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Using RCS, the new messaging standard

25 March 2021
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You’ve made it to part three of our RCS series! This article explores how RCS works and how you can create successful RCS campaigns in four simple steps.

You may be familiar with the ins-and-outs of other messaging apps, like WhatsApp and Viber, but RCS works a bit differently. Learn more below about the specifics of this channel and building RCS campaigns – we assure you, it’s not hard!

How it works

Since RCS will be the successor of SMS and not a new channel in itself, one of the clear benefits of RCS is that no downloads are necessary. Messages arrive in the native messaging app already on the phone. Once end users have opted-in to messages, they don’t need to opt-in for each chat. And once you register, you become a verified sender and can send RCS campaigns.

The rich content is interactive – you can zoom in and out of photos, click on quick replies, or scroll through a carousel. In addition, there aren’t regulations on the content you send, including offers and marketing messages. For example, a conversation might look like the following:

RCS

Pricing varies based on operator, but often the company or brand pays for each event, or message, that is sent to users. If the customer doesn’t interact with the event, then you only pay for that one event.

If the user replies or clicks on a predefined answer, then a session opens up. This session is open for a predetermined amount of time. For instance, Telefonica in Germany allows for a 24-hour time slot. Within this timeframe, the company can send messages for free. Messages sent after the timeslot are considered a new event or the start of a new session depending on user reaction and will be charged accordingly. Again, this can vary from operator to operator so it’s difficult to determine exact pricing.

 

Successful RCS campaigns

 

1. Choose an RCS partner

At LINK Mobility, we offer a one-stop-shop with everything you need: the expertise to start a campaign, the platforms to build flows, and the tools to analyze results. Customize the products and channels you want to use in addition to RCS based on your needs.

2. Select your audience

Since RCS campaigns require the end user to opt-in (either directly with the brand or via their mobile network) and operators to enable RCS in different markets, you and your RCS partner will need to assess which customers you can reach.

3. Create your content

Use LINK Flow Builder to create conversations and flows for your RCS campaigns. Make sure to take advantage of the rich media you can add to create a better experience. Drive engagement with content like interactive carousels, videos, suggested reply buttons, maps, and payment options.

4. Celebrate your success

RCS campaigns are sure to give you higher engagement, increased loyalty, more purchases, and better ROI. Our LINK Insight Dashboard allows you to review data and analyze results. You can then use these metrics to refine future campaigns and improve outcomes.

LINK Insight Dashboard

After our previous articles on the history and market outlook and benefits and challenges, you’re surely an expert on all things RCS now. We can help you set up the perfect campaign to ensure you get the most out of RCS. Get in touch!


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