The difference in reach between RCS users and ordinary SMS users

When many teams are now doing SMS marketing, they will find an increasingly obvious problem: the same content sent out will have very different reach effects among different users. Some users will view, click and even reply normally, while others will receive almost no feedback.

This difference is no longer just a matter of content, but begins to be related to the communication capabilities of the users themselves. especially withRCS is becoming more and more popular, and more and more teams are beginning to pay attention to: What is the difference between RCS users and ordinary SMS users, and whether this difference will affect subsequent marketing effects.

WhyRCS is starting to attract more and more attention

Many SMS scenarios in the past were essentially one-way notifications.

For example:

lVerification code

lEvent notification

lMarketing SMS

lSystem reminder

However, as users have higher and higher requirements for interactive experience, the limitations of traditional text messages have become more and more obvious.

The biggest problems with ordinary text messages are:

lWeak interaction ability

lLimited content capacity

lThe user’s online status cannot be determined

lInsufficient subsequent private domain connection capabilities

andRCS is essentially more like an "upgraded version of instant messaging" in the SMS system.

Therefore, many local services, e-commerce, and financial projects are now paying more and more attention toRCS user.

What is the biggest difference between RCS users and ordinary SMS users?

Many people willRCS is simply understood as advanced text messaging, but what really matters is the difference in user behavior.

Ordinary text message users prefer passive reception.

andRCS users are more likely to interact.

For example:

lYou can see more complete content

lEasier to click and reply

lSome scenes can support online status

lUser interaction behavior is more obvious

Therefore, in a long-term reach scenario,RCS users generally demonstrate higher communication efficiency.

Why do many industries prefer to prioritize screening?RCS users

Not all projects must be screenedRCS, but the following types of scenarios will be particularly obvious.

Financial Notices

Pay more attention to stable touch and user response.

Local service class

Need to keep in touch with users for a long time.

E-commerce membership operation

Rely more on long-term interaction and repurchase.

These industries have one thing in common: long-term user value is more important than one-time delivery.

Therefore, more and more teams are beginning to:

RCS status

active state

device tag

long-term online habits

together as user filter conditions.

Why RCS users are more suitable for long-term operations

Many teams will later discover that users with real long-term value are usually not only available numbers, but also have the ability to continue to interact.

RCS users will have it easier in many situations:

lView messages for a long time

lform stable interaction

lParticipate in subsequent private domain operations

lMaintain consistent online habits

Especially in local services and membership systems, this difference will become more and more obvious.

Why mere sending volume no longer matters

In the past, many teams would focus on:

How many text messages do you send in a day.

Whether the text message was successfully delivered.

But now more and more teams are paying attention to:

How many users will actually continue to interact?

because:

Sending does not equal reaching;

Reaching out does not mean operating;

Operation does not equal long-term retention.

Therefore, many teams now no longer only look at sending volume, but begin to pay more attention to user quality.

existBefore RCS screening, basic number detection is more stable.

If the number itself:

lNot available

llong silence

lThere is an abnormal state

So even if it supportsRCS, subsequent operating value will also decrease.

In actual operation, you can first use Digital Planet to do screen number detection, and then combine it withRCS status is further operationally stratified. Digital Planet supports free trial screening test.

In this way, the contact structure behind will be more stable.

Why SMS operations are making a comeback"User quality" logic

In the past, many SMS marketing were more like batch sending tools, but now they are becoming more and more like long-term user operation tools.

Because as traffic costs increase:

lThe value of general traffic decreases

lInvalid sending costs are getting higher and higher

lUser attention is increasingly limited

Whoever can screen out high-quality users earlier will have less pressure on subsequent operations.

What is the real difference between RCS and ordinary SMS users?

Many times, the differences are not just technical, but:

Long-term behavioral differences among users themselves.

Among ordinary text message users, there will be a large number of:

ltemporary user

lsilent user

llow interaction users

andRCS users are generally more likely to exhibit:

lMore stable online habits

lHigher tendency to interact

lBehavioral characteristics more suitable for long-term reach

Therefore, in many long-term operating projects,RCS status has begun to become an important label.

Why SMS operations will increasingly rely on user stratification in the future

In the past, SMS marketing was more"Unified sending" is now more and more preferred:

lactive layering

lRCS status layering

lDevice layering

lUser quality tiers

Because the difference in operational value between different users is getting bigger and bigger.

If you still send them all together:

Customer service will become increasingly tired, conversions will become lower and lower, and private domains will become increasingly difficult to maintain.

RCS is not essentially upgrading text messages, but upgrading user screening logic.

Many teams willRCS is regarded as a new technology, but what is really important is actually:

It started to allow SMS operations to start from"Can it be released?" has become "is it worth continuing to operate?"

When user quality begins to be truly distinguished:

lFollow-up private chats will be easier

lLong-term exposure will be more stable

lUser retention will also be easier to do

What is really important in future SMS operations is no longer the sending ability, but who can identify long-term high-value users earlier.

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