Friday, September 21, 2007
How E-mail Compliments RSS
Although I've been a big fan of the capabilities of RSS in driving traffic and keeping users engaged, it will never completely replace e-mail as a marketing or informational tool.E-mail is a constant companion that people are extremely comfortable with checking constantly and accepting e-mails from marketers. Reading an RSS feed is still an "other" activity for mos people, requiring opening a browser or application. To date the tools for RSS marketing trail e-mail, which is expected considering its relative immaturity.
E-mail marketing continues to flourish, according to a study by Whatcounts that shows increased use of e-mails triggered by activities. Which scheduled e-mails such as daily or weekly news have their place, but are being replaced by RSS. E-mail alerts about events or in response to customer activity stand out and can generate greater click through rates.
A new survey from Silverpop shows that marketers are doing a better job of promoting e-mail subscriptions on their websites and are creating more alert services. Also, e-mail marketer ExactTarget has written a white paper that outlines the benefits and pitfalls of transactional e-mail marketing.
Posted By John Gartner at 10:14 AM
Permanent Link: How E-mail Compliments RSS
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