Rock Your Inbox: Email, Push, SMS, RCS: Orchestrate CRM at Scale

Adding more messaging channels doesn't automatically create a better customer experience. The opportunity is to give email, push, SMS, and RCS distinct roles based on the customer behavior and friction you're trying to address. In this session, Rebecca and Claire from ActionRocket explore how to orchestrate multi-channel CRM conversations at scale, using behavioral science and conversation design to move beyond broadcasting the same message across every channel. You'll learn how to: ✦ Think of CRM channels as behavioral tools, rather than simply different places to distribute the same message ✦ Use email for depth and explanation, push for timely interruption, SMS for urgency and visibility, and RCS for guided, interactive action ✦ Identify behavioral barriers like procrastination, fear of making the wrong decision, choice overload, and cognitive overload ✦ Design cross-channel customer journeys that reduce friction and make the next action easier ✦ Use RCS (Rich Communication Services) to bring images, buttons, carousels, interactive choices, and embedded actions into the native messaging experience ✦ Apply conversation design principles like active listening, mutual respect, empathy, and clear calls to action to CRM messaging ✦ Adapt email creative for conversational channels instead of simply repurposing the same copy everywhere The key takeaway: effective multi-channel CRM isn't about sending more messages. It's about understanding the behavioral barrier, assigning the right role to each channel, designing the interaction, and sequencing each moment to reduce friction. 00:00 Introduction 01:01 Orchestrating Multi-Channel CRM at Scale 02:54 Behavioral Friction in Customer Journeys 06:40 Using CRM Channels as Behavioral Tools 09:10 RCS and the Future of Customer Messaging 10:50 Cross-Channel Journey Example 11:51 Designing Better Customer Conversations 15:58 Using Messaging to Reduce Friction 18:23 Results & the Future of Cross-Channel CRM 19:59 Key Takeaways 21:22 Q&A: RCS, Messaging Channels & Copywriting 28:01 Closing