• by Ray Schultz , Columnist, 11 hours ago

The big channel winner in November was rich communication services (RCS), a AI-driven messaging app format that supports interactive content and does not require any coding.

RCS volume grew by 144% YoY on Black Friday, according to data released by Sinch, based on its own client activity. 

In contrast, email marketing grew by 32% in November YoY. But this was considered solid by Sinch. 

Indeed, email and SMS “anchored” holiday communications across the globe. They supported marketing campaigns and a range of other activities, including authentication, delivery tracking and mass-scale customer service.

As always, we caution that this is one supplier’s experience, and may not reflect trends seen in broader scientific surveys. 

But Sinch did see a great deal. Overall volume hit 27 billion interactions in one week.

The company notes that consumers want the following: 

• AI-powered responses
• Real-time delivery updates
• Interactive offers. 

“This year’s Black Friday shows that rich AI-powered, conversational experiences are no longer optional, they are the new standard,” said Daniel Morris, chief product officer at Sinch. “RCS is now gaining real traction as brands look for ways to stand out in crowded markets, while SMS, email and voice continue to provide the trust and reliability that peak-season commerce demands."

Morris adds: “The strong increases we’re seeing are driven by earlier promotions, longer campaigns, and the growing expectation for real-time delivery updates, order tracking, and customer support.”