ELEKTRONIKPRAXIS column: Part 014: How to boost your e-mail marketing with RSS feeds


RSS feeds are another way for companies to disseminate their news in addition to newsletters. Sanjay Sauldie, an expert in internet marketing, shows the advantages of RSS feeds for internet users and providers and what companies should bear in mind when offering content subscriptions on their website.

Would you like to know at all times when new articles are published on an interesting website? Then you might want something like a "newspaper subscription" for your favourite websites. Traditionally, you have subscribed to a newsletter. The site operator sends news to your mailbox by e-mail.

But: do you perhaps see "Please do not post any adverts" on your letterbox more and more often? And, hand on heart - do you really read all the newsletters? This is the reason why RSS is becoming increasingly important alongside newsletters. Especially because the legal situation regarding the sending of e-mails in Germany is becoming more and more entangled. Some address dealers have an absolute problem with this.

RSS allows web users to subscribe to news from websites and receive it on their computer. Just give it a try:

Click on: iROI RSS Feed and you "subscribe" to my content like you would to a newspaper. As soon as I write a new article, you will automatically receive a message. It is interesting to see whether your website also offers others the opportunity to subscribe to your content or not.

RSS is included free of charge in almost every CMS

ATTENTION: some companies like to "sell" you this service on the website for expensive money, although today it is included for free in almost every content management system, e.g. in typo3 or wordpress. The RSS feed only needs to be activated. One click is often enough! If you are unsure, talk to me, I will help you design a real RSS strategy.

This allows you to automatically import your content from others and present your message to a very large number of people. Isn't that great? If you want to automate your marketing, we should talk about it, that's what the internet is for!

Integration of e-mail marketing and RSS technology

With RSS feeds, you can give email marketing a new impetus. To do this, RSS feed providers should try to generate newsletter subscribers from their RSS subscribers, who are usually anonymous. This is achieved by redirecting the RSS feeds to specially prepared pages and pointing to the newsletter there!

The art of internet marketing is to use marketing tools in such a way that they reinforce each other in their positive effect and do not cancel each other out. Unfortunately, this happens very often in the B2B sector. Here, things are simply tried out without any structure or strategy, which then cancels out the previous marketing.

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Sanjay Sauldie, born in India, grew up in Germany, studied mathematics and computer science at the University of Cologne, did his Master of Sciences (M.Sc.) at the University of Salford (Manchester, UK) on digital disruption and digital transformation (2017) and was trained at EMERITUS (Singapore) in the MIT method of design thinking (2018). He is Director of the European Internet Marketing Institute EIMIA. Awarded the Internet Oscar "Golden Web Award" by the International World Association of Webmasters in Los Angeles/USA and twice the "Innovation Award of the Initiative Mittelstand", he is one of the most sought-after European experts on the topics of digitalisation in companies and society. In his lectures and seminars, he ignites a firework of impulses from practice for practice. He manages to make the complex world of digitalisation understandable for everyone in simple terms. Sanjay Sauldie captivates his audience with his vivid language and encourages them to put his valuable tips into practice immediately - a real asset to any event!

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