BankBazaar: 130% higher CTR with RCS Business Messaging

Challenge

BankBazaar uses multiple communication channels to offer its products, such as SMS, email, WhatsApp, and push notifications. Their marketing team is continuously looking for new communication channels and testing which are the right channels for different customer segments.

Until recently, they were primarily using SMS, as it proved to be the most effective communication channel, both in engagement and ROI.

In-depth research made by BankBazaar into their customer base revealed that their customers were more digitally aware and desired additional features instead of only text.

Solution

Since the marketing team at BankBazaar was satisfied with SMS, but was also looking for a more feature rich channel, the team at Infobip suggested introducing RCS (Rich Communication Services) as a potential solution – a channel often described as the next step in the evolution of SMS.

Trying out RCS with Infobip’s help came naturally due to SMS’s effectiveness and the need to satisfy their digitally advanced customers.

RCS Business Messaging allows companies to keep their messaging aligned with their brand by embedding RCS-enabled elements such as:

The solution and support from Infobip eased the RCS implementation through our customer engagement solution Moments and empowered the team at BankBazaar to quickly and effortlessly begin sending RCS marketing campaigns.

Results

In only a few days, BankBazaar sent several campaigns to their existing customer base that amounted to more than 70 million RCS messages. The messages invited the customers to install the BankBazaar application and check their credit score.

The team started experimenting with the channel and sent RCS messages with images and a link that led their customers to the app where they could check their credit score.

Compared to previous SMS campaigns the CTR was around 80% higher with RCS messages.

After getting more familiar and comfortable with the new channel, they began taking further advantage of RCS capabilities and used gif images. The CTR for those messages was even higher! In the end BankBazaar accomplished a 130% higher CTR with RCS.