Create a Single RCS campaign in Klaviyo
In the video below, you’ll learn how to build a Single RCS (Rich card) campaign in Klaviyo. You’ll also explore how to customize your SMS or MMS fallback, preview your message, review your billing forecast, and send your campaign.
Craft an effective SMS or MMS fallback
It’s always best practice to customize your SMS and MMS fallback for recipients who cannot receive RCS messages.
Your SMS or MMS fallback is the message version sent to recipients who do not have an RCS-capable device. It will be automatically sent to applicable profiles every time you send an RCS. Learn more about SMS and MMS fallbacks.
While Klaviyo automatically matically generates a basic SMS or MMS fallback for you, it’s best practice to always customize these messages. Here are some tips for customizing your SMS or MMS fallback:
Adjust formatting
RCS messages have a larger character count than SMS, which unedited could cause your message to split into multiple texts when sent as an SMS. Rich media does not translate in SMS either, meaning that certain images, videos, carousels, and buttons may not render fully or appear broken.
Refine copy and tone
Your RCS copy was likely crafted with supplemental rich media in mind; without it, your message might be confusing or appear to be missing context. Your SMS should be clear, concise, and complete. Add in any context that is lacking and ensure the tone of your message mimics what you typically send from your brand.
Update your CTA design
Buttons and quick replies aren’t supported on SMS, so these will automatically be removed in fallback. As a result, you should ensure that your CTA (both the copy, such as “Shop now,” and designated link) is straightforward.
Explore RCS campaign examples
As mentioned earlier in this course, RCS is a fantastic format for a number of different campaign goals, such as product launches, holiday sales, early access alerts, and cross-sell messages. Let’s take a look at real examples from Kulani Kinis and Happy Wax to get you inspired.
Example #1Kulani Kinis Wild Honey Campaign
Campaign type
Kulani Kinis used RCS to promote their new collection, “Wild Honey.” This campaign used a rich card to showcase launch imagery, provide a clear description, and encourage recipients to shop with an easy CTA button.
Campaign results
This campaign resulted in tremendous success for the Kulani Kinis team. It had an open rate of 8.96%, a click rate of 5.6%, and a total revenue of $9134.80, which equates to a revenue per recipient of $198.58.
General RCS findings
To date, Kulani Kinis has found that RCS campaigns outperform SMS campaigns when it comes to click rate and average order value. So far, they’ve generated over $23,000 USD from RCS campaigns.
Happy Wax Self-Segmenting Poll
Campaign type
Happy Wax used RCS to ask subscribers a simple question: “What do you want to hear from us?” They added 3 suggested replies so recipients could respond with ease: “All the things”, “Just the big stuff”, or “Sales only.” Gathering this information helped Happy Wax proactively identify the type and frequency of content each subscriber prefers, which they can use to power segments.
Campaign results
Since launching, Happy Wax has seen all RCS campaigns consistently convert at a higher rate than SMS, with roughly a 2.5x improvement.
General RCS findings
RCS enables Happy Wax to create more relevant, tailored experiences that feel like a conversation rather than a broadcast. For a brand built on community, that level of real time, two-way interaction is something they haven’t been able to accomplish through any other channel.