Tips and Best Practices

To fully leverage the potential of the RCS channel, it’s important to follow a few key principles when planning and executing your campaigns.

These recommendations will help you create engaging and effective interactions with your users.

Define your goals: Before you start, decide what you want to achieve. Are you aiming to increase sales (promotional messages), streamline service (transactional messages), or build engagement (customer support)? A clearly defined goal will help you choose the right formats and features.
Plan the first message: The first interaction is crucial. Determine whether your campaign should be non-conversational (a one-way message, e.g., a promotion with a CTA button) or conversational (an invitation to dialogue, such as asking a question with suggested answers).
Maintain rhythm and consistency: Avoid overwhelming recipients with too much information. Send messages thoughtfully, maintaining a consistent communication rhythm. Clear, concise messages build trust and recognition.
Plan an onboarding phase: RCS is still a relatively new channel, and many recipients are still getting used to it. Consider introducing a short “warm-up” cycle – engagement and user reactions often improve after the first few messages, once they understand this interactive form of communication.

Check RCS availability: Before launching a campaign, segment your database to identify numbers with active RCS service. This gives you greater control over your target audience.
Use Fallback (cascade sending): This advanced feature automatically selects the preferred communication channel (RCS or SMS) for each recipient. It allows you to reach your entire database – delivering rich media where possible and simple text where necessary.
Target active users: RCS is not a reactivation tool for dormant customers. The best results come from engaging users who already interact with your brand through other channels.
Focus on personalization, not mass sending: The true power of RCS lies in personalized communication. Instead of sending generic, one-size-fits-all messages, create content tailored to specific recipient segments – for example, based on purchase history or behavioral data.
Use suggestion buttons: Suggested replies and actions effectively guide the conversation along a desired path. They make user interactions easier and help recipients quickly achieve their goals – for instance, redirecting to an online store or showing a map location.

Leverage CRM data for personalization: To fully utilize RCS capabilities, share relevant data from your CRM or marketing automation tools with our Support Team. This enables us to create deeply personalized and effective campaigns tailored to your audience.
Plan cross-channel communication: Incorporate RCS into your broader communication strategy, ensuring it complements other channels such as email or mobile push notifications. This creates a consistent and cohesive customer experience.
Ensure compliance with data protection and privacy regulations: Always comply with applicable regulations (e.g., GDPR) and ensure that proper communication consents are collected. Implement secure and simple opt-in and opt-out mechanisms to respect customer preferences.

Monitor campaign performance: After launching a campaign, regularly analyze the results using available analytics. Track delivery rates, reads, clicks, and conversions.
Optimize based on insights: RCS provides enhanced interaction data – including taps, selections, and engagement with rich cards. Continuously refine your campaigns based on these insights, user feedback, and changing customer behavior, especially during peak periods like Black Friday or holiday seasons.

Treat RCS as the first point of contact for routine inquiries. Using suggested replies and buttons, you can guide users through sequences of questions (e.g., order status, FAQs) and seamlessly escalate conversations to a live agent when needed. This reduces cost per ticket, shortens resolution times, and maintains high customer satisfaction.

RCS operates as your own first-party channel, directly within the customer’s default messaging app.
Unlike social media platforms, you maintain full control over data and audience access – without depending on third-party algorithms. This makes your communication strategy more resilient to external market and technology changes.

Last updated 1 hour ago