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eMarketing - RSS

RSS (Really Simple Syndication) is a way to deliver (push) regularly changing content directly to people who have expressed an interest in it. At this time, the most common use of RSS is delivery of subject-specific news headlines and stock market updates. For most banks, RSS is an untapped distribution channel.

Why RSS?

In today's competitive environment, marketers must rely on a multi-channel approach to get their messages to the market. RSS-a spam-free, opt-in channel-enables you to connect directly with your customers to provide them with specific information they have requested. It also allows you to narrowly segment your customers. This means you can craft and deliver offers designed for individual customer segments, increasing the likelihood that they will respond. RSS can also positively impact search engine optimization of your website. If your RSS feed contains good content, it may be picked up and displayed on other websites. Search engines register the inbound links to your site, which increases your search engine visibility.

How Can a Bank Use RSS?

There are a lot of potential uses of RSS for banks. These include product and service feeds that contain special offers, distribution of press releases, promotion of the bank's community relations and charitable activities, promotion of financial education resources and activities, and communication with shareholders. Your use of RSS as a distribution channel will depend on your market strategy and the audiences you are trying to reach.

Three Keys to RSS Success

1. Content
   Give your subscribers what they want. In other words, make sure your content is worthwhile. With RSS, the subscribers are in control. They can opt out at any time, so make sure you provide them with quality content.
2. Segmentation
   Segment your feeds to ensure that your subscribers receive only the content they have requested and expect.
3. Patience
   Because RSS is 100% opt-in, it will take time to build your subscriber base.