Copyright 2005 Rok Hrastnik
Marketers are constantly asking if RSS marketing works and if this can be proved.
It's time to take a look at some real-life RSS metrics from real-life marketers. These will show you what kind of results you can expect to see from RSS.
I first presented this data at Syndicate Conference in New York City, first conference entirely devoted to RSS.
To make a point, we’ll take a look at RSS metrics from 4 different viewpoints, each demonstrating one facet of RSS marketing and a different way of capturing RSS metrics. This data combined will give you answer of whether RSS marketing is for you, as an addition to e-mail marketing, or not.
1. CLICK-THROUGH RATES FROM RSS FEED TO SITE: THE RSS AGGREGATOR SIDE
RSS statistics should be most relevant when coming from actual RSS aggregators and their vendors, since these people can measure precisely how their users are actually using RSS.
Customer Reader [http://www.customreader.com], who just recently launched a desktop RSS aggregator, which marketers can brand for themselves and then distribute to their readers, supplied us with their latest data. This data is based on 3,500 users of their brandable RSS aggregator and on last [two weeks ago] 48 hours of their reader usage.
The most interesting piece of data is 23% average CTR (click-through rate) from feed to site within last 48 hours, which proves that RSS works in terms of getting readers from outbout message to site. RSS users are actually clicking on RSS content!
Now, what is “feed-to-side” CTR? It simply means that 23% of end-users that subscribe to various feeds, clicked at least once on one of content items in feeds they are subscribed to.
2. CLICK-THROUGH RATES FROM CONTENT ITEM TO SITE: THE RSS SOLUTION VENDOR SIDE
Considering different RSS metrics systems and fact that no marketing tool whatsoever can be measured 100% precisely from outside tracking service side, seeing stats from RSS solutions vendors is important as well.
On this end, some basic stats were supplied from SimpleFeed [http://www.simplefeed.com], providers of one of more advanced RSS marketing solutions.