Back to Basics: E-Mail Marketing & RSS

With 93% of all American adults using e-mail as their primary online communication tool, any content distribution strategy will need to include e-mail marketing solutions. So it is no wonder e-mail subscriptions for blogs and other sites are important and need to be optimized.

Three features any e-mail marketing system should have:

  • RSS Feed driven newsletters,
  • support for CRM sy

    stems and
  • a flexible API that allows access to the open/click statistics per subscribers.

Among the many companies offering e-mail marketing services, I have only found one that has all features and then some. We looked at Feedblitz, JangoMail, Constant Contact and MailChimp. Our clear favorite, (and, we are not getting any money from them or other perks), is MailChimp. It is easy to use – very important for our clients -, it offers back-end integration with a reliable, extensible API, and offers integration with major CRMs, such as Salesforce, Highrise and Batchbook. The flexibility is quite impressive. We have built various web sites that integrate via the API. Our site registration process synchronizes the MC subscribers list, and allows access to open and click statistics per subscriber. We have published our API Wrapper for Coldfusion as open-source, to remove barriers for other developers to use the system.

With MailChimp you can manage an extensive action and reaction history with your contacts. You are able to target specific groups of subscribers, and be more flexible in managing relationships. The closer you are able to target your communication, the higher the probability is that your service suits your recipients needs. We embraced MailChimp wholeheartedly after they also allowed for RSS driven campaigns to automate notification of your lists of updates on your blog. We have integrated quite a few news pages with MailChimp ,and our clients have been very happy with the outcome and the increased traffic to their websites.


Examples for an RSS feed campaign in Mailchimp

 

Examples of an RSS Feeds campaign in Feedblitz

 

Examples broadcast e-mails


Posted by Birgit Pauli-Haack

Since 1998 Birgit Pauli-Haack has worked with nonprofits as a web developer, a technology strategist, a trainer and community organizer. She founded Pauli Systems, LC in 2002, now a team of six. It is a 100% distributed company. Since 2010, her team has used WordPress to build new nonprofit sites and applications. In her spare time, Birgit serves as a deputy with the WordPress Global Community team, as a WordPress Meetup organizer and a Tech4Good organizer.