How Tanla’s RCS Solution Collaborated with India’s Leading Telecom to Elevate Read Rates for the Ecommerce Industry

Trust and transparency are the foundation of effective communication, especially in the fast-paced world of e-commerce, where seamless interaction between enterprises and their customers is critical. An end-to-end RCS solution becomes indispensable, enabling enterprises to deliver both promotional and transactional messages that capture customer attention. This capability directly influences the read rate—a key indicator of message engagement and effectiveness.

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With Tanla's advanced RCS solution powering India’s leading telecom, enterprises have achieved transformative results, turning low engagement metrics into powerful growth drivers.

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What is a read rate?

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Read rate measures the percentage of delivered messages that are opened and read by the recipient. It is a key performance metric used to assess the effectiveness of communication channels like SMS, email, and Rich Communication Services (RCS).

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Challenge: Declining Read Rates

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By mid-2024, enterprises in the ecommerce industry faced a major hurdle with RBM. Despite ongoing promotional campaigns, read rates dropped steadily, reaching a low of 33.07% in July from 34.3% in June. This decline highlighted a growing disconnect between the messages sent and customer engagement.

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Tanla and the telecom partner together formulated a robust strategy to:

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• Reverse the declining read rates and restore customer trust.

• Integrate transactional traffic into its messaging portfolio to drive engagement and value

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The Solution: Tanla and India’s Leading Telecom’s Dual-Pronged RCS Strategy

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Tanla and the telecom partner implemented a comprehensive RCS solution tailored to address challenges for the enterprises in the ecommerce industry:

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• Optimized Messaging: Leveraging advanced analytics and AI-driven insights, the platform ensured messages—both promotional and transactional—were structured to maximize relevance and visibility.

• Transactional Traffic Enablement: Tanla transformed RCS from a promotional-only channel to one that seamlessly integrated transactional messaging, significantly expanding its scope.

• Real-Time Monitoring: Continuous performance tracking allowed the telecom partner to refine its messaging strategy dynamically, ensuring sustained engagement.

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An enterprise operating in the quick commerce ecosystem, faced declining read rates despite a consistent flow of communication. After adopting the telecom partner’s RBM platform with Tanla's RCS solution, they achieved a growth of 19%, showcasing the platform’s ability to drive sustained engagement.

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The Impact: A Success Story in Numbers

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Tanla’s partnership delivered measurable, impactful results:

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1. Recovery and Growth in Read Rates:
   The dip in read rates was reversed, leading to steady improvement from 33.2% in July 2024 to 49.97% in November.

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This recovery showcased the power of personalized, customer-centric messaging strategies in re-establishing engagement.

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2. Explosive Growth in Transactional Traffic:
   From 0% in April 2024, transactional traffic surged to 22.3% by November, and 61.4% by December, becoming a critical driver of customer interactions.
   

3. Achieving Scale:
   By December 2024, Tanla’s overall RCS traffic surpassed 1 billion messages in a month, with 61.4% attributed to transactional messaging. This milestone underscored the scalability and reliability of Tanla’s platform.

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Why Read Rates Matter

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High read rates are more than just numbers—they reflect the success of a communication strategy:

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• Customer Trust: High read rates signal reliability and strengthen relationships.

• Actionable Engagement: Increased likelihood of customer actions, from purchases to transaction verifications.

• Sustained Growth: Ensures communication quality and long-term customer retention.

Transforming RCS into a High-Impact Channel

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Tanla’s RCS solution enabled the telecom partner to not only solve its immediate challenges but also pioneer a new standard for RCS as a transactional and promotional messaging channel.

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Key achievements included:

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• Increase in read rates from 33.07% in July to 36.59% in November, a growth of 10%.  

• The introduction and growth of transactional messaging, contributing 61.4% of traffic by December – a paramount growth.  

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This success story highlights the potential of combining innovative technology with a customer-first strategy. The Tanla’s RCS platform in collaboration with  India’s telecom proved that impactful communication isn’t just about delivering messages—it’s about ensuring they’re seen, trusted, and acted upon.

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