Laura is the Senior Content Marketing Manager at Postscript. She has spent the past decade working in ecommerce. When she isn't writing about her favorite topic (marketing) or listening to podcasts about her other favorite topic (ecommerce), she's hanging out with her two sons on an island off the coast of Maine.
7 RCS Strategies to Try in SMS Marketing Right Now
Let’s be honest: SMS used to be simple. Short codes. One-line promos. Set it and forget it.
But so much has changed, and with the era of RCS on the minds of many ecom marketers, the ability to level up your SMS marketing is here.
RCS (Rich Communication Services) is an opportunity to bring even more enhanced media to the SMS experience, but you’ll want to make sure that you are chasing the right rich features that will actually convert.
We’ve distilled 7 real strategies for using RCS to drive revenue, deepen engagement, and turn transactional messages into mini storefronts.
1. Lead With Trust: Use Verified Brand Profiles
That blue checkmark on Instagram? RCS does it one better by ensuring every brand has its own verified profile. Verified profiles mean your brand name, logo, and a carrier-backed trust signal show up right in the inbox. It’s the difference between “just another promo” and “this brand gets it.”
Consumers trust visual cues—and trust drives conversion. Don’t skip the setup. Optimize your logo for light/dark mode, and treat that first message like a welcome mat.
2. Design Conversations, Not Campaigns
RCS isn’t a megaphone—it’s a mic. You’re not blasting out texts; you’re starting conversations. That means ditching the monologue tone and getting personal.
Use casual language (“you” > “customers”), offer suggested replies, and let people feel like they’re texting with a smart sales associate—not a form letter. Bonus: every reply they tap = more zero-party data you can use to personalize future messages.
3. Make Every Message a Micro-Landing Page
Rich Cards are the MVP of RCS. Think of them as bite-sized landing pages that live inside the inbox—hero image, product details, CTAs and all.
Subscribers will no longer have to wait for a browser to load, they’ll be able to just tap once to explore or buy. Whether you’re announcing a product drop or reminding someone what’s in their cart, lead with visuals and keep your copy clean and clear.
4. Build a Swipeable Storefront
Carousels are the SMS ride we’ve all been waiting for. With RCS, you can create interactive, swipeable collections that let customers browse top picks, compare variants, or rediscover cart items—without ever leaving the thread. Visually, they’ll feel a lot like a Facebook ad carousel, giving subscribers the ease to browse without leaving the text.
Use them to recover carts with visual reminders, surface bestsellers, or launch seasonal drops. And always put the highest-intent item first in the lineup.
5. Use Smart Replies to Collect Data (Without Forms)
Here’s a little cheat code: Every suggested reply someone taps is a goldmine. Want to know what they’re shopping for? What size they wear? Whether they prefer bold or neutral?
Ask with buttons, not forms. Then use that data to serve up personalized products on the spot and feed it back into your CDP to make the next message even smarter.
6. Rethink Transactional: Turn Confirmations Into Commerce
Your highest open rates aren’t on promos. They’re on the “Your order is out for delivery” texts.
So make those messages work harder. Add product images, “Track Order” buttons, or even upsell carousels like “Pairs well with…” right inside the confirmation thread. These are peak engagement moments—don’t let them go to waste.
7. Fallback Is Your Safety Net—Use It Well
Not every customer has full RCS support (yet). But that doesn’t mean you leave them hanging. Build SMS/MMS fallback versions that maintain the core message and CTA—just simplified.
Treat fallback not as an afterthought but as part of the plan. That’s how you future-proof your strategy while delivering a great experience for everyone on your list.
RCS is no longer a nice-to-have. It’s your chance to reimagine what SMS marketing can do—and it’s already driving outsized returns for brands that get it right.
So start with one strategy. Test a carousel. Add a reply button. Turn your next shipping update into a shoppable moment.
Because the brands that treat RCS as more than just a richer message? They’re the ones who’ll own the inbox—and the conversion.
Want help bringing these ideas to life? We’re already building the tools that make RCS work smarter, not harder. Join our list now to bring RCS to your SMS strategy.
