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RSS Meets the Needs of Direct Marketers
Contrary to general opinion, RSS meets the needs of even the
most demanding direct marketer, actually providing most of what
e-mail marketing does, except for the strong push factor.
Most direct marketing reasons against RSS are in fact the
result of inadequate understanding of RSS by most marketers.
a] Scheduled and autoresponder messages
There are already a few services and software packages on the
market that allow for scheduled and autoresponder messages via
RSS feeds. Once your visitor subscribes to your special RSS feed,
he can receive a pre-determined set of messages in a specific
time frame, determined by you. Use these messages to welcome your
new reader to your RSS feed; thank your new customer after the
purchase, send him additional information about the ordered
product and give him the opportunity to buy an additional product
at a lower price tag a couple of days later, and so on.
b] RSS metrics
RSS can in fact be tracked: track anything from the number of
your subscribers, their reading habits, their reading frequency
to your click-through rates and activities after clicking-through
from your feed. This includes tracking which of your RSS feeds
are performing better, are more interesting to your readers and
drive more sales ... and the same for individual content
items.
c] Message targeting
Since RSS feeds can be dynamically generated on a per-user
basis, you can easily track the interests of your individual
subscribers and then target marketing messages directly to them,
making each message relevant to their needs and interests in
order to increase your sales success.
d] Message personalization
If you generate your RSS feeds for each individual user, you
can also personalize these feeds. Basic personalization includes
elements such as the reader's first name, while more advanced
personalization might include personalized content and product
recommendations and so on.
e] Data capture
E-mail marketers have already become experts at using opt-in
forms to get as much information from the prospect as possible;
the prospect's name, his interests, the current products he is
using, his current position in the purchase cycle and so on. RSS
can be used in the same way, giving your visitors access to the
RSS feed only after they've filled in a simple or complex opt-in
form. This can work with e-zine subscriptions, as well as forms
you require your visitors to fill in to either register on your
website or download your free report or whitepaper.
Good news for direct marketers is that these capabilities are
already available in many RSS publishing/marketing solutions,
available at very acceptable prices, accessible even to the
smallest companies.
Copyright 2005 Rok Hrastnik
Rok Hrastnik is the author of »Unleash the Marketing
& Publishing Power of RSS«, acclaimed as the best and
most comprehensive guide to RSS for marketers by leading RSS
experts. The complete guide on RSS for marketers: http://rss.marketingstudies.net/index.html?src=sa4
MORE RESOURCES updated Fri. April / 26 / 2024
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