RSS: The E-Mail Marketing Killer?
In his column at Kliks.com, Derek Harding indicates several reasons why e-mail marketing is not currently facing any serious competition from RSS.
According to Harding, the promotion of brands through RSS feeds, if we talk about mass marketing, is still inferior to e-mail for most of the points and for what reasons:
- by its nature, RSS is not likely to be suitable for pull-promotion strategies, it is not Push technology. The subscriber always decides when to read, subscribe or unsubscribe.
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- Subscribing to RSS for the uninitiated can be extremely difficult, which makes the target audience limited and closes the door to the most massive segments before RSS.
- Usually users use RSS to read news, blogs, podcasts, etc. Advertising does not interest them. E-mail, in turn, falls into the inbox, which the user already reads.
Therefore, for marketing use of the RSS, the keyword is “performance”. You can successfully use this medium for highly targeted audiences and only when the content of your stream matches what the user usually reads. That is, RSS advertising should be as contextual as possible, otherwise the representatives of the target simply will not subscribe. So e-mail marketing is still safe :)
Sourse:
ClickZ.com
by Derek Harding
According to Harding, the promotion of brands through RSS feeds, if we talk about mass marketing, is still inferior to e-mail for most of the points and for what reasons:
- by its nature, RSS is not likely to be suitable for pull-promotion strategies, it is not Push technology. The subscriber always decides when to read, subscribe or unsubscribe.
')
- Subscribing to RSS for the uninitiated can be extremely difficult, which makes the target audience limited and closes the door to the most massive segments before RSS.
- Usually users use RSS to read news, blogs, podcasts, etc. Advertising does not interest them. E-mail, in turn, falls into the inbox, which the user already reads.
Therefore, for marketing use of the RSS, the keyword is “performance”. You can successfully use this medium for highly targeted audiences and only when the content of your stream matches what the user usually reads. That is, RSS advertising should be as contextual as possible, otherwise the representatives of the target simply will not subscribe. So e-mail marketing is still safe :)
Sourse:
ClickZ.com
by Derek Harding
Source: https://habr.com/ru/post/62/
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