June 22, 2006, 12:00 AM

Use of RSS rising among marketers, a Jupiter survey finds

11% of e-marketers surveyed publish RSS already, while another 25% say they will add RSS within a year. Given issues attached to e-mail delivery, marketers should plan their RSS strategy now, says Jupiter.

Many companies are experimenting with RSS as a supplement to their email strategy – and that includes retailers and other online marketers. A new report from Jupiter Research, “Feed Marketing: Use of RSS as an Alternative Messaging Medium,” determined that 11% of e-mail marketers surveyed already publish e-mail marketing content in RSS feeds. Another 25% of those surveyed said they planned to do so within a year.


Responding to customers’ requests, the most-often cited reason for initiating an RSS feed, was mentioned by 30% of those surveyed. Increasing the subscriber base was cited as a benefit by 25% of those surveyed, while competitive pressure was mentioned by 10%. Overall, it’s being seen as an alternative to or a way to augment e-mail marketing, which faces increasing challenges from spam and security issues.


One challenge attached to RSS is that it’s not as easily measurable as click-through and delivery rates on e-mail are. Jupiter’s report suggests e-marketers address this by using the more readily measurable Individualized RSS, or IRSS, which addresses that issue.


Efforts by operating systems to incorporate RSS readers in future releases stand to accelerate the use of RSS among consumers, the Jupiter report states. “Marketers must begin to plan their RSS strategies now,” according to the report’s lead author, Jupiter analyst David Daniels.

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