With MMS Messaging, a Picture is Worth 300% More Engagement

People think visually, and while words can trigger mental images, pictures can trigger deeper thinking, awareness, and action. The human brain processes visuals 60,000x faster than written language, and 93% of consumers consider visual imagery to be the key deciding factor in a purchasing decision. That’s why MMS, or Multimedia Messaging Service, is such an important tactic for marketing outreach.

Using the same technology as SMS, MMS lets you send pictures, videos, and engaging audio bites to a mobile device’s native messaging app. MMS standards expand the basic SMS capability; with MMS, text messages can be greater than the baseline 160 characters in length. The result? MMS campaigns get 20% more opt-ins, and customer engagement is 300% more effective.

Even something as simple as a coupon offer sent via text can be dramatically more effective if that message includes imagery, rather than just words. 50% of customers say they’re more likely to visit a store if they’ve received a promo code or a digital coupon that includes some type of visual component. MMS-empowered coupons have a redemption rate up to 8x higher than coupons attached to emails.

Here are just a few statistics about how MMS drives consumer engagement and action:

• 95% of MMS messages are opened within the first three minutes from when they ping a recipient’s mobile device
• 85% of people are more likely to buy a product when it is promoted via text using a video. Videos increase brand recall by 33% and message recall by 45%.
• MMS outreach is 8X more likely to be shared on social media

With 98% of consumers holding a mobile device that can receive MMS messages, it’s no wonder that including images and videos in your text marketing strategy will give you better results. Long story short, if you’re not using MMS to empower your mobile marketing with images and video, you’re missing the big picture. Contact us to learn more about ways you can incorporate MMS messaging into your mobile marketing strategy.

Sources:

• justuno
• Eztexting
• SMSGlobal
• Mmw3degrees
• Techinasia
• AC Nielsen
• International Advertising Bureau (IAB)