1. The Contenders: SMS vs. MMS
SMS, or Short Message Service, is the quintessential means of succinct communication. It’s crisp, to-the-point, and is the equivalent of a sniper’s shot in the world of messaging – accurate and efficient. However, on the other side of the ring, we’ve got MMS, or Multimedia Messaging Service. MMS is the flamboyant artist of mobile messaging, offering a canvas for images, videos, and multimedia content. It’s all about creating a visually engaging narrative for the audience.
“SMS and MMS might seem like distant cousins, but they’re more like siblings with unique personalities.”
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2. The Experiment: Setting the Stage for a Case Study
To discern which messaging medium rules supreme in the hearts and screens of our audience, we conducted a comprehensive study that would make even a scientist proud. We meticulously crafted a test matrix that incorporated both SMS and MMS. Ensuring confidentiality was of utmost importance, and our client’s identity was guarded as if it were a state secret.
The messages, carrying identical text content, were dispatched on September 25th, 2023, at precisely 11:01 AM, reflecting our commitment to maintaining the strictest standards of precision and accuracy.
3. The Metrics: CTR and Opt-Out Rates
From a marketing perspective, the parameters we focused on were the Click-Through Rate (CTR) and opt-out rates. CTR acts as our guiding light, helping us assess the effectiveness of our content in capturing our audience’s attention. It essentially indicates how many people engaged with the message compared to the total audience. Opt-out rates, on the other hand, serve as our early warning system. They reveal whether our messaging resonates with our audience or if we’re unintentionally pushing them away.
4. The Outcome: A Revelation
The results of our A/B test were nothing short of enlightening. While specific numbers remain confidential due to client agreement, I can assure you that the insights we gained are a treasure trove for any marketing strategist.
“The results were as unpredictable as a kangaroo’s bounce.”
The MMS results were astounding. We saw a 5x CTR, a 50% decrease in opt-outs, and customers returning to click again up to 8 hours later. It was a simple text v image test. Imagine what we could do for you.