Any marketer interested in using RSS should read this article. Any marketer who is not interested in reading this article should be fired - you’ll have to read it to know why.

Courtesy of Steve Rubel.

Technorati : Marketing, RSS

There has been some recent news about email service providers (ESPs) adding RSS functionality to their email marketing tools.   Details about the actual implementations seem to be sparse but I can only imagine two ways to implement this.

1) Add the ability to publish an RSS feed and track the click throughs a la Feedburner
2) Add the ability to take your RSS feed and publish it in a newsletter a la adrants

I don’t see a real value in option 1 as syndicating content into RSS is fairly simple and doesn’t require an email marketing tool to achieve.  I do see a real value in option 2.  If you review Yahoo’s white paper on RSS adoption, you’ll find RSS is far from mainstream (granted it is from October of 2005).  Providing your valuable content in only a format that has not hit critical mass is a waste of content.  By providing content in multiple formats you give your customers and prospects the option to consume it how they want, when they want.