What does it mean to create a truly effective campaign?
Whether you are sending emails, SMS or RCS, the goal is always the same: communicating in the best possible way, that is, doing it at the right time, with the right target, and to encourage the right action.
In short, whether your aim is to convert, retain, inform or engage, setting up a campaign correctly is fundamental.
In this article, we will explore some best practices to help you maximize the performance of your campaigns – whether they are email, SMS or RCS – and act with precision, timeliness and effectiveness.
But first: which channel should I choose? EMAIL, SMS OR RCS?
There is no single answer. It depends on the type of communication you want to create and the result you want to achieve, also considering that each medium has its own logic, strengths and limits.
With that in mind, here is a short overview of the main features of SMS, email and RCS.
SMS
Two key words describe this channel: immediate and universal. SMS is the fastest and most direct form of communication:
- it does not need an internet connection to be sent,
- it lands directly in the SMS inbox, bypassing spam filters and crowded mail tabs,
- it is read by 98% of users within a few minutes after receiving it.
On the other hand, the main limitation of SMS is its reduced space: only 160 characters, with no possibility of inserting images or complex links. In addition, the available metrics are mainly limited to delivery.
When to choose SMS? For quick communications, such as appointment or deadline reminders, urgent alerts, or OTP codes. In other words, whenever you need to reach everyone directly, without frills.
Like SMS, email is also a widely used tool by companies, and the data proves it: 81% of Italian SMEs have declared that they included email marketing among their digital activities in 2024 and, of these, 89% use it as their main channel for lead generation.
Email allows you to tell more detailed stories, with longer texts, images, multiple links and personalized layouts. It also offers detailed analysis tools (opens, clicks, conversions) and allows for advanced automation and personalization strategies.
Its main limitation? Saturation: full inboxes, spam filters and low user attention can reduce the chance of being read.
Why choose email? For newsletters, informative campaigns, detailed promotions or content that requires a deeper level of engagement. It is perfect, for example, for sharing useful materials or guides with customers, launching new products, communicating company news, or informing about policy or service updates.
RCS
If we had to sum up its potential, we could say that RCS combines the best features of SMS and email: it offers the certainty and immediacy of an SMS, the richness and interactivity of an email, and fits naturally into a chat environment that users perceive as familiar and everyday.
Rich and interactive, RCS allows multimedia content, buttons, forms and advanced tracking.
Compared to the other two channels, it is useful for immediate but engaging communications: for example, interactive promotional campaigns with “Learn more” or “Buy now” buttons, booking confirmations with maps and reminders, delivery updates with real-time status, or conversational customer care that allows users to interact directly from the message (if you want to learn more about RCS, click here and read our article!).
Remember: the world of messaging is changing at an impressive speed. The channels we have just mentioned are not isolated tools, but components of a real ecosystem. That is why it is no longer a matter of choosing just one channel, but of finding the most effective communication mix.
And understanding which channels to use is only one of the many pieces needed to complete the puzzle. You also need to understand what to say, how to say it and when to send it.
That is why we have gathered a series of best practices to share here on our blog, to help you achieve the best possible results with your communications.
Before sending: prepare the ground
Whether it is email, SMS or RCS, it is essential to have a good foundation. First of all, you need to define what the goal of your campaign is. Do you want to inform, convert, or engage? Based on the answer, you will know how to move and, above all, which part of your target audience to involve.
Your target, and therefore the “list” to which you will send your communication, is particularly important when it comes to email marketing. Here it is essential to have a “clean” audience, well-segmented and genuinely interested in your content. This way, you will reduce spam reports and bounce rates, and improve deliverability.
Another golden rule: authenticate your domain. All major mail providers (Google, Yahoo and Outlook) require personalized authentication. Adapting is not optional!
And now that the ground is ready…
During setup: take care of every element
This is where most of your campaign’s effectiveness comes into play.
Keep in mind that, whatever channel you use, the user is always looking for simplicity and consistency:
Simplicity: the message must be immediate and understandable.
- For SMS: direct and concise text (max 160 characters), with one clear goal
- For email: short paragraphs, optimized images and clearly visible CTAs.
- For RCS: well-balanced visual elements, without overloading the interface.
Consistency: tone, language and visuals (where possible) must reflect the brand, regardless of the channel. Keep consistency in colors, fonts and content type.
Depending on whether you choose to send EMAIL, SMS or RCS, there are other factors to consider:
- Creating an effective subject line (email): it is the first thing the user reads. It must arouse curiosity, inform and encourage opening. Use action verbs, avoid capital letters and exclamation points, and keep it under 10 words. If possible, personalize it with the user’s name or behavior.
- Finding an appealing (and accessible) design
- For email: responsive layout, readable fonts, contrasting colors, optimized images
- For RCS: well-organized interactive elements, clear CTAs, optimized images.
- Do not forget accessibility: alternative texts for images, adequate visual contrast, and readability for users with disabilities.
- Test, test, and test again! Make sure that links and buttons work and that everything is displayed correctly on different devices.
- For SMS, check that the trackable link is active and that the message is not cut off.
- For email, use preview tools and test sends on several email clients and devices (desktop/mobile).
- For RCS, check the display on Android and iOS.
In general, maintain a consistent sending frequency and avoid sudden large sends. A well-structured editorial calendar will help you maintain consistency, plan based on events, and improve over time!po!
After sending: monitor and adjust
Pressing “send” does not mean ending a campaign.
The analysis phase is just as important: it allows you to understand how the user behaved, whether and how they interacted with your content.
Analyze opens, clicks, conversions and unsubscribes, prepare re-engagement or follow-up emails for those who did not open or click, and update your lists accordingly.
And in all this, can artificial intelligence help me?
Absolutely yes. Whether it is about creating personalized and automated journeys, or analyzing large amounts of data, AI is, and will increasingly be, a useful tool in every phase of your campaign: from audience segmentation to choosing the best send time, up to creating dynamic content.
But remember: AI is not a magic wand. It must be used wisely and sparingly, because the risk is losing authenticity and, above all, humanity.
To conclude
Setting up a campaign requires time, strategy and attention. But with the right approach, every communication can become truly effective!
And remember: success does not lie in the sending, but in the relationship you build!
