SMS Term
MMS (Multimedia Messaging Service)
Text messages that include images, GIFs, video, or audio. MMS messages have higher engagement than plain SMS but cost more to send. Great for product photos or event flyers.
Related Terms
Personalization
Using customer data to customize SMS content. Beyond {{firstName}}, includes purchase history, location, preferences, and behavior. Personalized messages see 29% higher response rates.
A2P (Application-to-Person)
Automated text messages sent from a software application to a customer's phone. This includes marketing campaigns, appointment reminders, and transactional alerts. A2P messaging requires carrier registration for compliance.
Click-Through Rate (CTR)
The percentage of SMS recipients who click a link in your message. Calculated as (clicks ÷ delivered messages) × 100. Average SMS CTR is 19-36% depending on industry—far higher than email's 2-3%.