Marshall Kirkpatrick » RSS yields most action: Geffen Records to leverage FeedBurner
Good analysis of how Geffen is leveraging FeedBurner feeds on their site, offering end consumers a better way of staying up to date on their favorite artists than the old “newsletter” email approach.
Not only do these RSS feeds avoid the spam-filter problem of marketing email, they actually get more reaction
In a post on the FeedBurner Blog, Rick (from Feedburner) notes:
Geffen’s early trials proved that feeds were the marketing tool that garnered the highest conversions. Feed subscribers were four times more likely to take action (e.g. download wallpaper, play audio/video clips, sign up for a message board, etc.) than those reached through more traditional methods. Recognizing the growing audience that will no doubt follow the launch of the next generation of browsers, Geffen wanted to lay the groundwork for a company-wide embrace of feeds to ensure they’re able to leverage this new medium.
Couldn’t have said it better myself. Customers are looking for a way to stay up to date on your products: where’s your RSS feed?
