IB How Businesses Can Use MMS
IB How Businesses Can Use MMS
Not so in the US. Using MMS to send messages with pictures has exploded in recent years. We’ve seen
traffic volumes passing through our network increase by more than 700% in the past two years.
The 700% figure takes in the MMS traffic we’ve handled at Infobip – not the full market picture, but
a significant chunk. Seven of the world’s 10 biggest brands and many of the other top messaging
solutions providers send their messages through our network. So our numbers are a good
representation of the bigger picture.
A client of ours in the fashion industry enjoys MMS click-through rates of 30% or more and over 20x
return on investment. And our messaging partners report that MMS delivers 300% more engagement
than SMS-only campaigns.
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Welcome new users! Long codes
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Short codes
Text enabled
toll-free numbers
To find out more about which numbers you should use to send and receive MMS and SMS messages,
check out the Complete guide to short codes and 10DLC.
More than just pictures
Picture messages are what usually come to mind when anyone mentions MMS. In fact, there are several
other features that make MMS a powerful messaging format, but all too often brands fail to take full
advantage of them. So here’s a quick recap of the extra messaging features MMS unlocks:
• Images
• Videos
• GIFs
• Audio clips
• Contact cards
• Subject lines
• Bigger character counts
• Web links and previews
• Expiry dates for time-sensitive messages
You can use MMS to deliver multimedia messages to business landlines and toll-free numbers. It works
both ways too: your customers can send MMS messages back. In Section three of this guide, we’ll look
at some of our favorite MMS use cases.
MMS in action
We’ve spoken about how MMS can help brands enhance customer experience, now it’s time for
specifics. At Infobip, we break down customer experience into several critical points in the customer
journey when you can interact with individuals in timely, useful, engaging ways. Those five
categories are:
Up next, we’ll take you through 10 use cases that show how you can make the most of MMS.
10 MMS use cases
1. Coupons and promotions
The classic MMS use case is the coupon, but with a few modern twists. Mobile messaging opens up new
opportunities for personalization, so you can segment your audience (based on their past purchases or
behavior) and send relevant, tailored offers with engaging images, GIFs, or short video clips.
2. Audience engagement
TV shows have used MMS to get fans engaged with sneak previews and exclusive multimedia content
from the leading characters. Results include a 20% boost in engagement and a list of 100,000 phone
numbers captured in the process.
3. Personalized content
By incorporating a recipient’s name or even their picture into an MMS, you can send them a feel-good
birthday message or a personal shout-out from a brand or character they love.
4. Proof of delivery
Retail brands are working to make every detail of the customer experience perfect, right down to the
moment a customer’s delivery is in their hands. MMS enables them to send picture messages showing a
package delivered safely, so the customer knows exactly where to find their order.
5. Subscription sign-up
Subscription models are big business these days, and plenty of retailers are getting in on the action
by making the sign-up process point-and-snap easy. For example, contact lens users can simply text a
picture of their prescription to activate a subscription for monthly lens deliveries.
6. Insurance claims
MMS has entered the insurance world in a big way. Many insurers speed up the claims process by letting
customers send picture messages of damages after incidents like a car crash or a burst pipe.
7. Personal shopping
VIP shopping experiences are another growth area for MMS. Say you’ve got a loyal customer who can’t
make it into the store. MMS makes it easy for the customer and their personal shopping assistant to
exchange text and picture messages to find that perfect outfit in no time.
02/21
9. Product registration
Thanks, Mia! This QR code will act
as your temporary card for the next
Customers can be hard to engage after a
24 hours. Scan this during checkout. purchase, with many failing to register their
product online or over the phone. MMS takes
the friction out of the process, allowing your
customers to register a product by sending you a
picture of the bar code.
If your travel insurance customer is stranded abroad, they need to be able to interact with you easily.
If you’re marketing to global audiences, you have to be confident you can reach them on their terms.
Relationships and direct connections with mobile operators (the gatekeepers of the messaging
ecosystem) are critical too.
Only three or four mobile messaging providers in the world can claim the above.
Whether you want to access mobile messaging through an API, or use a messaging platform,
connecting with your customers through mobile messaging should be easy. Reporting should be made
easy too, with intuitive dashboards and visualizations.
Service
Without the right partner, mobile messaging can be complex. With the right partner, it shouldn’t be.
For example, you might need help with:
• PSD2, FINRA
If you want to learn more, start with The Complete Guide to Secure Mobile Messaging
4 Suggested replies
Suggested actions 3 to help move the user
like initiating call, open through the interaction
browser/ map or adding
calendar entry
Engagement data 5
such as delivery /
read receipt and
engagement tracking
MMS vs rich messaging
MMS offers some of the features of rich messaging, but not the full app-like experience. Here are some
of the key differences to bear in mind:
MMS offers multimedia messaging, but rich messaging gives you more
app-like features, like buttons and prompts
MMS gives you delivery receipts, but rich messaging goes further
and gives you more enhanced interaction data
MMS is more widespread in the US, although we expect RCS to keep growing,
along with Apple Messages for Business when it goes mainstream
So look for a provider that makes it easy for you to send any kind of message depending on what format
our customer’s phone accepts.
Get in touch
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