Business communication is undergoing a massive shift, and RCS (Rich Communication Services) is at the heart of it. Unlike traditional SMS, RCS allows businesses to send messages enriched with images, videos, carousels, buttons, and interactive elements—making customer engagement more dynamic and personalized.
But sending rich messages isn’t enough. To truly maximize impact, businesses need to follow best practices in designing interactive RCS messages that drive engagement and conversions.
1. Keep the Customer Journey in Mind
Before designing any RCS campaign, map out the customer journey. Identify where your customer is in the funnel—awareness, consideration, or purchase—and design the message accordingly.
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Awareness stage → Share product highlights with rich media.
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Consideration stage → Use carousels for product comparisons.
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Purchase stage → Offer quick-buy buttons or payment links.
2. Focus on Visual Storytelling
RCS enables you to use images, videos, and GIFs directly inside the message. Instead of relying on plain text, tell a story visually.
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Use high-quality images that showcase your product.
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Keep videos short and to the point (under 30 seconds).
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Leverage branding elements like your logo and brand colors.
3. Leverage Interactive Buttons
Interactive buttons make it easy for customers to take action instantly. Common button types include:
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Call-to-Action (CTA) Buttons → “Buy Now,” “Book Appointment,” or “Learn More.”
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Quick Reply Buttons → “Yes,” “No,” or “Remind Me Later.”
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Location Sharing → For stores, restaurants, and service providers.
Design your buttons with clear, action-oriented text so users know exactly what to expect.
4. Personalize Wherever Possible
Personalization is key to boosting response rates. Use customer data to tailor messages:
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Greet users by name.
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Recommend products based on past purchases or preferences.
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Send location-specific offers.
Example: “Hi Anjali, your favorite sneakers are back in stock. Tap below to grab them with 15% off today!”
5. Keep It Simple and Mobile-Friendly
Even though RCS supports rich media, avoid clutter. Too many images, buttons, or text blocks can overwhelm the customer.
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Limit to 2–3 key actions per message.
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Ensure messages look great on all screen sizes.
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Maintain a clean, minimal design with easy-to-read fonts.
6. Test and Optimize
Not every design will work for every audience. Run A/B tests with different layouts, CTAs, or media types to see what resonates best. Monitor metrics like:
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Click-through rates (CTR)
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Conversion rates
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Customer engagement time
Use this data to refine your design strategy over time.
7. Ensure Compliance and Trust
RCS, like SMS, is regulated. Always respect customer privacy and comply with opt-in/opt-out rules. Additionally, display your brand verification (Google Verified Sender) to increase trust and prevent spam concerns.
Conclusion
Designing interactive RCS messages is more than just adding rich media—it’s about creating seamless, engaging experiences that guide customers through their journey. By focusing on simplicity, personalization, and clear calls-to-action, businesses can turn RCS into a powerful tool for customer engagement and conversions.
When done right, RCS isn’t just a message—it’s a conversation.
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