In this rapidly evolving world, making your brand trustworthy is difficult. If you have an unknown business, it is really important to reach people across a wide range and to your target demographic.
If you are still sticking to good old-fashioned SMS outreach, your brand is going to fall off the graph.
So, you should switch to the newly emerging RCS Business Messaging.
Let’s have a detailed look at what this outreach method is.
Let’s forget about the whole business messaging part and talk about what RCS is in general.
RCS stands for Rich Communication Services, which is a communication protocol primarily used in mobile phones.
It was developed by GSMA. It is basically an updated version of SMS. The reason is that, unlike SMS, RCS messages are sent using cellular data or Wi-Fi. With RCS, you can send high-quality messages.
Messages using SMS are highly limited; you can only send messages of about 80 characters in Unicode. But with RCS, that limit is no longer an issue.
Also, you can send various types of files, like images, videos, and even PDFs, of sizes up to 100MB. You can also share your location. So, it allows people to chat in high quality without using external apps, directly from their messaging apps.
RCS has been adopted mostly in Android devices, but a few iPhones also support it.
RCS is really just an improvement to the regular texting app in response to the growing use of chat apps and services. Google Messages was the first to offer E2E encryption over RCS.
Just like SMS or email outreach, marketing through RCS is also a thing. And since RCS is a person-to-person messaging protocol, it is made to deliver high-quality messages directly to the inbox of a user’s default messaging app.
You can send thousands of messages to your targeted customers across the board using providers like WABA Connect.
Providers like WABA Connect are branded agents who are verified by carriers. RCS business messaging is one step forward from other outreach strategies, since you can send high-quality messages with rich media (photos, videos, etc) integration, and carousels.
You will also get a verified sender ID if you work with better providers, which means your messages will not get dumped into the spam list automatically.
With RBM (RCS Business Messaging), you get the ability to track the delivery of your messages, analyse the read receipts, and the CTR (Click Through Ratio)
RCS messaging API (Application Programming Interface) is an interface that helps businesses to manage RCS messages through a programmable system. This is where you integrate the chatbots, emphasizing automation, CRM (Customer Relationship Management) Tools, and create interactive messages.
It enables brands to deliver branded, encrypted, and easily scalable business messages. This is also where you can analyze things like delivery of the messages in masses, read receipts, and CTR.
And the agent’s goal is to provide the most seamless interface that could send secure, high-quality marketing messages with less programming on the brand’s side.
The integration of chatbots is to make the campaigns even more interactive, with instant replies to brand-related questions.
“Why use RBM instead of SMS or email for marketing?” you might ask.
Well, it is because the data shows that marketing through RCS just serves the brands better.
The click-through ratio for SMS and email is less than 6%. That for RCS is, on average, 15-30%.
At the very lowest, your brand would have 3 follow-ups for every 20 messages. But in some exceptional cases, the CTR goes up to 51. That means if done correctly, the follow-ups will be 1 for every 2 messages.
So, you should realize that RCS marketing messages won’t get ignored or listed as spam, for that matter.
That is just the best way of marketing and the best ROI (Return on Investment).
And what about those who don’t have RCS and use SMS instead?
Well, most RCS providers have a fallback feature, and what this does is simply convert back to SMS when they do not have RCS enabled or available.
Let’s see how the providers work. These providers are the ones who communicate with the users. The conversation between the providers and users is similar to text messaging, except it is done across a large number of people.
First, the provider initiates the conversation with the users. And the user will respond.
The provider can send messages when it receives a trigger.
Triggers like when the status of a package is changed, or the user reaches out to the customer support, the user wants an OTP to log in, or even specific dates and times.
When the provider receives such triggers that you set up, the RCS Business Messaging API will send a message to the users’ default app.
We’ve covered how RCS works and what its purpose is as a marketing tool. Choosing RCS for marketing over email or SMS is the best move you can make to make your brands, services, and products known and popular amongst people.
You can even send highly targeted and personalized messages with the help of newly emerging Artificial Intelligence by AI Chatbots integrations.
So, get your business a trustworthy RBM agent like WABA Connect and get your marketing campaigns started.
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