You might be shocked to learn that email has been used for marketing for over 45 years. The first-ever commercial email campaign was launched in 1978 and sent to 400 recipients.
We’ve come a long way since then, and modern consumers demand levels of immediacy and personalization that email simply can’t accommodate.
Luckily, WhatsApp and Rich Communication Services (RCS) help businesses rise to the occasion, bringing conversational, real-time, and media-rich interactions directly to mobile devices.
The Rise of WhatsApp and RCS Messaging
WhatsApp: Global Reach with Trusted Engagement
With over two billion users globally, WhatsApp has become indispensable to customer communication. Its ubiquity, end-to-end encryption, and intuitive interface make it an ideal channel for brands to build trust and reach users where they’re already active.
WhatsApp Business API enables rich, structured conversations through message templates, quick replies, and interactive buttons.
Key WhatsApp Benefits
- Global footprint with strong user engagement
- High open and read rates (99%, to be exact)
- Secure, encrypted messaging protects customers’ sensitive information
- Two-way conversations for customer service and support
RCS: The Evolution of SMS
RCS is the next generation of SMS, bringing app-like experiences directly into the native messaging app without requiring third-party downloads. With Apple’s recent adoption of RCS on all its devices and Androids already supporting it, more businesses can now leverage:
- Rich media, including high-res video and audio
- Verified sender information
- Group texting capabilities
- Branded messages
- Payment integration
- Action buttons and suggested replies
RCS delivers immersive experiences that wow customers right from the starting gate.
Key RCS Benefits
- Seamless, app-like experience in the native messaging app
- No need for users to install additional apps
- High visibility and interactivity
- Enhanced brand authenticity via sender verification
Why Email Is Losing Ground
Email remains a critical channel. However, its effectiveness is diminishing in several ways:
- Overcrowded Inboxes: Over 74 trillion emails are sent annually. This can cause customers to become frustrated, overwhelmed, and disengaged from the barrage of messages in their inboxes.
- Low Open Rates: Email open rates are just 22.7%, compared to WhatsApp at over 99%. Additionally, customers are 35 times more likely to read and engage with RCS messages than email.
- Delayed Interactions: Responses can take hours or days, if they happen at all.
While email works well for detailed communications like newsletters, legal notices, or account statements, it struggles to deliver the real-time, interactive experiences today’s customers expect.
RCS and WhatsApp: Reshaping Email’s Role in Marketing
WhatsApp and RCS offer faster, more engaging, and more conversational alternatives to email. But that doesn’t mean email is obsolete. Instead, these channels shift email’s role from the primary engagement tool to a supporting one.
How WhatsApp and RCS Outperform Email
Consumers want real-time responses, visual content, and frictionless experiences. WhatsApp and RCS deliver that with immediacy and intimacy, qualities email cannot match on its own.
Best Use Cases: WhatsApp, RCS, and Email
Understanding where each channel shines is essential for building a balanced communication strategy.
- Customer Support: Two-way chats for troubleshooting, order updates, and account queries
- Automation: Automated messages deliver 24/7 customer support for FAQs and common inquiries
- Reminders and Alerts: Appointment confirmations, delivery updates
- Conversational Commerce: Product recommendations, purchase flows
- Loyalty Programs: Exclusive offers and status updates
RCS
- Transactional Messaging: Order confirmations, shipping updates with tracking
- Promotional Campaigns: Flash sales, personalized product offers, and loyalty programs
- Surveys and Feedback: Rich media interactions that encourage participation
- Onboarding Journeys: Guided tutorials with images and buttons
- Account Management: Account verification and password reset via two-factor authentication (2FA) or one-time passcodes (OTP).
- Long-Form Content: Newsletters, whitepapers, product announcements
- Official Records: Invoices, terms and conditions, receipts
- Reactivation Campaigns: Win-back messages for dormant users
Better Together: WhatsApp, RCS, and Email
Rather than choosing between WhatsApp, RCS, and email, the most effective strategies combine them.
With Mitto, brands can orchestrate seamless omnichannel journeys. This ensures each message reaches the user on their preferred platforms.
For instance, businesses can create a cohesive, enjoyable onboarding process using all channels:
- Email sends a welcome message and account setup instructions after sign-up
- WhatsApp follows with a personalized onboarding checklist and support chat option
- RCS reminds the user about a limited-time offer, complete with images and call-to-action (CTA) buttons
This approach reinforces the message, keeps customers engaged, and maximizes ROI across every touchpoint.
Turbocharge Customer Communications with WhatsApp and RCS
WhatsApp and RCS represent the future of customer communication—interactive, mobile-first, and highly responsive. They allow brands to meet rising customer expectations for personalization and speed, turning messaging into a key revenue and loyalty driver.
However, email still has value, especially when combined strategically with messaging channels. The best results come from knowing when and how to use each channel based on user preferences, campaign goals, and content format.
At Mitto, we empower brands to unify communication touchpoints. Whether launching your first RCS campaign or expanding your WhatsApp presence, we’re here to help you build a more effective messaging strategy.
Ready to modernize your customer communications?
Contact Mitto to learn how we can help you integrate WhatsApp, RCS, and other channels into one seamless engagement experience.
