Marketing automation platform Listrak has announced a major milestone, becoming the first marketing platform provider to launch a Rich Communication Services (RCS) campaign in the United States. The campaign, created in partnership with Dooney & Bourke, a renowned American handbag and leather goods brand, ran during the 2024 holiday season and showcased RCS’s potential to transform mobile marketing.
Dubbed the “12 Days of Dooney” campaign, the test initiative targeted subscribers capable of receiving RCS messages. Results highlighted RCS’s effectiveness, with revenue per send more than doubling compared to traditional SMS and MMS campaigns.
The collaboration between Listrak, Dooney & Bourke, and global cloud communications platform Infobip provided early access to the RCS experience ahead of broader U.S. carrier rollouts in 2025. The advanced messaging channel allows brands to send rich multimedia content directly through native messaging apps while maintaining verified sender status, enhancing consumer trust and engagement.
RCS represents a significant step forward in mobile communications, combining interactive features and enhanced visuals to rival popular messaging apps like WhatsApp. With over a billion users worldwide, it offers brands an opportunity to modernise their messaging strategies and connect with audiences more dynamically.
Ivan Ostojić, chief business officer at Infobip, said: “This is yet further proof that business communication is rapidly evolving, and the North American market is undergoing a messaging revolution. With RCS, enterprises won’t just push messages to their customers — they’ll engage with them through interactive, personalised, and seamless experiences. We’re proud to partner with Listrak and Dooney & Bourke in leading this transformation and showcasing what’s possible when innovation meets customer connection.”