Skip to main content
    For the best learning experience, please log in

    Grow your mobile messaging strategy

    Course overview

    Lessons

    Next steps
    Lesson
    4 min read

    Enhance your RCS cadence

    Move beyond basic messages with advanced RCS experiences. This lesson will cover best practices for integrating RCS into your overall messaging strategy and leveraging its rich features to drive engagement.

    Build advanced RCS messages

    RCS is a game-changer for any omnichannel strategy. It enables deeper interactivity compared to SMS and MMS, and does not require an app download in order to be used, as is the case for WhatsApp (a Meta-owned app) or mobile push (your brand’s app).

    When targeting text messaging subscribers, you’ll unlock all of the following opportunities with RCS:

    • Rich media: High-resolution images, videos, GIFs, etc.
    • Interactive components: CTA buttons, quick replies, and carousels.
    • Business verification: Verified badge, a brand logo, and business information.
    • Enhanced real-time insights: Read receipts, click receipts, and typing indicators that you can use to further segment engaged audiences.

    That said, a great RCS requires a clear understanding of what consumers want from this channel. Watch the video below for guidance on implementing core RCS best practices.

    Follow additional RCS design tips

    Beyond what was mentioned in the video above, you should also make sure you are choosing the right time and reason for using RCS.

    For instance, you should use RCS to include high quality media. Meanwhile you should not use RCS in situations where the message does not necessitate interactivity or the content functions better with a different mobile option. Let’s discuss both of these do’s and don’ts below. But, what do we mean by that? We’ll discuss each below.

    DO: Send high-quality media via RCS.

    • All media should be:
      1. Optimized for mobile (e.g., fits and loads on a smaller screen).
      2. Tested across devices for proper loading and display.
      3. Adhere to your brand's style (e.g., colors, logos, etc.).
      4. Max file size of 100 MB.
    • Images and GIFs should:
      1. Be high resolution and not pixelated.
      2. Legible in both light and dark mode.
      3. Have less copy surrounding them.
    • Videos should be short, direct, and use text overlays to convey the message even if the sound is off.
    • Rich cards should:
      1. Have 1 single CTA.
      2. Sized at either 3:2 media with min. 5% safe zone (Horizontal) or 9:16 media with min. 5% safe zone (Vertical).
      3. Max. of 3 lines of title & description text, and up to 3 suggested replies.
    • Carousels should:
      1. Display multiple products, different angles of a single product, or process steps.
      2. Add 1 CTA button to each individual card.
      3. Sized at 16:9 media with min. 5% safe zone.
      4. Max. of 3 lines of title & description text, and up to 3 suggested replies.
    • Ensure accessibility across media:
      1. All information can be understood by users who may have images disabled or are using screen readers.
      2. Use descriptive filenames and concise alt-text.

    Bonus tip: While rich cards may boost clicks, they don’t always increase conversions. That said, even curiosity clicks drive brand recall and product exposure. Conversion is the priority metric, but additional traffic can strengthen long-term brand impact.

    Plain text RCS with 3 suggested replies.

    DON’T: Send rich media when not necessary.

    This best practice is two-fold:

    1. Does the content require interactivity or rich media?

    If yes: use rich media via RCS! If not, consider whether a quicker alert, such as a push notification or a standard text-only RCS message, is best.

    Rich media shouldn't just be decoration. It should visually reinforce the call to action. Sometimes, less is more; as is the case for quick reminders, in-app related alerts (e.g., updating a profile or reviewing a notification), final calls for a sale or offer, etc.

    Conduct experiments (which we’ll cover later in this course!) to determine the best message for various campaign and flow use cases, as well as what forms of rich media actually spur more purchases. Then, layer in interactive or more robust RCS where and when it makes sense.

    2. Does the customer want RCS?

    In some cases, you’ll find that RCS is not the preferred channel in the region you are sending, or that a high number of your customers are not receiving the content. Use segmentation to pinpoint the best channel for your core audience groupings, and send via the channel they are most likely to engage with.
    Enhance your RCS cadence