Text Message marketing doesn’t have to be complicated. In fact, when it comes to SMS vs MMS, simplicity often delivers the best results. After analyzing months of A/B testing data for one of our 8-figure DTC brand partners, the insights couldn’t be clearer: SMS (plain text) consistently outperforms MMS (multimedia) where it matters most.
From higher click rates to better cost efficiency and even improved average order values, the numbers show that keeping it simple can have a big impact. Let’s break it down.
Why SMS Outperforms MMS
Click Rates That Convert
Plain SMS messages feel personal and direct—like a text from a friend. This conversational tone drives higher click rates compared to MMS, which can come across as overly produced or impersonal. When it comes to creating urgency and engagement, simplicity wins.
Cost Savings at Scale
Sending MMS messages costs 30-40% more than SMS. For brands running campaigns at scale, those extra costs add up quickly. Opting for SMS means lower expenses and better ROI—a win-win for any marketer.
Boosted Average Order Values
While MMS adds a visual element, plain SMS often leads to higher average order values. Customers respond better to direct, actionable messages without unnecessary distractions. SMS gets straight to the point, driving more intentional purchases.
The Framework for Winning SMS Campaigns
We’ve refined a framework that’s consistently delivering results for our clients:
Keep It Short Limit your message to 160 characters or less. Engagement drops significantly with longer messages. Clarity and brevity go hand in hand.
Send at the Right Time Timing matters more than message type. Analyze your audience’s behavior to identify the optimal times for sending messages—like lunch breaks or evening hours—to maximize engagement.
Use MMS Intentionally MMS has its place. We recommend a 90/10 split: 90% SMS for core messaging, and 10% MMS for moments that need visuals, like product launches or major announcements.
Focus on the Human Experience The most effective SMS campaigns feel personal. A conversational tone and thoughtful message make subscribers feel valued, not marketed to.
Why Simplicity is the Future of DTC Marketing
This trend toward simplicity isn’t isolated. Across the DTC space, brands that prioritize clear, direct communication are winning. Overproduced, corporate-style messaging is losing ground to messages that feel authentic and human. Customers want real connections, not flashy gimmicks.
Start Testing SMS vs MMS Today
Ready to see the difference for yourself? Convert your next three MMS campaigns to plain SMS and track the results. Look at immediate engagement metrics like clicks and sales, but also evaluate the long-term impact on customer behavior. You might be surprised by how much simplicity can drive results.
Let’s Simplify Your Mobile Marketing Strategy
At Dispatch, we specialize in helping DTC brands turn data-driven insights into real-world results. Whether you’re rethinking your SMS strategy or looking to optimize your retention channels, we’re here to help.
Let’s connect to simplify your campaigns and drive measurable growth. It’s time to make mobile marketing work harder—without overcomplicating it.
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