RSS Works: Hard Metrics to Prove It
RSS Works: Hard Metrics to Prove It
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 the Syndicate Conference
in New York City, the 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 the 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 the last [two weeks ago] 48
hours of their reader usage.
The most interesting piece of data is the 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 the
outbout message to the site. RSS users are actually clicking on
Now, what is the “feed-to-side” CTR? It simply means
that 23% of the end-users that subscribe to various feeds, clicked
at least once on one of the content items in the feeds they are
2. CLICK-THROUGH RATES FROM CONTENT ITEM TO SITE:
THE RSS SOLUTION VENDOR SIDE
Considering the different RSS metrics systems and
the fact that no marketing tool whatsoever can be measured 100%
precisely from the outside tracking service side, seeing stats from
RSS solutions vendors is important as well.
On this end, some basic stats were supplied from SimpleFeed
the providers of one of the more advanced RSS marketing solutions.
The stats are based on an app. 10,000 end-user sample,
30 day average and 4 months of data.
They are seeing a 6.8% average CTR from content item
[individual content item in an RSS feed] to site and a 150% [1.5
clicks] average CTR from feed to site within 30 days.
3. SUBSCRIPTIONS AND CLICK-THROUGH RATES: THE MARKETER/PUBLISHER
And finally, let's take a look at the stats from the publisher/marketer
point of view.
Lockergnome.com is one of the most popular tech sites
on the internet.
Although they are serving a more tech savvy audience,
Lockergnome is an excellent example of the results you can ultimately
hope to achieve using RSS.
First of all, they are seeing a ration of 5:1 in favor
of the number of RSS subscribers against e-mail subscribers, and
even more interesting, a 500% better clickthrough ratio with RSS
than with e-mail.
4. SEARCH ENGINE VISIBILITY
The BTI Group is a smaller VoIP provider and, through
their high ranking blogsite [http://blog.btigroup.com/],
the proof that RSS works for search engine positioning. Here are
just some of their achievements, as a result of their RSS marketing
a] 120 page-one search results on important industry
#1 Voip vs traditional phone system
#1 VoIP solution provider
#2 VoIP small business
#2 VoIP architecture
#5 VoIP phone equipment
#6 VoIP benefits
#7 VoIP Small Business costs
b] A 75% increase in traffic to the corporate website
c] BTI’s link popularity jumped from 164 in June 2003
to 1312 in December 2004 to 1405 in February 2005
These metrics clearly show that RSS works for marketers
and publishers. This data alone, also considering that RSS clearly
gets 100% of your content delivered and actually provides you with
an abundance of new marketing opportunities, such as podcasting,
should be enough to make you do something about RSS now.
About the Author:
Rok Hrastnik is the author of »Unleash the Marketing & Publishing
Power of RSS«, acclaimed as the best and most comprehensive guide
on marketing with RSS by top RSS industry leaders, experts, developers
and top marketers. Find out all you need to know about RSS and how
to use it to get your content delivered, win back your customers,
make more sales and increase search engine rankings http://rss.marketingstudies.net/index.html