For any brand to engage with high-value customers, rich SMS marketing remains a winning strategy. If you’re wondering why,  the answer lies in your pocket or in your hand— it’s your smartphone. On  average, a user checks their device 96 times a day. For e-commerce brands looking to send text messages, that’s 96 opportunities to make a sale. 

Interestingly, Grand View Research Inc.’s data shows that the U.S. SMS marketing market size is expected to reach $9.96 billion by 2030, expanding at a CAGR of 20.8%.

Clearly, traditional SMS marketing isn’t going anywhere anytime soon; however, rich SMS is really starting to take off as companies lean into apps like WhatsApp. Unlike standard SMS, which sticks to a 160-character limit, rich SMS gives you the freedom to share more detailed information. 

We all know how tricky it can be to get your point across in just a few words, right? That’s why rich SMS is a much better option—it lets you link to landing pages where you can provide even more info.

Rich SMS helps companies run SMS campaigns that convert leads way better while also making the customer experience smoother with clear calls to action on those landing pages. With rich SMS, businesses can connect with consumers on a deeper level by creating an interactive experience.

In this blog post, we’ll explore what rich SMS marketing is, how it works, and how you can build a stellar campaign that can benefit your business. 

What is rich SMS marketing?

Rich SMS is like the upgraded version of the classic SMS. It's much more practical because it can include a short clickable link that directs people to a specialized page. This link helps you get around the 150-character limit of regular SMS.

A rich SMS looks like a regular SMS but includes a hyperlink at the end. There are two types of hyperlinks you can add to rich SMS. First up, we have clean URLs. These are the classic links that you copy directly into the message, and they show up in full text for the recipient. Then there are short URLs, which are condensed versions of links. They help you save characters in your SMS, allowing you to say more with less.

So, what makes rich text messaging so special? It’s all about how it pairs with landing pages. This combo not only attracts and converts prospects but also builds customer loyalty and encourages actions like buying, renting, subscribing, registering, or filling a form.

For companies in the retail, e-commerce, and food delivery space, the combination of rich SMS and landing pages is a real game changer.

Plus, rich SMS can be packed with multimedia content, making the interaction between the sender and the recipient much more engaging. This could be anything from photos and videos to files and voice messages. This is called the rich communication services (RCS) message — another step forward from the traditional SMS that helps businesses get closer to their customers and prospects.

Think of RCS messages as the Android equivalent of Apple’s iMessage. They blend the best features of messaging apps like WhatsApp, Facebook Messenger, and WeChat right into the SMS format. 

How a successful rich SMS marketing campaign can benefit your business 

Fifty-two percent of consumers have purchased products and 38% have opted for services after receiving brand messages via text/SMS or other messaging platform. This really shows how a well-executed rich SMS campaign can bring real benefits to a business.

Here are five ways a successful rich SMS marketing campaign can benefit your business. 

1. Strengthen your brand 

Brand awareness is all about how well people know and remember your brand, and the positive feelings they associate with it. Rich SMS or even traditional SMS marketing can be a powerful tool for boosting your brand awareness.

In a 2022 survey of U.S. consumers, 47% of millennials said they enjoy being contacted by brands through text messages. Interestingly, 44% of Generation Z respondents felt the same way. 

You can send welcome texts to highlight what makes your brand special, share updates on new offerings, or even ask customers for their feedback. This keeps your brand top of mind and shows that you genuinely care about their opinions. SMS is a great way to spread the word about your e-commerce brand.

2. Build personal connections with your customers

Rich SMS gives you a direct channel to your recipients, guaranteeing that they receive your message on their mobile devices. Ninety-five percent SMS messages are usually opened and read within three minutes of delivery, making SMS one of the best marketing methods with minimal costs.  

3. Better engagement with your products and services 

As per Google Data,  74% of individuals are likely to engage with a brand using RCS. It instills a sense of urgency; whether it’s a flash sale or a new product launch, sending a rich SMS with multimedia content that highlights the deal can prompt your customers to take action. 

4. Personalized approach to boost brand loyalty

With rich SMS marketing, you can tailor messages for each customer based on their individual interests and behaviors. In fact, personalization is no longer optional, it’s an essential component of customer experience.

The 2024 State of Customer Service and CX Study revealed that 81% of customers prefer companies that offer a personalized experience. By personalizing your communications, you can boost brand loyalty and enhance the customer experience. For example, if you know someone's birthday is coming up, you could send them a personalized abandoned cart message along with a special birthday discount!

5. Drive traffic to other platforms like websites/apps.

You can incorporate rich SMS into a more comprehensive marketing plan. It can be integrated with social media, email campaigns, and other channels to create a unified marketing campaign that maximizes impact and reach.

How rich SMS works 

Rich SMS is a great way to not only attract new customers but also retain existing ones. Let’s explore a few examples to show you how all of this works.

You’re an e-commerce business wanting to connect with your customers soon after they make a purchase. Sending a rich SMS the day after they buy your product or service is a prime opportunity to strengthen your relationship with them. You can include a link to a helpful tutorial on how they can use their new product, a list of complementary items they might find useful, or even a landing page highlighting your brand.

The goal is to give your customers a chance to learn more about your company, helping them feel more connected to your brand. Alternatively, consider sharing a link to a feedback survey — this could provide valuable insights and even lead to new marketing opportunities!

To enhance customer loyalty, you can share links to exclusive coupons or grant them access to private sales and free trials. When customers feel appreciated, they’re more likely to return and make additional purchases.

Rich SMS can also help you tackle those abandoned carts. A quick message can encourage customers to finish their orders or direct them to similar products that might interest them. With this approach, you can significantly boost your sales and conversion rates.

Lastly, don’t forget about inactive customers. If one of your regular customers hasn’t visited your site in months, send them a rich SMS with a promotional offer to re-engage them. It could be just what they were looking for.

How to create a rich SMS marketing campaign using Plivo CX Engage

Sending a message to a customer is personal. Businesses need to be thoughtful, crafting each message with the goal of building a genuine connection. Every brand goes through a process of trial and error before they discover the perfect message that keeps customers coming back for the long term.

SMS is a powerful tool for keeping customers engaged. Offering early access to promotions, sharing new product updates, and sending exclusive offers can keep your loyal customers in the loop. Strengthen these connections even further with quick feedback requests and personalized recommendations.

These regular touchpoints keep your brand top of mind and build lasting relationships that drive repeat purchases. With an omnichannel customer engagement tool like Plivo CX, which integrates with Shopify, you can create targeted, personalized rich SMS marketing campaigns that drive engagement and revenue.

Here are five easy steps to help you get started with a targeted rich SMS campaign in Plivo CX: 

1. Define the objective 

Clearly outline the goals of your marketing campaign. 

Are you planning to:

• Increase sales?
• Launch a new product?
• Boost engagement?
• Increase brand awareness?

Know the why behind your campaign. Fifty eight percent of consumers unsubscribe from brand messages when they feel bombarded, so it’s crucial to have a clear purpose and timing in mind. Focus on delivering the right message at the right moment. Once you’ve nailed down your objective, plan your strategy to launch a campaign that truly resonates.

2. Know your audience

A targeted list of subscribers is essential for any successful rich SMS campaign. Plivo CX’s Audiences feature syncs your Shopify contacts in real time and offers an excellent solution for managing and targeting your SMS subscribers.

With Audiences, you can organize your subscribers into targeted segments based on demographics, purchasing behavior, or engagement level. This ensures your campaigns are highly relevant. The best part? You can create segments with unlimited rules and send hyper-relevant messages to your subscribers.

3. Craft a personalized message 

Use Plivo CX Engage's Copywriter AI to create personalized messages that truly connect with your audience. Tailor content to reflect recipients' interests, purchase history, or past interactions for a more engaging experience.

To craft your message, simply enter the following into Copywriter AI:

• Define your AI objective
• Describe  your message idea
• Choose whether to add emojis or images 
• Select your  brand voice 
• Set  the message length 
• Specify timing and urgency
• Enter product or service details 
• State the desired action for the user

After entering the details,  AI Copywriter will share multiple options with you. You can review and fine-tune your content before sending. 

4. Scheduling messages at the right time

The Campaigns feature in Plivo CX will assist you in scheduling the messages at the right time to your audience. 

Before creating any campaign, make sure to understand: 

• Who you’re sending to 
• What you’re sending 
• When to send it

Once you have clarity on these,  setting up a campaign in Plivo CX is seamless. 

Select your audience from the lists and segments. 

Select the channel through which you wish to deliver the message. 

Choose the Send Now / Send Later option depending on which you prefer. 

The Send Now feature sends the campaign immediately. Using Send Later, you can schedule the campaign according to the time zone you’d prefer, and then select date and time. 

Once you have selected your time preference, create the message or use AI Copywriter to generate one. 

Review your campaign and then hit Publish. 

5. Gauge the KPIs and iterate

Once the campaign goes live, you can identify and track key performance indicators, such as sent, delivered, and click rates. Continuously analyze the performance of your campaigns to understand which strategies work best. Use this data to refine and optimize future rich SMS campaigns, ensuring ongoing improvement and success.

Rich Messaging via WhatsApp and Apple Messages for Business 

Rich messaging has transformed how businesses communicate with their customers through platforms like WhatsApp and Apple Messages for Business. 

On WhatsApp, rich messaging enables businesses to send interactive and engaging content, such as images, videos, and audio messages, directly with customers. This platform supports quick replies, allowing users to choose from predefined responses, which streamlines interactions. Additionally, WhatsApp’s rich messaging includes features like product carousels, location sharing, and integration with payment gateways, creating a seamless experience for both businesses and consumers.

Apple Messages for Business also offers robust rich messaging capabilities, enabling businesses to connect with customers through the Messages app. It supports features like rich links that display previews of shared content and Apple Pay integration for secure transactions. Businesses can also leverage custom iMessage apps to deliver personalized customer experiences. Apple Messages for Business also facilitates interactive customer service with options like appointment scheduling and product browsing right within the messaging interface.

Overall, rich messaging on both WhatsApp and Apple Messages for Business boosts customer engagement by offering interactive, efficient, and convenient communication channels.

Kickstart your rich SMS marketing campaigns with Plivo CX

Businesses across every sector need to elevate their rich SMS marketing strategy to stay relevant with  customers. By laying out a solid strategy, you can create impactful campaigns that foster meaningful interactions.

It’s clear that to manage rich SMS campaigns for maximum ROI, you need a reliable platform like Plivo CX to keep things efficient and impactful.

With Plivo CX, you can easily send personalized messages across a premium network that reaches over 220 countries and territories. Here’s what Plivo CX brings to the table:

• Create custom audience segments with the Audience feature
• Automate timely responses through Journeys
• Schedule campaigns for peak engagement

And with the Copywriter AI, crafting engaging messages is a breeze — no need for a big content team to keep things running smoothly. Ready to launch? Sign up with Plivo CX and start your rich SMS marketing campaign today!

FAQs 

What are the channels that Plivo CX Engage supports?

Currently, Plivo CX supports SMS and WhatsApp.

What are the pricing plans available for Plivo CX Engage?

Currently, we have four different pricing plans available: 

• Starter: starts at $0/month and allows up to 1,000 contacts 
•  Growth: starts at $99/month and allows up to 5,000 contacts 
• Pro: starts at $299/month and allows up to 25,000 contacts
•  Enterprise: starts at $999/month and allows unlimited contacts 

Do I have to import contacts from Shopify every time for the campaign? 

No, you do not need to import contacts from Shopify every time for a new campaign. Once you have connected your store, it’ll be automatically updated. 

Name the regulations that Plivo CX Enage is compliant with.

Plivo CX is compliant with various regulations like GDPR, SOC2, HIPAA, and PCI-DSS.