The scene opens to (ahem) a bright, young marketing account manager, face lit by the glow of her computer monitor. An olive green blanket is wrapped ‘round her legs, as it’s nearly summer, to fight the Arctic Tundra winds of the AC.* A phone is propped up on the Kleenex box before her, allowing her hands freedom to navigate those Interwebs at a moment’s notice. On the screen is the client’s monthly eNewsletter template. The account manager begins her spiel…
Client: Oh, wow! That looks really great!
AM: Yes, we’ve pulled in your branding here in the banner at the top as well as provided your contact information at the bottom, in the footer. If a viewer were to see your message on their mobile phone, the telephone number is a live link that would connect a call to you directly.
Client: Excellent. Ya know, the text in the footer is a little bit difficult to read. Is it possible to make that a different color?
AM: Certainly, I believe we can do that. The great thing about this is it’s an RSS-driven eNewsletter and the layout is mobile-friendly, so your message will properly adjust to whatever size of screen is in use. Your team will also be given access to upload new subscribers each month to your mailing list and you see your stats after each mailing, so you know how many people open your eNewsletter, click on the links inside or unsubscribe.
After a little more discussion about these excellent features as well as a few more color tweak requests, that’s when I heard it. The question:
Client: Uh, I’m sorry if this is a silly question, but, umm, what does RSS-driven mean?
The call falls silent. The account manager can hear her heart beating. Thud-thud… Thud-thud… dun-Dun-DUN!! (Cue murder-mystery-thriller music)
Ok, that last part was just to add a little drama to the scene. But really, that isn’t a silly question at all!
What does RSS stand for? What does it mean for you and your monthly eNewsletter? And why do account managers think this is such a good idea?
I know what it looks like on our end here at Integrity, but wanted to dig a little deeper and find out more with some help from HubSpot.
Today, we are in the information age. Likely, you are actually overloaded by the amount of information to which you have access. But before social media became our resource for news, people spent time navigating and checking in on numerous different websites until someone thought, “What if there was a way to have new content – only the stuff that I haven’t read before – directly delivered to me, instead?” Sound interesting?
Here lies the beauty of RSS.
Referred to as “Really Simply Syndication,” RSS takes the articles and other information online and formats them in a similar way and organizes it all into categories. Avid learners can then use an RSS reader and sign-up to receive particular bits and pieces of information that are of most interest. Basically, you’d get all the up-to-date, breaking news you want fast, in one spot, sans the searching around multiple sites.
As Hubspot posted in a later blog that the popularity for “residential” RSS use waned a bit with the death of Google Reader and the increase in available news on social media platforms, there are still benefits to “commercial” RSS use.
For example, here at IMS, we, too, publish new information in the form of articles that interest your estate planning or elder law clients and prospects. When we do publish a new article, once per month for the eNewsletter, your eNewsletter template is automatically notified of the new information!
Why do account managers think this is so great? Because your eNewsletter will be beautifully and fully visible on all types of devices and screen sizes! And, honestly, it reduces the possibility of any copy and paste errors, as well as saves our team some time so that we can assist you in other marketing areas! Not to mention, this new set up allows you direct access to upload new subscribers and see how well the most recent monthly mailing was received.
If you are interested in more information about RSS-driven eNewsletters, feel free to visit our website today.
Reference: HubSpot - "Understanding RSS: A Quick Guide For The Insanely Busy Executive"
*Rest assured, I’m grateful for the blessings of an office with both heating and air conditioning! It does seem to happen that office temperatures are rather drastic, no matter where you go, described perfectly by someecards.