Hi there,
A lot of brands think an MMS (an SMS with an image) will outperform a plain text message.
It looks more polished. More professional. More like a real marketing message.
But plain SMS almost always wins.
And it costs significantly less.
How SMS Credits Actually Work:
Most people don't realize how expensive MMS actually is until they break down the credit system.
Here's how it works.
A plain SMS message is 160 characters. That's 1 credit.
Go over 160 characters and it splits into 2 messages. 2 credits.
Send an MMS with an image or GIF and you're looking at roughly 3-5x more credits per message.
So if a plain SMS costs you 1 credit, that same message with an image costs you 3-5 credits.
Same subscriber. Same offer. Same send time.
Just a lot more money.
Loads instantly on every device
Feels personal, not promotional
Cheaper per message means lower cost per conversion
No images getting cut off on older phones
Easier to write and faster to produce
Next Time You Write an SMS:
Keep it plain.
No image. No GIF. Under 160 characters if you can.
Write it like a text from a real person, not a branded ad.
Short. Direct. One clear call to action.
That's it.
If You Want to Test It Yourself:
Here's how to run the split test in Klaviyo.
Go to your next SMS campaign in Klaviyo
Set up an A/B test
Version A: plain SMS, no image, under 160 characters
Version B: MMS with your standard image or GIF
Send to the same segment at the same time
Track revenue per recipient and click rate
Let the data decide.
Hope this helps.
Best,
Luca
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