In 2024, retail marketers are navigating an ever-evolving landscape where digital engagement is paramount. As we move forward, one tool is becoming increasingly vital: Multimedia Messaging Service (MMS). The resurgence of MMS, driven by reduced costs and improved capabilities, offers Australian retailers a new way to connect with customers and drive sales.
Why MMS is the New Secret Weapon?
MMS isn't new, but it's been given a fresh lease on life. Recent changes by Australian telcos have significantly lowered the costs of sending MMS, making it an affordable and effective marketing channel. This shift has unlocked MMS's powerful potential, transforming it into a high-return investment for retailers.
Unlike traditional SMS, which is limited to text, MMS allows retailers to send messages that include images, videos, and audio. This makes communications more engaging and visually appealing, capturing customer attention in a way that plain text cannot. With these richer multimedia capabilities, MMS is becoming a key tool in the digital marketing arsenal.
The Impact of MMS on Retail Marketing
Retailers using MMS have reported impressive results. MMS messages boast higher open and conversion rates compared to traditional SMS. In 2023, businesses leveraging MMS marketing saw response rates between 10% and 45%, showcasing its effectiveness in engaging customers and driving sales. By including rich media content, retailers can create more memorable and impactful customer interactions, strengthening brand loyalty and enhancing the shopping experience.
Getting Started with MMS Marketing
To make the most of MMS marketing, you’ll need an accurate list of customer mobile numbers. This is an easy step if SMS marketing is already part of your strategy. However, many Australian businesses haven't formally collected mobile numbers for marketing purposes, relying instead on numbers gathered for delivery notifications. While this is currently legal, stricter regulations could come into play, making it essential to secure explicit consent from your customers.
Use QR codes and keywords in-store, on your website, and on printed materials to encourage customers to opt-in for updates via MMS and/or SMS. Once you have a robust mobile list, ensure it remains compliant with privacy laws. A well-maintained, opted-in mobile list is a valuable asset, as most people tend to keep their mobile numbers for an average of 18 years.
Optimising Your MMS Marketing Strategy
Here are five tips to make the most of MMS marketing:
Embracing Mobile's Native Features
While having a dedicated app can be beneficial, it's not always necessary. MMS leverages native mobile features to enhance customer engagement. Use the native messages app for direct communication, and deliver store loyalty cards, coupons, and gift cards via MMS for customers to store in their mobile wallets. This ensures your brand stays top-of-mind and easily accessible.
Stay ahead of the curve
The shift towards mobile-first interactions is undeniable, and MMS is a powerful tool to enhance your mobile marketing strategy. By staying ahead with innovative and personalised MMS marketing, Australian retailers can remain competitive and successful in 2024. Embrace the resurgence of MMS and unlock its potential to connect with your customers in more engaging and effective ways.
Need some ideas to get started? Check out our MMS use case guide to get the creative juices flowing.
