Sometimes a text needs a picture, a candidate photo that builds recognition, an event graphic, a visual palm card that makes the ask concrete. MMS lets campaigns send images, and used well it lifts engagement and memorability. But images cost more per message and carry their own deliverability considerations, so they're a tool for specific jobs, not every send. Here's how to use them well.
When is an image worth sending?
When the visual does work plain text can't:
- A candidate photo to build name and face recognition, especially for down-ballot races where voters don't know the candidate.
- An event graphic that makes a rally or town hall feel real and shareable.
- A visual palm card summarizing where the candidate stands, the digital version of the literature a canvasser hands over.
- A ballot or voting graphic showing exactly how to mark or return a ballot.
If the message works fine as text, send SMS, it's cheaper and simpler. Reach for MMS when the image genuinely adds meaning.
What does it cost, and what to watch?
MMS costs more per message than SMS, so an image send to a large list is a real budget line, budget it for the moments that justify it rather than dressing up routine texts. Images also add file-size and rendering considerations, and content filters still apply, an image or its accompanying text can trip the same flags as any message. Keep the image clearly campaign-branded and the accompanying text identified and honest, so an MMS reads as a legitimate campaign message, not a suspicious attachment.
How do you make image texts land?
Design for a small screen and a quick glance. The image should communicate at thumbnail size, big, clear, on-brand, since voters see it in a crowded inbox. Pair it with a short, identified caption and a single ask, the image supports the message, it doesn't replace the sender ID and the ask. And where RCS is supported, its richer, verified format can carry images even better than MMS, so as RCS spreads, some of this visual work shifts there.
Frequently asked questions
When should campaigns send images by text?
When the visual does work text can't, a candidate photo for recognition, an event graphic, a visual palm card, or a voting how-to. If the message works as plain text, send cheaper SMS instead.
Does MMS cost more than SMS?
Yes, MMS costs more per message, so an image send to a large list is a real budget line. Reserve it for the moments a visual genuinely adds meaning.
How do you make image texts effective?
Design for a thumbnail glance, big, clear, on-brand, pair it with a short identified caption and one ask, and keep it compliant. Where RCS is supported, it can carry images even better than MMS.
Keep reading: SMS vs MMS vs RCS and RCS for campaigns. For carrier registration, see The Campaign Registry.