Jan 5, 2025
SMS vs MMS: Choosing the Right Format for Voter Outreach
Explore the differences between SMS and MMS for voter outreach, and learn how to choose the best format for your campaign goals.

Want to engage voters effectively? Here’s the key: Use SMS for quick, text-only updates and MMS for multimedia-rich messages. Both have their strengths, and choosing the right one depends on your campaign's goals, budget, and audience needs.
SMS: Short, affordable, text-only messages (160 characters). Best for urgent updates like polling reminders or GOTV efforts.
MMS: Multimedia messages with images, videos, and longer text (up to 1,600 characters). Ideal for sharing campaign visuals, event invites, or policy explanations.
Quick Comparison
Tip: Use SMS for speed and wide reach. Choose MMS for impactful, engaging visuals. Combine both to maximize voter outreach results.
Basics of SMS and MMS
SMS Explained
SMS (Short Message Service) is perfect for short, text-only messages, capped at 160 characters. With impressive open and response rates, SMS is a dependable option for reaching voters quickly and effectively.
Common uses for SMS include:
Voter registration reminders
Updates on polling locations
Get Out the Vote (GOTV) messages
MMS Explained
MMS (Multimedia Messaging Service) goes beyond text by allowing images, videos, and audio, along with a larger character limit of up to 1,600. This makes MMS a great choice for sending visually engaging and detailed messages.
Examples of MMS uses include:
Video messages
Campaign infographics
Event photos
Visual explanations of policies
Here’s a quick comparison of SMS and MMS features:
These differences are key when deciding which format fits a campaign’s needs. For example, SMS is ideal for urgent updates, like notifying voters about a last-minute rally location change. On the other hand, MMS shines when campaigns need to share visual content, such as policy breakdowns or event highlights [1][4].
Knowing these distinctions helps campaigns choose the right tool for the job, a topic we’ll dive into further in the next section.
Pros and Cons of SMS and MMS
SMS: Pros and Cons
SMS messaging offers excellent visibility and accessibility for voter outreach campaigns. It's affordable and works across nearly all devices, making it a practical option for connecting with diverse voter groups.
Its straightforward nature allows campaigns to quickly send updates like polling location reminders or event invites without technical hassle [3]. This makes SMS a go-to for campaigns focused on cost-effective and fast communication.
But SMS has its drawbacks. The 160-character limit can make it tough to share detailed information or explain complex policies. Plus, the text-only format means you can’t include visuals that might simplify issues or create a stronger emotional appeal [1][4].
MMS: Pros and Cons
MMS messages, on the other hand, are more engaging. They generate 15% more clicks and are eight times more shareable than SMS, making them a great tool for campaigns that rely on visuals to connect with voters [1][4]. With MMS, you can include images, videos, and longer messages, allowing for more detailed communication.
However, MMS comes with higher costs per message. Some voters might also face challenges accessing multimedia content due to smartphone or data limitations [2][4]. This makes MMS a better fit for campaigns aiming to leave a lasting impression with visually rich content.
SMS vs MMS Comparison Table
Choosing between SMS and MMS depends on your campaign’s goals, budget, and audience. SMS is perfect for urgent, straightforward messages, while MMS works better for sharing detailed or visually engaging content.
Next, we'll dive into the importance of staying compliant with messaging regulations.
A2P vs. P2P Political Messaging - An SMS Software Comparison
Compliance Rules for SMS and MMS Campaigns
Following compliance regulations is a must for political campaigns using SMS or MMS messaging. The Telephone Consumer Protection Act (TCPA) outlines strict rules that campaigns need to follow to avoid hefty fines.
TCPA Rules
The TCPA lays out three key requirements for political messaging campaigns:
Explicit Written Consent: Campaigns must get clear, written permission from voters before sending automated messages. This can be collected through digital forms or SMS opt-ins and must be securely stored.
Sender Identification: Every message must clearly identify who it's from. For example: "From: [Campaign Name] - Text STOP to opt-out."
Opt-Out Compliance: Opt-out requests must be processed within 24 hours, and accurate records of these requests should be maintained.
Political Campaign Exemptions
Political campaigns are allowed to contact registered voters even if they’re on the Do Not Call Registry [5]. However, this exemption doesn’t mean campaigns can ignore the TCPA rules. They still need to:
Keep accurate records of voter consent
Process opt-out requests promptly
Clearly identify the campaign in all messages
Stick to approved messaging hours
Failing to comply can result in FCC fines of $1,500 per violation, which can add up quickly for large campaigns. Using dedicated messaging tools helps automate compliance and minimizes risks.
Choosing a messaging platform that ensures compliance also helps determine whether SMS or MMS is better suited for your campaign. Once compliance is covered, campaigns can focus on crafting messages that engage voters effectively.
Choosing Between SMS and MMS
MMS campaigns tend to perform better, showing 15% higher click-through rates and 20% fewer unsubscribes compared to SMS [1][4].
When to Choose SMS
SMS works best for urgent messages that require immediate attention. Here are some examples:
When to Choose MMS
MMS is ideal for situations where visuals or detailed information make a difference:
Visual Appeal: Share photos or videos from campaign events, candidate appearances, or policy highlights to capture voter interest.
Detailed Communication: Use multimedia to explain policies or event details in an engaging and clear way.
Choosing the right messaging format can significantly enhance how your campaign connects with voters.
Using BallotBrain for Messaging

BallotBrain provides flexible pricing, starting at $0.04 for SMS and $0.07 for MMS, with discounts for bulk messaging. It ensures compliance with TCPA regulations while improving your campaign's messaging efforts.
Key features of BallotBrain include:
Real-time analytics: Monitor delivery rates, engagement, and responses to fine-tune your outreach.
AI-powered tools: Customize messages for specific voter groups while staying compliant.
HD Media Support: Share high-quality images and videos seamlessly across devices.
The platform also manages your contact lists efficiently, reducing messaging fatigue and keeping your strategy effective.
Conclusion: Choosing Wisely for Voter Outreach
When deciding between SMS and MMS for your campaign, it’s all about aligning with your specific goals. SMS is perfect for quick updates and reaching a large audience, while MMS adds a layer of engagement with multimedia elements like images or videos. Both formats play an important role in voter outreach - SMS grabs attention with high open rates, and MMS helps deliver more engaging, visually rich messages.
The key to effective outreach lies in matching the message to the medium. Use SMS for urgent announcements or broad distribution, and save MMS for messages that need a visual impact or more detail. Many successful campaigns combine the strengths of both, using SMS for its wide reach and immediacy, and MMS for moments that demand a more engaging approach.
Platforms like BallotBrain make this process easier by offering tools like real-time analytics and AI-based strategy optimization. These features help campaigns fine-tune their messaging based on live voter data and engagement trends.
The bottom line? Reaching voters effectively means sending the right message, in the right format, at the right time. By understanding voter preferences and using data-driven insights, campaigns can create outreach efforts that truly connect and inspire action.