From Plain Text to Rich Media Member Marketing for a Global FMCG Brand
Background
The brand runs member programs across multiple countries and sends product launches, promotions, and points campaigns. As consumers became fatigued by plain-text promotional SMS, open and conversion rates kept falling.
Challenges
Declining SMS campaign performance
Members were tired of plain-text promotions, and open and click rates declined year over year.
Limited brand expression
SMS could not show product images, brand visuals, or interactive buttons, limiting campaign creativity.
Hard to measure impact
Traditional SMS lacked read and click tracking, making marketing ROI hard to evaluate accurately.
Solution
Yuexin International deployed an RCS + SMS marketing flow. RCS-capable devices received rich messages with product carousels, coupons, and purchase buttons, while SMS remained the fallback channel for full reach.
Results
RCS cards with images and buttons raised user engagement
In-message purchase buttons shortened the conversion path
Trackable open and click data enabled precise performance evaluation
"Moving from plain text to visual cards changed the reaction from "another promo text" to "let me see what is inside.""
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