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How to Use RSS Feeds

Want to make sure your marketing message doesn't end up in your customers' spam folders? Get the word out with an RSS feed.

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This story appears in the February 2006 issue of Entrepreneur. Subscribe »

RSS isn't just for news junkies. Creative marketers are feeding readers everything from special offers to product promos--without risking a trip to the junk-mail folder. And this in-the-know audience is more likely to research products for purchase online--40 percent of RSS users do research online, whereas only 18 percent of non-RSS users do, according to Forrester Research's "Consumer Technographics 2005 Benchmark Study." How can you get your product in front of these hungry shoppers?

E-mail spam has ignited RSS adoption because RSS is 100 percent opt-in. Users subscribe to a reader such as Bloglines, Newsgatoror Pluck, then choose the feeds they want to receive--no spam allowed. And although Forrester estimates that only 2 percent of U.S. adults use RSS, this number is climbing quickly.

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