RSS Helps Currency Trader Boost Clickthroughs

RSS feeds in e-mail newsletters are helping Forex Capital Markets (FXCM) push relevant information to currency speculators in foreign exchange markets, boosting clickthroughs and page views.

The newsletters are part of an integrated marketing plan which also includes online banner ads, a sales team and direct mail campaigns inviting prospects to sign up for a demo where they can trade using play money, says Ross Soodoosingh, e-mail marketing manager of the Dallas-based company.

The Web-based currency trading forum has an international client base of 100,000 accounts, mostly individuals. FXCM has worked with Eloqua on its RSS and e-mail initiatives for about a year and a half.

"RSS allows us to put dynamic breaking content into e-mails," notes Soodoosingh.

The RSS feeds are featured in FXCM's daily e-mail newsletter, as well as other e-mails featuring news and research content. Eventually, the company plans to customize the RSS feeds for different segments, such as speculators interested in the U.S. dollar or the Euro.

The ROI of the RSS efforts is being tracked by what people are clicking on and viewing. An increase in clickthrough rates has been seen since RSS was incorporated earlier this year.

FXCM offers several different levels of accounts, including a $100K account, which requires $2,000 to open; Euro, Pound, Canadian dollar and Yen accounts; and managed accounts.