales.


MMS marketing offers greater versatility than SMS. While SMS is limited to text, MMS can include images, videos, and audio files, allowing for a broader range of content types. This versatility means you can use MMS for many purposes, from showcasing a new product with a high-quality image or video to providing customer service with a helpful tutorial or demonstration.

Richer storytelling

MMS allows for richer storytelling than SMS. With the ability to include multimedia content, you can create more immersive, engaging narratives that resonate with your customers and enhance your brand image.

Greater creative freedom

MMS offers greater creative freedom than SMS. With the ability to include a variety of multimedia content, you have more options to express your brand's personality and message in a way that aligns with your overall marketing strategy.

MMS marketing across industries

MMS marketing’s versatility also means it can be used effectively in various industries. Below, we’ve provided some examples of industry use cases where MMS can offer a significant advantage over SMS.

Retail and ecommerce

MMS can showcase products more effectively than SMS, leading to higher engagement and conversion rates. Retail and ecommerce businesses can use MMS to send promotional messages, new product announcements, and discount offers. Multimedia messages can showcase products more effectively than text-based SMS messages, leading to higher engagement and conversion rates.

Real estate

Those in the real estate industry can use MMS to send property images, video walkthroughs, and virtual open house invitations. The ability to share images and videos gives potential buyers a more immersive experience and helps them make informed decisions, something that can't be achieved with plain text SMS messages.


Healthcare providers can use MMS to send appointment follow-ups, health tips, and educational content. Sharing multimedia content can help improve patient engagement and adherence to treatment plans. For instance, a video demonstrating a physical therapy exercise can be more effective than a text description.


In the hospitality industry, MMS can be used to send booking confirmations, promotional offers, and virtual facility tours. Using MMS for these types of communications can enhance the guest experience by providing valuable information in a visually appealing format. For example, a video tour of a hotel room or resort facility can give guests a better understanding of what to expect upon arrival.


Financial institutions can use MMS to send detailed personalized financial tips, product promotions, and educational content. These types of messages can help improve customer engagement and trust. For instance, an infographic explaining a complex financial concept can be more effective and engaging than a text explanation.

MMS marketing is a powerful tool that can significantly enhance customer engagement across various industries. Its ability to deliver rich multimedia content directly to customers' mobile devices makes it a unique and effective communication channel, regardless of your use case.

Challenges of MMS marketing and how to overcome them

While MMS marketing offers numerous benefits, it also comes with its own set of challenges. These include:


MMS messages are generally more expensive to send than SMS messages due to the inclusion of multimedia content. However, the higher engagement and conversion rates MMS offers can often justify the additional cost.

Device compatibility

Not all mobile devices can receive MMS messages. But with the increasing prevalence of smartphones, this obstacle is becoming less of a concern.

Data requirements

MMS messages require a data connection to transmit multimedia content. This requirement means customers without a data plan or in areas with poor data coverage may be unable to receive MMS messages.

To overcome these challenges, it's important to clearly understand your target audience and their mobile usage habits. You should also consider partnering with a reliable MMS provider that can offer competitive pricing and broad device compatibility.

Actionable tips to maximize your MMS marketing strategy

MMS marketing is a powerful tool, but you need to approach it strategically to truly harness its potential. Here are some actionable tips to help you maximize your MMS marketing strategy:

Understand your audience

Before sending MMS messages, it's crucial to understand your audience. What kind of content resonates with them? What are their preferences and behavior? By understanding your audience, you can tailor your MMS messages to their needs and interests, making your communication more relevant and effective.

Use high-quality multimedia content

The quality of your multimedia content can significantly impact the effectiveness of your MMS marketing. Ensure your images, videos, and audio files are high-quality and relevant to your message. Remember, your multimedia content should enhance your message, not distract from it.

Keep it short and sweet

While MMS allows for up to 1,600 characters of text, it's best to keep your messages concise. Your customers are more likely to engage with your message if it's short and to the point. Use multimedia content to convey your message effectively without relying too much on text.

Personalize your messages

Personalization can significantly enhance the effectiveness of your MMS marketing. Tailor your messages based on customer preferences, behavior, and demographics. Personalization can make your communication more relevant and increase engagement.

Test and optimize

Finally, always test and optimize your MMS marketing strategy. Monitor your campaign's performance, gather feedback, and make necessary adjustments. Analyzing your findings will help improve your strategy and maximize your return on investment.

By following these tips, you can create an effective MMS marketing strategy that enhances customer engagement, boosts conversion rates, and drives business growth. Remember, the key to successful MMS marketing is to be strategic, creative, and customer-centric.

Partner with the right provider for MMS marketing

Choosing the right provider is crucial to truly optimize your MMS marketing strategies, as it can make the difference between a successful campaign and a missed opportunity.

Telnyx offers a robust MMS API that allows businesses to send multimedia content to their customers quickly and efficiently. Our MMS API supports a wide range of content, including images, videos, and audio files. And our global reach ensures your messages reach your customers no matter where they are.

The Telnyx MMS API is scalable, reliable, and easy to integrate with your existing systems. Whether you're a small business looking to dip your toes into MMS marketing or a large enterprise seeking to optimize existing MMS marketing strategies, Telnyx can provide the solutions you need.

Ready to take your marketing to the next level with MMS? Contact our team of experts to learn more about Telnyx’s MMS solutions and how they can benefit your business.

Looking for more information on MMS? Check out some of these other resources:

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