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RSS-to-Email Campaigns: Deliver Regular, Valuable Messages to Your Audience

by Jason Unger, Founder

Let’s bring together a few different ideas we’ve talked about so far.

Number one: people are not going to come to your website unless you tell them to come.

Number two: email marketing is anything but dead.

Number three: you need to create valuable content to ensure your customers/audience engage with your products and services.

There are plenty of ways to deliver content to your customers, but one of my favorites is via RSS-to-Email. Quite simply, RSS-to-Email takes the content you post on your blog or website (via the built-in RSS feed, which WordPress offers out of the box), automatically inserts it into an email template you’ve built and sends it out to your mailing list on a regular basis.

So once you’ve built up your mailing list and are producing regular content, you can get it in front of your readers without them needing to remember to come to your site.

RSS-to-Email services are provided by a number of web services, including my favorites Mailchimp and Feedblitz. The great part about these services is you can customize your email template, so you can include your company’s branding, links to other important content, advertising if appropriate, and more.

Check out the below example of an RSS-to-Email campaign for our clients at Don’Kay Designs. So you understand, every time they add new products to their catalog (which normally get done in batches of 5 or so), a new product email is sent out to their email database with pictures, descriptions and links to those new products. There’s also information on distribution, social media integration and even links to older products.


Let’s go over some of the benefits here:

  1. You’re delivering quality content to your customers. You’re giving them a reason to come to your website and check out your latest offerings.
  2. You’re putting the message in their face. You’re telling them to come – not hoping they somehow show up. And you’re doing it with a proven outreach method.
  3. The emails are going out automatically; there’s obviously benefits to hand-crafted marketing messages, but with this content, you don’t need to worry about developing an individual email each time you’re ready to send.
  4. Your messages can include related content. Because you’re working with an HTML email template, you can reinforce your messaging and marketing efforts and brand the content as your own.

If you’re producing regular content, get it out to your customers on a regular basis. It’s a no-brainer.

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About Jason Unger

Jason Unger is the Founder of Digital Ink. He built his first website on Geocities, and hasn't looked back since. Digital Ink tells stories for forward-thinking businesses, mission-driven organizations, and marketing and technology agencies in need of a creative and digital partner.

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