Mastering Multichannel Storytelling: Creative Strategies for MMS, SMS, Push, and Email
Effective multichannel marketing isn’t just strategic—it’s creative. In this article, we’ll explore how thoughtful design and compelling copy across SMS, MMS, push notifications, and email can turn routine messaging into engaging brand experiences that resonate with customers.
How SMS, MMS, Push, and Email Work Together
Customers interact with brands in countless ways on their phones—browsing websites, scrolling social media, and using apps. But when it comes to direct, personal communication, a few channels stand out.
SMS/MMS, push notifications, and email are powerful ways brands can reach customers one-on-one, delivering timely messages straight to their mobile devices. Whether it’s an exclusive offer via SMS, a push notification reminding them of an abandoned cart, or a visually rich email showcasing new arrivals, these channels work together to create a seamless, mobile-first customer experience.
When used strategically, they don’t just grab attention—they build lasting engagement. Though each channel serves a unique role:
- Email offers longer content that acts as the foundation for deep storytelling, visual engagement, and detailed offers.
- MMS & SMS deliver short, direct, immediate messages:
- MMS allows for rich media (images, GIFs, short videos)
- SMS is best for quick, action-driven communication
- Push notifications offer real-time, app-based engagement, serving as micro-narratives in a larger brand experience.
The trick is to use these channels in sync. For example, we helped a major furniture retailer use their SMS Welcome Series to ask new subscribers about their category preferences—whether they’re shopping for sofas, dining sets, or bedroom furniture.
These preferences then fuel a more personalized experience, with emails dynamically adjusting content to highlight relevant products, while MMS messages are only sent for high-impact promotions in the customer’s preferred category (since MMS is a more expensive channel).
And these results aren’t atypical. SMS messages have an open rate of nearly 98%, and the average conversion rate for SMS campaigns is a staggering 45%.
By strategically gathering data and tailoring messages accordingly, brands can create an efficient, customer-first experience that feels personal rather than overwhelming.
Strategic Copywriting for Email and Mobile Channels
In marketing, every word matters. But this is especially true in SMS, MMS, and push notifications, where brevity is key. Here are a few guidelines for each channel:
- SMS: Get straight to the point. Aim for 160 characters or less, with a clear CTA. Example: “Flash sale! 20% off ends tonight. Use code LASTCALL. Shop now: [link]”
- MMS: Use engaging media with a brief caption. Example:
[Image of a new sneaker] “Meet your new favorites. The Air Zoom just dropped—shop now before they sell out! [link]” - Push notifications: Keep it engaging and personal. Example:
“Hey Alex, your cart is waiting! Checkout now before your favorites sell out.” - Email: Leverage subject lines for intrigue, but take your time in the body. Use storytelling, testimonials, or product details to nurture the reader toward action.
Effective Design with a Multichannel Mindset
Design should enhance, not overpower, the messaging across channels:
- SMS: No images in SMS, so make sure your copy is spot on.
- MMS and Push: Use high-impact images, GIFs, or even short-form video to make messages more compelling.
- Email: Visuals play a huge role—high-quality images, GIFs, and even interactive elements can increase engagement. Mobile-first design is a must.
Consistency is key—colors, fonts, and branding should feel connected, even if the layouts differ.
Building Cohesive Customer Journeys
A well-planned sequence ensures that multichannel marketing feels natural rather than intrusive. Instead of bombarding customers with simultaneous messages, brands should create a structured flow that guides them toward conversion.
For example, if a customer abandons their cart, an email can serve as the initial reminder with product details and benefits. If they don’t act, an MMS can follow, showcasing the product visually to reignite interest. If there’s still no response, an SMS can provide an exclusive discount, and finally, a push notification can serve as a last-call reminder.
The timing of these messages also matters. Spacing them strategically—such as an email in the morning, a push notification in the afternoon, and an SMS in the evening—helps maintain engagement without overwhelming the recipient. Personalization plays a crucial role in making these interactions feel relevant rather than generic.
Leveraging customer data, such as browsing history or purchase behavior, allows brands to send messages tailored to individual preferences, increasing the likelihood of conversion.
Bringing It All Together: Crafting Effective Multichannel Storytelling Strategies
Great multichannel marketing isn’t just about sending more messages—it’s about telling a compelling, unified story. When your creative team aligns copy, design, and strategy across MMS, SMS, push, and email, the result is a seamless brand experience that drives real engagement.
Want to see multi-channel storytelling in action? Start small—test one campaign where all four channels work together and refine based on results.
Read next: Unlock the future of your mobile messaging
