RSS vs Email: Its Not An Either-Or Question

If you've been getting caught up in all this talk of RSS versus email, its time to stop wondering.

Marketing Sherpa just posted a new report that stirred up the old RSS vs Email debate again. http://www.marketingsherpa.com/sample.cfm?contentID=2988

The report starts out by stating, "It chills our blood when we hear email marketers and publishers blithely state, "I'm thinking about switching over to RSS entirely!" Oh no. Please don't. RSS is worthy of testing, but it's not an email replacement and it never will be."

A report in Jupitermedia titled "E-Mail Marketing: Alive and Well" notes, "RSS won't be immediately effective as an alternative to e-mail marketing. (But) for some companies (primarily publishers who cater to a technical audience), it's sensible to press forward with RSS now as a supplement to e-mail marketing." http://www.jupiterresearch.com/bin/item.pl/research:concept/1103/id=96103/

A lot of people think this debate has been going on for long enough. RSS is NOT a replacement for email. It does not (and may never) rival the marketing reach and immediacy of an email message.

Those who've been mourning the death of email marketing don't seem to "get" the fact that RSS hasn't reached the tipping point yet. More people read email than RSS feeds ? many more.

I believe that a smart publisher or marketer must use both - Email and RSS. Its not an either/or question.

I know for a fact that my blogs get read more when I send out an email with a "blog post roundup." I personally prefer email and tend to read those blogs more frequently that use email notification.

But the news is not all good for email marketing. According to DoubleClick, 64.7% of all legitimate email being sent (based on their own customers' stats) is never opened. Email delivery is cited as the #1 email marketing headache.

The good news is that email marketing has a terrific Return on Investment (ROI) bringing in $15.50 per dollar spent on a campaign according a report in Email Sherpa. http://www.emailsherpa.com/emailblog.cfm?ID=360

That $15.50 per email-marketing dollar spent is roughly 17% more than in direct-mail campaigns and 73% more than telemarketing campaigns.

eMarketer reports that email is still a powerful marketing tool if used well in a new report, "Email Marketing: How to Improve ROI." http://www.emarketer.com/article.aspx?1003369

Some points it notes:

· 71 percent of US online advertisers used email marketing in 2004, while 77 percent using paid search.

· Despite spam and email overload 45 percent see email as a good way for companies to stay in touch with customers.

· Customer retention and increased loyalty is the main objective for email marketing among 63 percent of surveyed marketers

· 62 percent also see email as a way to acquire new customers.

· Email volume in the US is expected to rise from over 2 trillion message this year to nearly 2.7 trillion by 2007.

Even though both email spam and email delivery are on the rise, end-users are getting used to spam and it's bothering them less than it used to.

The Marketing Sherpa report also notes that 91% of US Internet users use email on a regular basis, while roughly 4% use RSS feeds on any sort of basis at all.

It suggests that publishers do test RSS, but recommends that they not treat RSS as "shovelware for email content" because it is a new medium.

Other disadvantages it notes for RSS publishers is the challenge of metrics.

"No deliverability, open rates, hard vs soft bounces. No a/b tests, no usability tests, no offer tests, no recency/frequency tests, and multivariable testing?"

"The kind of data that marketers and publishers rely on to make business, content, and marketing decisions for email campaigns is almost entirely lacking for RSS at this time," says the report.

So if you're wondering what you should publish - a blog or an email newsletter - I suggest you do both.

Or at least publish a blog with email notification built in. Remember, your list is still your most valuable asset online.

Keep either Email or RSS out of your marketing toolbox and you're losing out on a significant portion of your audience.

RSS has other advantages that email does not have - like being able to syndicate your content across the web. It can be a very useful tool for building link popularity - if you do it right.

As a marketer you do need to start brushing up on your knowledge of RSS and a good place to start is here. http://ebizwhiz-publishing.com/rss-blogging.htm

Priya Shah is the CEO of eBrand360.com. She writes the Marketing Slave blog and publishes an internet marketing newsletter.

This article may be reprinted as long as the resource box is left intact and all links are hyperlinked.

---

How To Create Gold With Email Promotions - Part 1

First make sure that the people you are sending your... Read More

New Realities for E-Mail Marketing

Spam e-mail is no longer the mild irritant it once... Read More

Build or Buy--Should You Build Your Own Opt-in Email List?

The easiest way to acquire an email list for your... Read More

4 Time-Saving E-Mail Tips!

E-Mail is still the most widely used Internet tool available... Read More

Direct Marketing Strategies for Holiday Email Promotions

Tis the season to leverage customer interest data for successful... Read More

10 Persuasive Triggers To Plug Into Your Ad

1. Most people want to win over others. Tell your... Read More

Real Estate Agents ? What Type of Content Should You Include in Your Newsletter?

One of the biggest concerns for Realtors who publish their... Read More

Reach Out and Slap Someone

I got my first email account way... Read More

What Do Your E-Mail Messages Say About You?

There probably isn't a business person alive who hasn't at... Read More

BlackList Monitor Gives Businesses Options to Ensure Opt-in Email Gets Through

Email may be fast becoming the preferred means of business... Read More

Twelve Tips for Successful Opt-in E-mail Newsletters

An opt-in e-newsletter is one of the most effective marketing... Read More

5 Quick Tips to Get Your Ezine Rolling in the Right Direction

Publishing your own ezine is critical to establishing a long... Read More

Using A Simple Idea to Target Your Audience

A wonderfully easy and free concept that many people seem... Read More

11 Creative Ways You Can Use Autoresponders

1. Pick 4 or more articles you've written that have... Read More

Email Marketing Losing Its Effectiveness? The Alternative Is Desktop Marketing!

You've heard of email marketing, but it isn't what it... Read More

5 Ways to Get Better Email Marketing Data Quality at Point of Collection

Adestra provide email marketing services to a host of UK... Read More

Autoresponders An Important Part Of Internet Marketing?

Setting up and using email autoresponders on your site is... Read More

Are Your Emails Being Heard

Yes, the headline is spelled right. What if you had... Read More

How You Can Automate Your Business Using Autoresponders

What is an Autoresponder?An Autoresponder is a program or service... Read More

Promote Your Products Without Annoying Spam Filters

How many times have you realized that your email simply... Read More

Internet Advertising: 20 Magical Ways To Convert Website Visitors to Subscribers

Do you publish an e-zine or newsletter? If you answer... Read More

EMail Newsletter Marketing Essentials

If Gutenberg were alive today he would be in publishing... Read More

How to Laser Your Email Messages

If you're in business and use email, you've likely learned... Read More

How to Develop the Email Marketing Mindset and Earn Thousands Every Month with Your Lists

Any business today, be it online or off needs a... Read More

Email Marketing - How Best To Manage and Distribute Your Messages

This holiday season 15 percent of consumers in the US... Read More

Why Does Nobody Visit My Web Site?

After endless hours of writing, designing and programming your brand... Read More

Choose Your Email Marketing Software Wisely

Successful online business can't be led without email marketing. Many... Read More

20 Ways To Increase Your Traffic And Sales Using Free Follow-Up Autoresponder Courses

An autoresponder course is a group of articles or information... Read More

The #1 Thing You Must Have Before Even Thinking About Building An Opt In Email List

It's not a website.It's a smart autoresponder and mailing list... Read More

The Ultimate Self-Promotion Tool Is Right at Your Fingertips: An E-mail Newsletter

If you're looking for low-cost ways to promote your business... Read More

E-Newsletter Layout: Add White Space to Improve Readability

White space in newsletters is like pausing in conversation. Take... Read More

How To Use Email Autoresponders to Boost Customer Loyalty

Your e-commerce website relies on its customers to become returning... Read More

Email: When You Dont Get a Response

The lack of an email response is an issue I... Read More