As we’ve explored in previous blog posts, sometimes creating content for your marketing campaigns can be a grind. It’s challenging to develop new and original topics that the people on your email list will find valuable. But you need to make consistent and frequent contact with your clients whether there’s content or not. Sometimes it’s easy to find something to share. However, other times, it can be like pulling teeth. That’s where an RSS feed can come in handy.
What is an RSS feed?
RSS stands for Really Simple Syndication.
According to Wikipedia, it “…is a web feed that allows users and applications to access updates to websites in a standardized, computer-readable format.”
Let’s put the technical jargon aside. What it really does is aggregate information from multiple websites in one spot.
How does an RSS feed help me?
Imagine you want to keep up to date on cryptocurrency. You could check sites like Bloomberg, CNBC, CNN, Forbes, and other websites every morning to find out the latest news. But that takes time. You have to navigate to each site. Search for cryptocurrency articles. Then read them.
Your other option is to set up an RSS feed. When you do, you can collect articles on cryptocurrency in one place. Now, when you wake up, you go to your RSS feed, and all the latest articles from Bloomberg, CNBC, CNN, etc., are there in front of you.
It’s a one-stop-shop.
How does an RSS feed help with email marketing?
The cool thing is, this doesn’t just have to be for you.
You can create an RSS feed that aggregates all the news you think would be important to your email list.
With a few clicks, you can create an email automation to send that new industry news to your email list.
How do I use an RSS feed with my automated emails?
One of the easiest and most common ways to use one is with automated emails is through what’s called a “triggered campaign.”
In this kind of campaign, your RSS feed is checked on a schedule, whether that’s once a week, biweekly or monthly.
If the automation finds new content in the feed, it sends an email to your email list and includes that new content. If the automation does not discover new content, no email is sent.
The whole process starts over again at the next scheduled interval.
What is the benefit of using an RSS feed with automated email newsletters?
The benefit of this type of automated email is that you’re offering value to your customers without spending a lot of time creating that value.
After you set up the RSS feed, the automation takes care of the rest. Now you’re emailing the clients on your list news they can use.
You’re giving them free knowledge.
(Tip: Be sure your email is included in the email list so you can see the exact emails that your list is receiving.)
RSS podcast feeds are not the same
The RSS feed for text or news is not the same as the RSS podcast feed, so do not get them confused.
While they work in similar ways, they provide very different services.
The RSS podcast feed is designed for one podcast. According to the site Castos, “A podcast RSS feed contains information about your show and its episodes. When each new episode is published, it passes that information to podcast directories, like Apple Podcasts or Spotify. The updated RSS feed allows your listeners to tune into each new episode as it premieres and access all back catalog content.”
In other words, this is how you make sure your podcast is available across all platforms.
Marketing is all about touchpoints. It’s about how many times you can offer meaningful interactions with clients and potential clients. The more positive touchpoints you create, the more likely you are to have a repeat client.
Email marketing through the use of an RSS feed is designed to create consistent positive interactions. They help build a foundation of trust, reliability, and knowledge that your client can rely upon.
Written by Erika Towne