How to Use a Mailing List for an RSS E-Mail Campaign

Use RSS campaigns to stay connected to customers.

E-mail marketing is an effective way to stay in touch with customers. There are countless ways to use e-mail marketing; today we’ll focus on RSS campaigns, which are automated to send fresh content from your website to your mailing list.

Many small business owners struggle to keep their mailing lists engaged between product launches and special offers. An RSS e-mail campaign is an excellent way to add content to your website on a regular basis and keep your mailing list active by sending that content to your subscribers.

What is RSS?

RSS stands for Really Simple Syndication, more commonly referred to as a feed. Consider a blog, podcast, or YouTube channel. The contents are a collection of posts, audio recordings, or videos that get published into an RSS feed that can stream content to various apps and devices. RSS can also be used to create aggregates, collecting various feeds into a single stream.

E-Mail Marketing Service Providers

E-mail marketing services provide the tools you need to build a mailing list and then send campaigns to your subscribers. Most e-mail marketing providers offer a free trial period or a free package with limited features.

Scribizzy’s preferred e-mail marketing service is Mailchimp. In addition to code that embeds sign-up forms on your website, Mailchimp offers robust tools for setting up a wide variety of e-mail marketing campaigns, including RSS campaigns that are fully customizable and automated.

How RSS Campaigns Work

Every website that includes a blog section also comes with an RSS feed. It’s usually the URL (address) of your website with /rss or /feed at the end. Using the address of your RSS feed, an e-mail marketing service can check your blog to see if there are any new posts. It then collects the new posts (or excerpts of posts) into an e-mail and sends it to members of your mailing list.

E-mail marketing campaigns, including RSS campaigns, are pre-scheduled; you can set up your campaign to check your site and send its content to your mailing list once a day, once a week, or once a month.

The e-mails that go out to your list are customizable. Take a look at the customized and automated RSS e-mails I created for my blog, Writing Forward:

These e-mails go out as a weekly digest every Tuesday and contain excerpts from any posts that were published throughout the previous week with links so recipients can click through and read the full posts (there is also an option to include full posts within the automated e-mails). As you can see, the e-mail is completely customized, allowing me to align the design with my brand and include key content that I want to share with my subscribers.

The header depicts Writing Forward’s logo and tagline, and the sidebar includes links that allow subscribers to share a web-based version of this e-mail via social media (Mailchimp generates the web-based version). The sidebar also promotes my latest book with a link that takes readers to a page where they can learn more about it and purchase it. The text and colors are fully customizable, which is excellent for keeping e-mail campaigns aligned with the aesthetic of your website.

Scribizzy’s RSS campaign is much simpler; contrasted with Writing Forward’s campaign, you can see just how customizable these RSS campaigns are:

Benefits of an RSS Campaign

If you’re already blogging, an RSS campaign is essential. It gives your readers the option to receive e-mail notifications and links to your latest blog posts. If you’re not blogging, maybe it’s time to reconsider. The blog functionality on a website can be used in a variety of ways — from sharing tips and ideas to announcing product launches and special offers.

This results in a steady stream of new content for your customers with the added benefit of giving your website a boost with search engines. Even monthly updates can keep your website healthy and help you maintain a steady flow of business.

Scribizzy offers a full suite of online marketing services, including e-mail marketing and RSS campaigns. Contact us to find out how we can help you leverage RSS e-mail campaigns to benefit your business.

About Melissa Donovan

Melissa Donovan is a website consultant and copywriter. She is also the founder and editor of Writing Forward and the author of over seven books.

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