For the Time Being Use "Push" and "Pull"
If you've read any of my latest riffs, you know I've joined the chorus of bloggers who are declaring email marketing's demise. Being an email marketing administrator by profession, I take no real joy in saying that. However, all signs point to the obvious.
Even the company that provides the email management software I use, Lyris, has added RSS feed technology as a compliment to their broadcast email program, Listmanager.
However, we are between the "now and the not yet" so far as a transition between these two technologies is concerned. It's not a black and white issue. For now, there is a grey area, and it's in that area that I believe we ought to place our focus.
We need to use the "push" technology that is email. Fraught with problems though it is, email is still the app of choice for most marketers.
But, to use push technology and not compliment it with the "pull" technology of RSS content syndication is to place oneself behind the technology curve. A curve that is shifting away from email and toward RSS.
If you're using email marketing currently, don't stop. Just add RSS feeds to it. Throw in a blog for good measure too!
Radiant Marketing Group
in Business Blogging, Email Marketing, Marketing Strategies, Weblogs
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Reader Comments (2)
Just having a look around and I noticed this post.
I couldn't agree with you more. RSS is the future, especially once it becomes seamlessly integrated into the major email programs. But we are still a ways away from that happening, and what do you do in the meantime? Email is the only answer I know of to reach out to your customers and contacts, remind them about what you have to offer, and generally communicate with them.
And let's face it, right now only the early adopters are using RSS. It's going to take 24 months in my view before RSS starts making headway in the mainstream public. But it's moving fast -- I'm amazed at how quickly even the big sites are picking up on RSS.
Nice blog.
- Anita Campbell
Paul