Recently I learned how to create an RSS feed on a client’s web site. Although I’ve used RSS for years and even set up many BLOGs and forums with built-in support for RSS, this was the first time it made sense to add a custom RSS feed for a particular page that was not part of a BLOG or forum. For those of you who don’t know what this is… RSS, often dubbed “Really Simple Syndication” and first introduced by Netscape in 1999, lets people subscribe to news and other types of content that update frequently. The protocol allows people to add feeds to their reader or aggregator, which can be web-based, desktop-based, or mobile-device-based (I use Apple’s Mail program). A really good explanation (in non techno speak) can be viewed here.

Some might consider this a dead technology – part of Web 1.0 – but, I and many others disagree. RSS usage never really took off, probably because of lack of understanding by the general public. Surveys show that RSS usage peaked in 2008 at around 11% and has dropped to 9% since then. It remains a great tool for those who want to manage the information they receive. I use my RSS feeds to get job status updates from my printer and to get notified when a new post is made on my neighborhood’s forum. Email is one popular way to get this kind of information, but has many drawbacks.

As for my client’s needs, the idea to use RSS came to me while reviewing statistics in my bulk email program. The fact is, really good email campaigns can only produce about a 40% open rate (and falling daily), while doing everything right; using only opt-in addresses, following anti-spam guidelines, ensuring optimal HTML compatibility across most email programs, etc., etc. – How do I close the gap? It’s one thing to update a web page and keep content pertinent and fresh, but you can’t predict when (if ever) the people you are trying to reach will go there. With email, many people will simply not read the message for various reasons in or out of their control. If I rely on Facebook alone, I alienate everyone who is not connected through THAT channel. Simply put, there is not a single channel of communication that will reach 100% of the target audience.

RSS is just one more way to increase the likelihood that the right person will read the message at the right time. It remains a valuable tool to help us stay connected with our readers, customers, friends, family, or whomever. The fact is, everyone seeks and digests information in many different ways. If you think you could benefit from a custom RSS feed, please let me know.

Filed under: Business