Email Marketing
RCS and Push Notification Basics for Marketers
By Kavin P · · 3 min read
Email is not the only way to reach customers on their phone. Two other channels worth understanding are RCS messaging and push notifications. Both are short, fast and sit close to the user, which makes them powerful and easy to misuse.
What is RCS
RCS stands for Rich Communication Services. It is an upgraded version of text messaging that can include images, carousels, buttons and verified sender branding inside the default messaging app on supported phones and networks. Availability varies by country, carrier and device, so check what your provider supports before planning a campaign. Because RCS is a developing channel, treat any promised results with caution and test on a small group first.
What are push notifications
Push notifications are short alerts sent by an app or a website to a user's device. Two main kinds exist:
- App push: Sent by a mobile app the user has installed.
- Web push: Sent by a website to browsers where the user clicked "Allow".
They need the user's permission, which they can withdraw at any time.
How they compare with SMS and email
| Channel | Best for | Watch out for |
|---|---|---|
| Detailed content, newsletters, receipts | Crowded inboxes | |
| SMS | Urgent, simple alerts like OTPs and delivery updates | Cost and rules for promotional sends |
| RCS | Rich, interactive messages | Limited availability |
| Push | Quick prompts, reminders, re-engagement | Opt-out if overused |
For a deeper look at the basics of texting, read our SMS marketing basics and the comparison of SMS vs email.
Good use cases
- Order and delivery updates
- Appointment and class reminders
- Back-in-stock or price-drop alerts for items a user asked about
- Time-sensitive but genuine offers
- Cart reminders, used sparingly
Rules of thumb
- Ask permission clearly. Explain what alerts the user will get before showing the browser prompt.
- Be brief. One idea, one action.
- Respect timing. Avoid late-night messages.
- Limit frequency. Too many alerts lead to blocking or uninstalling.
- Personalise lightly. Use behaviour and preferences, not creepy detail.
- Follow local regulations. Messaging rules and sender registration requirements differ by country, so check the requirements that apply to your business.
Hypothetical example
A food delivery startup uses push for "Your order is on its way" and a once-weekly suggestion based on past orders. Marketing sends detailed menus by email, while RCS is tested only with users on supported phones who opted in.
How to start
- Choose one channel, set a clear goal and write a short consent line.
- Measure opt-in rate, click rate and opt-outs.
- Connect it with your other flows, such as email automation workflows, so people do not get the same message on every channel.
Frequently asked questions
Is RCS replacing SMS?
It is an upgrade in many places, but SMS remains widely used because of its reach. Support varies by region and device.
Do push notifications need an app?
App push does. Web push works through supported browsers without an app, but still needs the user's permission.
Should I use all channels at once?
Not at first. Start with one or two where your audience already pays attention, and coordinate messages across them.
Related articles
Email Marketing7 min read
B2B Email Marketing Guide: Reach Business Buyers by Email
A B2B email marketing guide covering list building, content, sequences, personalisation, deliverability, compliance and metrics for long sales cycles.
Email Marketing7 min read
Building an Email List from Scratch: A Consent-First Plan
Building an email list from scratch with permission: lead magnets, signup forms, placement, double opt-in, welcome emails and ways to grow without buying lists.
Email Marketing7 min read
Email Automation Workflows: 7 Flows Every Business Needs
Email automation workflows explained: the core flows to build first, triggers, timing, branching, testing and the metrics that show whether automation is helping.