E-Mail-Marketing versus kostenpflichtiges RSS

Steve Outing erläutert in einem spannenden Artikel ein RSS-Business-Modell. Es könnte sich gegenüber bisherigen E-Mail-Marketing-Ansätzen durchaus als attraktive Alternative erweisen.

Seine Argumente haben meiner Meinung nach auch heute nicht an Bedeutung verloren:

"Many e-mail publishers today remain afraid of RSS, suggests Pirillo, but there's little to fear. He points out that the business model of e-mail publishing doesn't really change using RSS. Readers still see the same ads, and the same content and design/layout that they would in receiving an HTML newsletter -- assuming that they find your site's headlines and blurbs worthy of clicking on to see full content.

Some publishers are even embedding text advertising within the headline/blurb sets that RSS users see initially in the RSS aggregator software (prior to clicking to see the full content).

And just as there are paid e-mail newsletters, so too can there be paid RSS news feeds. The only caveat there is that paying subscribers to an RSS news feed must use an RSS aggregator that supports authentication (that is, a log-in name and password to gain access to the content).

Pirillo emphasizes that a big advantage of having RSS subscribers is that they are less costly to maintain. Unsubscribing from an RSS feed is simple. Unsubscribing from an e-mail newsletter in theory is simple, but often is not because a subscriber may have changed e-mail addresses and not remember -- thus having to call for support in order to unsubscribe. From a business perspective, it's far cheaper to have 100,000 RSS subscribers than the same number of e-mail ones."

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