Our best practice is to send all broadcasts with an image to ensure high deliverability. If a broadcast is sent without an image, it may be cheaper upfront, but the ROI will typically be much lower because the text simply isn't reaching as many folks.

One of our brands split their list of 6K into two segments and broadcasted the same message to them; one broadcast was sent with an image, and the other, without. Both broadcasts were sent at the same time.

We found that for this single test, sales were 2.7X higher when they attached an image, and it was clear by the CTR that the broadcast sent with an image had higher deliverability rates and lower opt out rates.

Broadcast Sent Without an Image:

  • Conversion Rate: .59%
  • Click Through Rate: 2.66%
  • Opt out rate: 1.69%

Broadcast Sent With an Image:

  • Conversion Rate: .93%
  • Click Through Rate: 7.03%
  • Opt out rate: .69%

Take-aways:

Including an image will help boost the delivery rate and reduce the chance that the message will get marked as spam and not reach your customers. On top of this, customers are overall more drawn to campaigns that include images (think about Instagram).

The broadcast with an image attached had a 2X higher conversion rate, more than a 2X higher Click Through Rate, and sales were 2.7X higher compared to the broadcast sent without an image. To add onto that, the broadcast without an image had more than 2X the amount of opt outs. Adding in an image allows for better brand recognition which appears less spammy than a stand alone text.

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Images do need to be below 600KB, and you can tap here to see how to resize these: ReSizing Your Image for Broadcasts

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