Let’s face it, all any direct marketer wants is to get messages out to people who will find them most relevant. E-mail is one way to reach an audience, provided you can sidestep spam filters and other gatekeepers.
With RSS (Really Simple Syndication), readers can filter content directly to their desktops. Direct recently talked about how DMers can benefit from using RSS feeds with Rok Hrastnik, international Internet director of Ljubljana, Slovenia-based Studio Moderna Group, which operates in the United States and 19 Central and Eastern European markets.
A site like Amazon, for example, could use RSS to offer information about a product such as a tablet PC, linking to video demos on YouTube, user reviews on Epinions and expert reviews on ZDNet. But, Hrastnik stresses, keep the customer’s needs front of mind.
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