How to Talk to Customers About RSS
While growing at a staggering pace, RSS usage is still relatively new to many online users, and the benefits of signing up to receive RSS feeds must be carefully explained—even promoted.
As with e-mail registrations, you should prominently advertise your RSS feeds on your Web site. In fact, any place where you ask for an e-mail address also is an appropriate location to let visitors know about the availability of your feeds. For example, Web site visitors who wish to register for Silverpop’s e-newsletter can choose to receive it via e-mail or RSS.
But you can’t just add a link to your homepage and think your work is done. Instead, implement a mini-educational campaign to explain to your visitors what RSS is, the content they’ll receive and how simple it is to sign up. Include a link to RSS readers to make the process an easy one.
There’s no need to get into the details of how the technology works, anymore than you’d feel obliged to offer consumers details about the technical elements of e-mail. Sell the benefits of the content consumers will receive rather than diving into the details of how the communications channel works.
Lead customers to a subscription or registration page much as you would a preference center for your e-mail marketing campaigns. It’s your opportunity to gather information that will help you provide users with the type of information, promotions and alerts in which they’re most interested. The types and depth of information you request should be based on the business goals you wish to achieve through the feeds. The real power of RSS marketing lies with new technologies that allow marketers to deliver customized, personalized content that leads to true one-to-one communications.
The effort to provide and promote RSS feeds is certain to pay off. The dependable delivery of your messages and the potential to enhance customer loyalty are all very good reasons to begin talking about RSS today.