Identify RCS use cases within your text messaging strategy

Compare text message protocols

You now have different text message protocols at your disposal: SMS, MMS, Basic RCS, and Single RCS. RCS messages extend the capabilities of traditional SMS and MMS with rich media and interactivity. However, just because you can send rich content, doesn’t mean you should! There are key use cases that lend themselves better to plain text compared to visually rich content, and vice versa.

Before diving into feature specifics, it’s important to understand regional availability for each protocol. We offer RCS in regions where SMS is supported, as SMS serves as a fallback. While SMS is widely available, some of those regions are still rolling out RCS, so availability may vary. Check out the table below to better understand availability for each protocol:

• SMS reach: Region-specific (Learn more about region-specific details).
• MMS reach: Region-specific (Learn more about region-specific details).
• RCS reach: Currently in US, UK, Germany, France, Italy, Spain, Poland, Austria, Norway, Sweden, Denmark.

*While RCS has auto-fallback to SMS/MMS, it’s always best practice to customize these fallbacks so your message is clear and aligned with SMS best practices.

Identify effective RCS use cases

RCS is great for building brand trust, engaging subscribers with rich media, and guiding next steps with interactive buttons and replies. Take a look at a few use cases in the customer journey that are well-suited for an RCS message with rich media (also called Single RCS).

Product launches Checkout abandonment Back in stock Upsell or cross-sell Customer service conversations

Product launches

How do you get people excited about your brand-new product? A high-quality visual that catches the eye immediately.

With RCS’s rich media capabilities, you can add stunning images, videos, or carousels to showcase your product launch.

You can also easily inspire subscribers to take action right away with buttons and quick actions.

Best practices:

• If launching multiple styles or products, use a carousel.
• Include 1-3 call-to-actions.
• Keep call-to-action language clear and concise (e.g. “Shop now”, “Save for later”).

Checkout abandonment

Show your subscribers what they’re missing with a visual reminder of products left behind in their shopping cart.

Include high-resolution images, videos, or GIFs to entice subscribers back.

Use buttons or quick actions to bring them right to their cart to complete their purchase.

Best practices:

• If a subscriber has left 1 item in their cart, include a high-resolution still image or video.
• If a subscriber has left more than 1 item in their cart, use a carousel.
• Offer 2-way support with quick replies to help address blockers to purchase.

Back in stock

When it comes to back in stock flows, you know your recipients are invested in your products; they’ve asked to receive these updates from you.

Lean into that hype with visuals of the product they’ve been missing.

Then, make it easy for them to claim theirs quickly with buttons or quick reply actions.

Best practices:

• Use urgency in your text and call-to-action labels.
• Showcase your image with a single product card.
• Encourage more purchases with a quick action to view similar options.

Upsell or cross-sell

When someone engages onsite or completes a purchase, this is a great moment to encourage further action.

Visuals of recommended items to buy next can spur purchase consideration, and buttons and quick replies make taking action seamless and intuitive.

Best practices:

• Trigger these messages to align with specific past action (e.g., post-purchase or order confirmation).
• Use single cards or carousels to show 1 or multiple recommendations.
• Use personalization in tone and copy.

Customer service conversations

K:Service features, like Customer Agent, make the shopping process easier and more tailored than ever.

Deliver helpful guidance and resolve questions through RCS, which enables you to provide helpful images, intuitive next steps, and easy two-way conversations.

Best practices:

• Optimize your content for Customer Agent. To do so, you should:
  • Use simple and straightforward language and format.
  • Restate the question in your answer for clarity.
  • Keep your responses factual.

As a reminder, while the examples above feature Single RCS with rich media, there are a number of great use cases for sending Basic RCS (plain text) as well. Some messages don’t need media to enforce the message; in fact, if it’s not relevant, it’s just distracting and may turn someone away from engaging. Some use cases that benefit from plain text messages are:

• Time-sensitive updates
• Flash sale reminders
• Order confirmations

Also keep in mind that in the US only, Basic RCS can be sent with buttons that send recipients to URLs.

Best practices for designing rich cards

When adding rich cards to your message, intention is key. The design of your rich cards directly impacts how compelled a subscriber may feel to engage and eventually convert. To ensure you’re creating content that lands, follow below best practices for building effective rich cards.