sms vs. mms

SMS vs MMS: Which Is The Best Marketing Technique For 2019?

In the world of text message marketing, there is now a growing debate on whether to use SMS vs. MMS for marketing purposes. Although both present unique advantages and can work well together, many still want to know which one is better: SMS or MMS?

Here at Gleantap, we have experience working with both standard short messaging services and multimedia messaging services. What we have discovered is that the question over SMS vs. MMS is irrelevant. Instead, marketers should be using both services to get the most out of their business text messaging campaigns.

In this article, we are going to look at a few different situations that mobile marketers may encounter that require either an SMS message or MMS. We will then walk you through which service you should use for each situation so that you are better prepared to run your next campaign. Without further ado, let’s get into it.


3 Best Situation To Use MMS Over SMS

sms vs. mms

When you have a lot to say

The first scenario that we will look at is when you want to reach your customers with a tailored, branded message quickly, but you have a lot to say. This could be for many different reasons, including explaining a process or giving a run-down of a recent product alteration.

While SMS marketing only allows for 160 characters, MMS can actually go up to 500 including images and videos. Although we recommend keeping text blasts short, sometimes 160 character isn’t enough to say everything you want to.

In this situation, the winner of SMS vs. MMS is MMS marketing.

When you want to grab your audience’s attention

Sometimes marketers are unable to get the attention of their audience in the way that they hope with email marketing or other traditional means. In this case, they often turn to mass text marketing, which boasts a 98% open rate, almost guaranteeing customers will see what they are saying.

In these scenarios we must again measure SMS vs. MMS. Although SMS can get to the point of the message faster than MMS, MMS can grab the attention of the user with either an image or video. This extra bit of flash might be exactly what your customers are looking for.

Read also: 4 secrets to running a successful SMS advertising campaign. 

For this match-up of SMS vs. MMS, both options will work, but MMS marketing is the best for capturing the attention of your audience. MMS also allows you to write a subject line for your message, so make sure that you craft an enticing subject to increase that click-through rate!

When highlighting a product or service

There is another situation that mobile marketers find themselves coming across when running text messaging campaigns is that of trying to highlight a product or service. This can be incredibly effective in getting your audience excited about a recent addition to your offerings or simply letting them know about a service you provide they may not already know about.

This sort of message is all about engaging the customer and really wow-ing them with your product. Although you can go either way here, MMS messages provide the ability to entice your audience visually. Not that you can’t create SMS messages that are visually appealing, but you can take things to the next level by attaching an image or video displaying the product or service.

In this battle between SMS vs. MMS, we recommend MMS marketing for its versatility.

4 Best Situation To Use SMS Over MMS

When you want a customer to take action

Part of the reason why SMS and MMS have become so popular in recent years is the immediacy of the platforms. Since most consumers today keep their phones within an arm’s reach at almost all times, mobile marketing professionals can deliver messages to their audience faster than ever.

Sometimes this immediacy means that you can send a message to customers just before you want them to complete an action. Although a good SMS marketing best practice is to always include a call-to-action, we are specifically talking about a call-to-action with a short time-scale.

Start an SMS campaign today!

In this scenario, the winner of SMS vs. MMS is SMS marketing. Keep your message short, build value, and get to the point. Your customers expect SMS to be efficient, so make sure that it is.  


When you are running support

Another customer retention strategy that we recommend when running an SMS or MMS marketing campaign is to run support through texting. The speed and efficiency of texting for this purpose helps to keep your customers engaged and show that you care about any issues they are facing.

Since the key aspect of running support through text messages is the quickness of response and ability to get to the heart of the issue, SMS marketing is a better choice here. When most support can be done through simple text-only messages, adding images and videos would only aid in distracting the customer, not helping them.


When you are collecting feedback

Along with support, collecting customer feedback is another recent marketing revelation in the world of mass text messaging. Analyzing user engagement metrics has becoming increasingly more valuable for brands, so finding efficient means of collecting data is vital. And yet, the question again rises: do you use SMS or MMS for this task?

While some brands have seen success with using SMS short codes, they don’t work as well for an in-depth feedback survey. On the other hand, sending an MMS with a long survey attached doesn’t fit well with the speed and efficiency of the platform. This can make it difficult to decide between SMS vs. MMS for this situation.

We recommend using SMS marketing for short surveys and MMS for an in-depth follow up should your audience be receptive to the first messages. So, in short, use SMS first and if it works, then move on to MMS.

mms marketing

When you are sending reminders

The final case we will look at when deciding when to use SMS vs. MMS marketing is a common text messaging technique: sending reminders. These automated messages can be life-savers for customers prone to forget their scheduled activities.

Although these are primarily done with SMS, there are times when MMS is applicable. For instance, if you need customers to fill out a form before they show up to their appointment, you could send it to them directly with a reminder. Not only does this cut down on time spent at the time of the meeting, but customers will know what information they need available.

However, as a general rule when sending reminders, SMS marketing is the better choice. It’s short, to the point, and most reminders should not be longer than 160 characters anyway.

Conclusion: SMS vs. MMS

We hope that this exploration of SMS vs. MMS has been insightful for you and that it has better prepared you for your next SMS or MMS campaign. Like any mobile marketing tool, the trick is not only knowing how to use it, but when to do so as well.

mobile marketing

How to Use Mobile Marketing Tools to Gain an Advantage

In 2016, an estimated 62.9 percent of the global population owner a mobile device. As we near the end of 2017, that number has only increased, with some experts claiming that the worldwide global market will reach over 5 billion users. Billion with a ‘B!’ As the world continues to embrace mobile technology, companies are looking for a way to capitalize on this opportunity,

Many have discovered a key to gaining an advantage known as mobile marketing, which is a multi-channel marketing strategy aimed at engaging customers on mobile devices in a series of different ways. For those who are looking to take advantage of this opportunity, we have put together a ‘how-to’ guide for various mobile marketing tools.

By using these tools correctly, you can gain a leg-up on your competition and leave them in the dust. Let’s take a look.

mobile marketing

SMS marketing

The first tool you should be utilizing is SMS marketing, sometimes referred to as mass text marketing or business text messaging. While some view SMS as a part of the mobile marketing past, there has never been a better time to get started with SMS than today. In a time where marketers are struggling to bump their email marketing open rates over 30%, SMS boasts a 95% open rate.

Not only is SMS powerful due to how many customers receive your messages, but also its versatility. You can use SMS to run support for your customers, send out regular branded messages, or even improve ecommerce sales.

See how SMS can help your business today.

For any marketer hoping to retain more customers and gain an advantage in the new year, SMS is the way to go.

MMS marketing

The next mobile marketing tool we are going to look at is SMS’s less famous brother, like Casey to Ben. ‘What is MMS?’ you might be wondering. MMS stands for multimedia messaging service, and it is just like SMS, only you can send multimedia like videos or gifs along with your branded message.

Although many mobile marketing professionals aren’t familiar with MMS, it is just as powerful as SMS marketing and has the potential to be so much more. For instance, while SMS limits you to 160 characters and no subject line, MMS messages can be as much as 500 characters and include a subject line.

Companies can use MMS to share expert tips or how-to videos, keep customers up-to-date on their loyalty program, or simply send a fun holiday greeting. When it comes to mobile user engagement, don’t write off MMS, it may just be the secret weapon you are looking for.

Mobile app

It might sound obvious to state that a mobile app is a good tool for mobile marketing success, but it is true nonetheless. Brands that build and maintain their own apps in the marketplace have a unique channel in which they can engage with their users that others don’t. If you can harness this power properly, you can increase user retention and app engagement with ease.

One example of the mobile marketing capabilities that come with an app can be seen with Starbucks. The Seattle coffee giant has had massive success with their mobile app by playing into their customers wants and needs. For instance, by auto-enrolling their customers in their rewards program, they have seen a much higher engagement than before.

If you have the ability to create your own app, we highly recommend doing so. Having access to a mobile marketing channel that only you control can be invaluable to your business.

See why you should make customer retention a focus in 2018. 

Push notifications

Another tool that goes along with mobile apps is push notifications, which allow the app owners to push their messaging onto each of their user’s phones at the push of a button. Like SMS marketing, push notifications require an opt-in to be received, but this often leads to more engaged and active users.

Although using a push notification service does require a mobile app to connect with, stacking additional marketing channels where you can reach your customers only serves to benefit your efforts. Not only that, but push notifications are familiar to many consumers and are even some’s preferred method of contact.

The long and short of push notifications is that if you have the opportunity to use them, you should. Simple as that.


Although you might be familiar with search engine optimization (SEO) as a way of reaching more customers, you might not realize that it can be a powerful component of your mobile marketing plan as well. Not only are more users on mobile devices now than ever before, but more people are searching on mobile as well.

In order to take advantage of this mobile marketing tool, there are a few mistakes you should avoid and SEO myths you should ignore. Most importantly though, your site should be mobile optimized so that when customers do find you, you aren’t caught unaware.

Make your calls-to-action hard to miss and work with a designer to plan out the flow of your site from the initial click to a conversion to make the most out of your site and SEO.

Social Media

The final tool of mobile marketing that we will examine today is social media. Now, like SEO, social media is a powerful enough tool on its own merits, but when it comes to mobile, social is even more important.

For one, more customers are using social on mobile devices than other means. But, on top of that, social is less planned out on mobile. Meaning that you need to be creating content that catches the eye, tells a powerful story, and is worthy of sharing.

Customers who identify with your headline may share your post without even reading the content, so try to say as much as possible with your header. By crafting your social media with mobile in mind, you can stay ahead of your competitors and secure your advantage.

Mobile marketing tools

Now that you have seen each tool of mobile marketing laid out with their various benefits we hope that you are better prepared to engage with your customers and make a difference in their lives for the better. After all, the world is only going to continue moving forward with mobile.

Don’t get left behind by your competitors or your customers and start your mobile marketing plan today!

importance of customer retention

Top 6 Best Customer Retention Statistics 2018 You Need To Know

One of the most common customer retention statistics that you have likely heard is that it costs 7 times as much money to acquire a new customer as retain an existing one. Although the exact number has been up for the last few years, the basis of the statistic is to show the importance of customer retention.

In this article, we are going to review 6 statistics that you might not be as familiar with. However, these statistics continue to prove the importance of customer retention, especially in 2017. For business owners who have yet to take the plunge with customer retention marketing, we hope that these stats will show exactly why you need to get started right now, today. Let’s get started.

importance of customer retention

Benefits of Customer Retention

#1. 51% of U.S. consumers are loyal to brands that interact with them through their preferred channels of communication

Our first statistic comes from research done by Accenture, which states that 51% of U.S. consumers are loyal to brands that interact with them through their preferred channels. Customer retention is all about engaging your customers in new exciting ways, but also in ways which your audience prefers.

By meeting customers where they are and using different channels to talk with your customers, you can improve customer retention stratergies and reduce churn rate. For instance, more customers than ever before are engaging with businesses through SMS marketing to make a difference.

If you haven’t looked into the benefits of starting your own SMS program, the time to do so is now. Who knows how many customers you could be reaching?

#2. 74% of Millennials will switch to a different retailer if they have poor customer service

Although millennials have been accused of killing industries in recent news, new statistics show that the fault might have been placed on the wrong people. According to Business Wire, 74% of millennials will switch to a different retailer if they have poor customer service. Although this isn’t surprising, the millennial generation is leading a customer service revolution, yet again highlighting the importance of customer retention.

Having good customer service is the foundation of almost every customer retention strategy. For business owners who have not begun to train employees on service and make it a focus, customers are no longer willing to put up with being mistreated. Not only that, but with the world of social media, it might not just be one customer you will be losing. Don’t risk it and make customer service a focus right away.

Read more: Why Customer Retention Should be Your 2018 Focus

customer service

#3. 39% of consumers avoid vendors for over 2 years after having a negative experience.

Again, we cannot stress the importance of customer experience when it comes to retention enough. A statistic from Zendesk claims that 39% of consumers avoid vendors for over 2 years after having a negative experience. Although you might think 39% doesn’t sound like a high number, the likelihood that this number will continue to rise instead of decrease is pretty good.

By starting on customer service and retention now, you can avoid losing those customers for the long hall. Additionally, if you treat customers well and they continue to churn, at least you can run remarketing campaigns with the hope of getting them back. Whereas if a customer leaves due to a bad experience, you may as well kiss that relationship goodbye.

#4. 86% of consumers are willing to pay up to 25% more for a better customer experience.

At this point you may be wondering, “Are any of these statistics good news?” Well, glad you asked. According to a report conducted on customer experience, 86% of consumers are willing to pay up to 25% more for a better customer experience. So not only does focusing on customer service help increase retention, it can boost your bottom line as well.

Hopefully these user engagement metrics are not surprising to you. After all, it’s not exactly rocket science that treating customers well leads to them returning the favor. However, when you can actually see that a better customer experience directly translates to a increase in profits, you can see the importance of customer retention plain and clear.

customer experience

#5. By 2020, customer experience will overtake product and price as the key brand differentiator

Our penultimate statistic is by far the most important when it comes to planning out your marketing plan for the next few years. According to Walker, customer experience will overtake both product and price as the key brand differentiator. Not only will making customer retention techniques part of your plan improve your bottom line, but it can differentiate your brand as well.

One doesn’t have to look too far to understand that this is the case. Amazon has become one of the largest companies in the world by making customer success its champion and Apple has always risen above competitors by committing to UX design. If you want your business to succeed over the next few years, this is the way the market is headed. Are you going to get left behind or join the race?

#6. Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering

This brings us to our final statistic, which if we’re being honest, is actually 4-in-1. According to Experience Matters, loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering. If a stat like this can’t highlight the importance of customer retention, we’re quite sure what will.

It does go to show that customers that are treated well the first time by the companies they interact with are more likely to continue working with that company. Again, this isn’t rocket science, but this hasn’t always been the case. As more businesses began to see these trends for what they are, more money is going to be spent on customer retention programs than ever before.

Each of these statistics points toward a growing trend, one of focusing on customer retention and trying to reduce churn rate. Beyond that, no one can tell, but by the time we will be able to, your business will have been left in the dust. Don’t let this happen and make customer retention, engagement, and service a pillar of your marketing plan today, you won’t regret it.

sms advertising

4 Secrets to Running a Successful SMS Advertising Campaign

In the marketing world, there are now more solutions and channels with which to market yourself than ever before. With so many choices out there, it can be difficult to know where to put your money so that you have the best foot going forward. Some still rely on email as their main source of customer engagement, while others prefer newer trends like social media or SMS advertising.

Each of these channels can be fully optimized by following best practices related to them. Today, we are going to look at 4 secrets to running a successful SMS advertising campaign. With this knowledge in mind, you will be well equipped to be successful in your SMS endeavors. Let’s get started.  

sms advertising

Treat your audience like VIPs

The first thing you need to understand about running an SMS marketing campaign is exactly how powerful mass text messaging can be. Right off the bat, your campaign’s audience is much more selective. In order to even send an SMS to your customers they will need to opt-in to receiving them, meaning that they are serious about their request.

Next, SMS advertising is notorious for its high open rates, over 95%! This means that almost every single person you send an SMS message to will open and read that message. These are just a few of the reasons why you need to treat your audience like VIPs.

Get started with text message marketing!

Not only are they more engaged than any audience you have worked with before, but they have the expectation that you can add value to their customer relationship through this program. Treat them well from the beginning and you will be off on the right foot.

Use all available tools

While SMS advertising is becoming a more popular tool than ever, what many don’t realize about it is the tools that are available to aid your campaign. Part of having a successful plan for your mass text marketing is to use each of these tools when appropriate to get the most out of each message. One such tool is known as MMS.

What is MMS? MMS stands for multimedia marketing service and it can be a very powerful addition to your tool belt. MMS allows for marketers to send images, videos, and other multimedia via SMS to their audience. Not only does this make marketing messages more interesting, but MMS messages have been shown to have even higher open rates than traditional SMS. Using this tool can give your campaign an added boost.

sms marketing campaign

Run customer support through SMS

Another secret to using SMS successfully is to run customer support through your platform. An increasing number of consumers now prefer to communicate with a customer support team by simply sending SMS messages to get the help they need. Not only can this be a quick way to resolve problems, but it keeps customers far more engaged than traditional means.

The important part here is that you need to have someone on top of replying to customer issues. Either that or setting up automations for this process are necessary for not dropping the ball when it comes to customer success and, by extension, customer retention.

Get it right the first time

The final secret to SMS advertising is multi-faceted and ties the rest of these best practices together: get it right the first time. SMS is powerful, yes, but it can also be a double-edged sword. If the first message that customers receive after opting in to your campaign doesn’t blow them away, you might lose your audience before you have a chance to prove your value.

In order to help you make sure you get it right on the first try, along with the secrets we have already covered, here are some additional pointers to keep in mind for your campaign.

Choose one call-to-action to focus on

Don’t overcomplicate your messages. With only 160 characters to work with, you need to get in and get out. One way to avoid unnecessary clutter and increase mobile user engagement is by focusing on just one call-to-action.

By making your intentions clear and concise, users are more likely to see the value you are offering and engage further. Imagine receiving a text yourself and how little time goes into deciding whether it is important enough to take action. You need to capture their attention in that short time, so don’t waste any characters in doing so.

Know your audience

Knowing who your messages are going to is vital to having a successful SMS advertising campaign. First you need to segment your audience so that the right messages get to the right people. Next, you need to understand user engagement metrics from your audience so that you know the best way to approach each segment.

From there it is simply about catering to the audience you are hoping to target. A good rule of thumb here is to use professional language at all times. Even though SMS is seen as a casual platform, you still need to be professional if you want your audience to respond well to your messaging.

mobile advertising

Less is more

A basic component of SMS advertising is the maxim “Less is more.” However, it happens to be absolutely true in this case. SMS is powerful because customers expect texts to be important, but if you fill up their phones with unnecessary messages, that power quickly fades.

For this reason, SMS marketing professionals advise that you limit your messages to at most 8 per month, meaning around 2 per week. By spacing out your SMS messages, customers will know that when one comes through, it means business. This should be your goal.

Make it worth their time

The final thing we will mention about SMS advertising is make it worth their time and provide value with every message. Another good rule of thumb is that unless you have something of value to offer your customers immediately it can either wait or be sent in an email.

SMS advertising is extremely effective and powerful, but only when done correctly. If you are able to use each of the secrets and tips we just went through with your campaign, you should have no problem with customer engagement or retention. It may not be easy, but trust us when we say that it will be worth it.

customer retention

Why Customer Retention Should Be Part of Your 2018 Marketing Strategy

As the holidays approach and businesses start to turn their attention to the future, those who are hoping to get a leg up come 2018 are already planning out their strategies. For many business owners this can be a stressful time as you try to decide on the right approach that fits your goals.

Today we are here to make the case for why customer retention should be at the center of your 2018 marketing strategy. As many businesses can attest, making customer retention marketing a focus can improve both customer engagement and your bottom line. Don’t believe me? Let’s take a look.

customer retention

Customer retention is cost effective

To begin, one of the most sited stats about customer retention is that “it costs five times more to keep an existing customer than acquire a new one.” Now while this may not be 100% accurate (some studies show it is even more!), the basis of this statement is true. Customer retention is a cost effective way to keep your business going.

One thing we will say about customer retention is that even though it is cost effective, it is definitely not an easier solution. Customer retention strategies can be difficult to implement and might take a time to be able to see results. But trust us when we say that it will be worth it.

Loyal customers boost your bottom line

The next reason why you should consider customer retention marketing for your business is the boost to your bottom line. That’s right, not only is customer retention more cost effective than acquisition, it’s also more profitable. In fact, by simply reducing churn rate business owners have been able to increase profits by as much as 95%!

Not only that, but if you are able to keep your customers engaged, engaged customers are known to buy 90% more frequently and spend 60% more per transaction. With statistics like this, it’s a wonder why everyone hasn’t gotten involved with custom retention already.

Good customer retention speaks volumes

Not only will focusing on customer retention in the new year help you with current customers, but it can help attract new ones too. Just think about the brands you interact with on a daily basis and think about why you choose them. After all, there are countless companies out there all vying for your business, what makes your choices different?

According to user engagement metrics it would seem that companies that value their customers are the ones on top. Consider Amazon, the retail king, who made their fortune by simply focusing on customer service. Happy customers are more likely to recommend you to their friends, just another reason why a focus on customer retention can be incredibly beneficial.

Engaged customers tell you what they are thinking

Another cornerstone of customer retention marketing is customer feedback. After all, the best way to know what your customers are thinking is simply by asking them. Additionally, engaged customers are more likely to give you valuable feedback, especially if they see it as a way to help improve service.

In 2017, more customers than ever have started asking brands to conduct feedback surveys via SMS marketing. This makes sense when you think about. Customer surveys on traditional websites can feel clunky and take more time than expect, while SMS gets right to the point and makes it even easier to respond.

Try SMS marketing today!

Consider adding SMS marketing to your retention tool belt to keep your customers engaged and glean valuable insights from their engagement and feedback. Most brands drop the ball here simply because they don’t use the tools they have available, so get ahead of the competition by taking the initiative.

Customers will trust and explore your brand

As you continue to develop a relationship with your customers through different customer retention techniques, the more they will come to trust your brand. Once they trust your brand, they will also start to explore it. This means that they will start to seek out your help with other services and solutions.

This is what will turn a good customer retention marketing plan into a great one: being prepared to meet these customers. When customers begin looking into additional services provided by your company, meet them with offers based on their past work with you. If you are able to tailor their choices to fit their needs, you are that much more likely to continue working with that customer.

Loyal customers are more forgiving

Unlike a business driven by customer acquisition, one that focuses on retention has more wiggle room. By investing in your customers, your customers will feel like they are a part of your business and won’t jump ship at the first bump in the road.

This also means that you can try out new marketing campaigns and tricks with loyal customers to see how they work. Unlike with customer acquisition, marketing this way brings down the risk-factor and can lead you to new insights.

Get more customer insights with analytics.

One word of caution in regards to customers being forgiving: there is only so much wiggle room. While you should always be trying new things, there is only so much that you can throw at a customer before they will leave. Simply don’t take them for granted and you will be fine.

Customers will welcome marketing efforts

The final reason why you should consider customer retention for your 2018 marketing plan is that loyal customers will welcome your marketing efforts. This is the brilliance of customer retention. As you continue to build rapport with your customers, the easier it will be to reach them with marketing messages.

This is why mass text marketing and push notifications have become popular for customer retention purposes. It’s all about letting customers know that you care enough about them to treat them right and provide value wherever you can. Do this and worrying about churn rate will hopefully become something you leave in 2017.

Why wait?

We hope that this article has inspired you to get started with customer retention, but it also begs the question, “why wait?” You have everything you need to get started today, so why not get started asap? The sooner you get started, the sooner you will be able to make a difference for your company and in the lives of your customers.

what is mms

What is MMS? Everything You Must Know About Multimedia Messaging

In today’s messaging market with titans like WhatsApp, Snapchat, and FB Messenger, one can often forget about SMS and MMS. While both of these are older technologies, they are still just as powerful now as they were when they were released. If you aren’t familiar, you might be thinking “What is MMS?” which stands for multimedia messaging service.

In this article, we are going to unpack MMS as a customer retention marketing solution. While it is less known than SMS marketing, stats show that it is no less powerful. Without further ado, let’s get into it.

what is mms

What is MMS?

Multimedia messaging services have been around since 1984 and the service simply allows cellphone and smartphone users to send multi-media messages. The service is based on SMS and is often associate with this similar messaging platform. All you need is a text messaging plan and you are ready to go.

MMS has recently come back into the zeitgeist as user engagement metrics show that it shares SMS marketing’s 98% open rate, with some brands claiming that MMS is even higher.

MMS Marketing

With SMS marketing continuing to grow as a powerful engagement tool, marketers are looking for ways to stand out in a quickly crowding market. MMS marketing offers businesses the opportunity to send multimedia messages that might have a better chance of capturing the customer’s attention than a simple SMS message.

Not only that, but MMS is a two-way street. Brands can send their users pictures, videos, and even gifs to entice them to make a purchase or retain their services. But marketers can also request images and videos from their audience if they are running a contest or fielding customer requests.

Learn more about Text Message Marketing

Like any marketing tool, you will get out of it what you put into it. In order to help you get the most out of an MMS marketing campaign should you run one, let’s take a look at some best practices.

MMS Marketing Best Practices

When running an MMS marketing campaign, there are a few things you will want to avoid and other best practices that will simply help you make the most out of this customer interaction.

(If you haven’t, we have already written an article on best practices for business text messaging. We recommend reading this as well, since all of the same best practices apply here. These best practices are specific to MMS.)

  • MMS images should be vertical or portrait in layout, as most mobile devices today are vertically aligned.
  • Image files should be in .JPG format and that the file size is below 500Kb.
  • MMS image should be 640 pixels wide X 1,138 pixels high, with an aspect ratio of 9:16.
  • While SMS can only be 160 characters, MMS can go up to 500 including images and subject line. You can do more with MMS, but that doesn’t mean you always should.

As long as you can stick to these best practices, your MMS campaign should begin on the right foot.

mms marketingMMS Subject Lines

Another unique feature of MMS compared to SMS is that MMS allows marketers to include a subject line. Much like email marketing, these subject lines should catch the user’s attention and entice them to read further.

However, since MMS is more immediate than email marketing, you shouldn’t beat around the bush with your customers. Get to the point and get to the value with your messages as soon as possible, your customers will appreciate it.

Misconceptions about MMS

Along with these best practices, we also wanted to quickly address some misconceptions that consumers sometimes have about MMS marketing. It is our hope that we will be able to squash these misconceptions and that you will be able to take advantage of this powerful service.

Misconception #1: “MMS is more expensive than SMS and other solutions.”

This misconception comes from the fact that MMS messages used to be more expensive to send on most networks. However, this has not been the case since around 2007, when carriers began simply bundling the two together.

This misconception relates to MMS marketing as well, as companies believe it will cost them more to run a campaign using multimedia messages instead of SMS. This is also untrue. While you may need additional resources to create multimedia for the messages, the act of sending a MMS vs. SMS is the same.

Misconception #2: “Mobile phones don’t support MMS video.”

In 2017, nearly every mobile phone can process every form of MMS messaging, including video. Sending your users videos showing how to use your product or best practices for your service can be very valuable to your customer retention. Don’t let this misconception prevent you from making a difference with MMS marketing.

Misconception #3: “Customers need a smartphone/data plan to receive MMS messages.”

While viewing an MMS message on a smartphone likely makes the multimedia look better, having a smart phone is not a requirement for customers to receive MMS. The same goes for the misconception that you need a data plan or internet access to receive MMS.

mms messaging

Final thought

This is the beauty of MMS marketing, both the reach of SMS with the creative potential of email marketing. We hope that this article will be beneficial for when you plan your next SMS and MMS marketing campaign.

mobile user engagement

7 Ways to Improve Mobile User Engagement and Customer Retention

In today’s market full of chalk apps, mobile business ideas, and new technology being released on a daily basis, it can feel overwhelming. Products that once seemed revolutionary have become commonplace and the stuff of sci-fi has become our reality. With all of this going on, small business owners and app developers can feel lost in the noise.

After all, with so much competition it can seem impossible to break through with your app or project. The bright side is that we are here to help you with exactly that. Mobile user engagement and customer retention marketing have emerged as the keys to business success in this fast-paced world we find ourselves in, it’s time to take advantage of them.

In this article we are going to review 7 ways to improve mobile user engagement and customer retention. It is our hope that these strategies can help you break out of the background and into the spotlight. Let’s take a look.

mobile user engagement

App store optimization

The first step to realizing the full potential of mobile user engagement is through app store optimization. While this isn’t technically part of you app, this is where user first engage with your app, so it is vital to have this part done correctly. Think through your mobile app analytics and try to answer the question “What does my app provide?”

Answering this question is the first step to optimizing your place in the app store. Customers are looking for solutions to their problems and unless you are providing that solution, they are not going to be interested. Highlight the benefits of your app over features and make sure that your app store placement screams “Value add.” 

Educational on-boarding

Once you have invested the customer acquisition cost to secure a new user, the time now comes to introduce them to your platform and company. On-boarding is a make it or break it part of the customer retention process, so making sure that your customers have everything they need for success after this point is vital.

However, often app developers spend far too much time telling users about their app and not actually having them use it. Mobile user engagement is all about having users engage with your app so that they can see the value. Your on-boarding should be educational, yes, but try your best to teach users through doing.

Speed as a priority 

Users abandoning an app early on has become a major concern for many companies in recent years. For one reason or another, if users aren’t impressed with your app they may use it once and then never pick it up again. This is why on-boarding is so important. It’s also why making sure that your app is up to speed is vital to its overall success.

Work with your app development team to secure your app and keep the core functions as efficient as possible. Not only will this reduce churn rate, leading to more conversions, but it will leave your users happy with their experience instead of looking for the next best thing.


Push notifications

Another underutilized customer retention strategy is push notifications. Push allows for users who have downloaded your app to receive messages and updates directly to their phone. This can be incredibly advantageous when it comes to getting users more engaged with your app.

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However, be careful with the frequency and messaging of your push notifications. What can sometimes happen is a push notification can remind users that your app is still installed on their phone, prompting them to delete it. The first part is good, reminding them of your app, but not the second.

This is why the wording of your messages are so important. You might consider working with a push notification service to help you craft your overall strategy and make sure you are avoiding costly mistakes like this.

SMS marketing

SMS marketing is another user engagement tool that you need to make sure you have in your repertoire. In the same way that push notifications gets you directly to the phone of your user, SMS marketing can do so even if they don’t have your app installed. Not only that, but while traditional channels like email boast a 30% open rate, SMS is notorious for its 95% open rate.

Learn more about SMS marketing

Again, this is a tool that should be used with caution, simply due to its potency. Make sure that you are only sending users SMS messages if you have value that you can add right that moment. Otherwise, you might end up scaring off more customers than those you retain. 

Easily reachable

One of the best ways to improve engagement with your users is by making yourself reachable and available. This means that when a user goes on your app or to your site to make a comment or complaint, they don’t have to search very hard. You want to make it clear that customer feedback is important to you, because it actually is.

While user engagement metrics are important for data, actual user stories and experiences are how you can take your app from good to great. Let your customers know that they can reach you with feedback and then, when they do, show them that they are heard.

Another way to make sure they know you are reachable is by making the first contact. User feedback surveys can be sent out through email or SMS and are a great way to make the first move when it comes to establishing a good customer relationship, which ultimately will lead to higher retention.


Up-to-date technology

The final piece of advice when it comes to mobile user engagement is to always be on the lookout for new technology. In today’s world, more and more consumers are aware of trends in tech. This means that they will come to expect a certain level of new technologies in their interactions with companies that are in this space.

We recommend that each time a new technology is put out you review with your team if it would make the user experience better. If it doesn’t, not a problem, there will likely be another new technology out next week. But if it does make their experience better, consider finding a way to incorporate it into your strategy.

This sort of staying on top of things is what separates customer retention techniques that work from those that don’t. As long as you can continue doing this, you should have no problem with mobile user engagement and customer retention for the foreseeable future.

mass text messaging

How Mass Text Messaging Can Benefit Your Organization

We live in a world of distractions, plain and simple. And yet, every year it seems like we find new ways to distract ourselves. Whether it is with our phones, our TVs, or even the people we are around, dedicating time to an activity is just harder than it used to be. This is especially true when the activity is something complex like planning a party or making an informed purchase.

So, what does this have to do with mass text messaging? Well, a few things. First of all, as more people are distracted by their phones, the more they interact with them. This is clear when you look at the success of SMS marketing, where most customers receive and read messages in less than 5 seconds.

The second reason is that consumers are now looking for businesses that can help them manage their distractions, not simply add more. Again, mass text messaging is a perfect fit for this buyer attitude. If you’re still skeptical, that’s understandable.

However, we want to alleviate some of that skepticism. So instead of just taking our word for it, let us show you how mass text messaging can benefit you and your organization.

mass text messaging

Mass text messaging works

When we first try to tell people about the wonders of mass text messaging, they often tell us it sounds too good to be true. To be fair, when you compare the user engagement metrics of SMS vs. email, it can be easy to see why.

While email, once seen as the end-all-be-all of online marketing, only has open rates of 15-25%, mass text messaging boasts open rates of over 95%. To put this in perspective, even if you have a smaller SMS contact list, your customers are 5x more likely to read a text than an email. Now that, is powerful.

SMS is lightning fast

The next part of what sets SMS apart from other marketing channels is its speed. SMS is lightning fast, with most users reading messages in less than 5 seconds. Additionally, while it usually takes the average person 90 minutes to reply to an email, the same person may only take 90 seconds to reply to a text.

If you are mulling this over, you might be wondering why anyone uses anything other than mass text marketing campaigns if they work so efficiently. The flip side of this lightning speed is that not every message is that urgent. Marketers need to be aware of when they are sending messages and what kind of urgency they expect.

This has led to a few best practices when using SMS. First of all, don’t send messages outside of business hours. Unless you are a late-night restaurant, there probably isn’t a good reason for doing this. Secondly, you should only send mass text messages when you can provide immediate value to the customer. Otherwise, despite the lower performance, email or another channel is likely the right choice.

SMS and texting are everywhere

According to Morgan Stanley, 91% of U.S. citizens have their mobile device within arm’s reach 24/7. 91%! Just imagine what you can do if you can reach 91% of your users at any time throughout the day, regardless of internet connection.

That’s right, another benefit of mass text messaging is that it requires no internet connection. Customers can be anywhere and everywhere and still be receiving your messages. Again, this is a double-edged sword and you should be aware of avoiding certain situations. Just because you can reach customers any time and any place doesn’t mean you always should.

Download-free messages

Another concern that is usually associated with mass text marketing is having users download essential items that you are trying to send them. The fortunate part here is that SMS is download-free, meaning that your customers will never have to wait for an image or offer to download before being able to see it.

With SMS, one simply has to include a short code that users can reply to your text with in order to receive additional information. Be it a link, download code, form, etc., SMS makes it easy for your users to get what they need without a hassle. Not only will this cut down on customer churn, but not annoying your customers is a pretty good customer retentions strategy as well.

SMS requires an opt-in

Our final two benefits of using mass text marketing have to do with the audience of your campaign. Although it may not sound like a benefit, the fact that SMS requires an opt-in actually works for you. Since users have agreed to receive your messages, they are likely much more interested in what you have to say.

Why is this important? When it comes to mobile user engagement, having a dedicated audience that wants to receive your messages is not only rare, but incredibly valuable to your overall marketing campaign.

text messaging campaign

Your target audience is a click away

Our final benefit of working with mass text messaging is a culmination of what we have just been over. By cultivating an audience that wants to receive your messages wherever they are, you are able to have your target audience a click away.

Think back to just 15, 20 years ago, when advertising was still mainly done through traditional means. Advertisers and marketers back then could never have imagined being able to get into the hands of their target users with a few presses on a screen. Now, that has become our reality, and yet a good number of professionals are slow to join the movement.

As you consider what we have gone over today, think about the benefits that SMS marketing can bring to your business that simply didn’t exist less than 2 decades ago. Then ask yourself, what I am I waiting for?

Business texting, mass text marketing, and SMS are some of the most powerful tools in your arsenal. They have a real shot at turning your organization into something great, which is why we ask again: what are you waiting for?