Email and RCS Marketing: Combining Rich Visual Content With Follow-Up Communication

Most marketing teams treat channels like separate islands: email over here, SMS over there, and a vague plan to “try RCS someday.” But customers don’t live in channels. They move between their inbox and their phone all day. The brands that win are the ones that connect the two into one smooth conversation.

What is RCS, and why should marketers care?

RCS (Rich Communication Services) is the upgrade to traditional SMS. Instead of plain text, a brand can send a verified, branded message with images, carousels, buttons, suggested replies and links, all inside the phone’s default messaging app. There’s no separate app to install.

For marketers, the appeal is a message that looks more like a mini landing page than a text. A fashion store can show a scrollable carousel of new arrivals with a “Shop now” button under each item. A restaurant can send a menu with a “Book a table” action. A clinic can offer tappable appointment slots.

A few honest caveats: RCS depends on the customer’s device, operator and region, and availability still varies. Always plan a fallback to SMS for people who can’t receive rich messages.

Where email still leads

Email remains the workhorse for depth. It handles long-form storytelling, detailed product comparisons, newsletters, invoices and attachments. It’s cost-effective, easy to personalise and perfect for content people want to revisit.

The weakness is attention. Inboxes are crowded, and even a brilliant campaign can sit unopened for hours or days.

Why combine them?

RCS is strong at instant, visual, tap-to-act engagement. Email is strong at depth and record-keeping. Used together, they cover each other’s gaps:

• RCS grabs attention quickly; email gives the full story.
• RCS offers one-tap actions; email offers a detailed reference.
• RCS reaches people on the go; email reaches them at their desk.
• If someone ignores one, the other gives a second chance without feeling repetitive.

A simple campaign blueprint

Scenario: a seasonal sale for an online store.

1. Day 1, morning – Email teaser. Announce the sale with a strong hero image, the highlights and early-access messaging for subscribers.
2. Day 1, evening – RCS launch. Send a visual carousel of top picks with “View” and “Add to cart” buttons. People who skipped the email see the offer on their phone.
3. Day 2 – Behaviour-based follow-up. If someone clicked but didn’t buy, send a gentle RCS reminder with the exact product they viewed. If they opened the email but never clicked, send a different email with a new angle, such as reviews or a size guide.
4. Day 3 – Last-chance email. Use a clear deadline and a countdown message.
5. After purchase – Email receipt and RCS tracking. Send the invoice by email and delivery updates by RCS.

Tips for making it work

Keep the story consistent. Use the same colours, tone and offer across both channels so people recognise the message instantly.

Don’t duplicate; extend. Sending the same copy twice feels spammy. Let each channel add something new.

Trigger by behaviour. The best follow-ups depend on what the customer did: opened, clicked, abandoned a cart, bought. Automate those branches.

Mind the frequency. Two touches a day is plenty. Suppress RCS messages for people who already converted through email.

Always have a fallback. Set up automatic SMS fallback for devices that don’t support RCS so nobody falls through the cracks.

Get consent for each channel. Permission for email doesn’t automatically cover messages to a phone number. Capture and store opt-ins separately, and make unsubscribing simple.

What to measure

Track more than opens. For email, watch click-through and conversions. For RCS, watch button taps, replies and delivered-to-read rates. Then connect both to revenue so you can see which combination of touchpoints actually drives sales, not just engagement.

Start small

You don’t need a giant omnichannel overhaul. Pick one use case, such as abandoned carts or appointment reminders, and run a pilot that pairs an email with an RCS follow-up. Compare it to your email-only results. Most teams quickly see where the second channel earns its place.

Want to launch a joined-up email and RCS journey? Our team can help you design the flows, build the templates and set up SMS fallback so every customer gets the right message on the right screen. Reach out for a free strategy session.