American ExpRSS: Don't Leave Home Without It

September 7, 2006

CNET and ClickZ reported last week that American Express has announced an RSS direct marketing effort where customers can "Get the information you want, how you want." Rebecca Lieb of ClickZ says it best and I agree:

This is a big win for syndication fans. American Express is a big influencer. Others are sure to follow.

The returns on email campaigns are no longer what they once were, so companies like American Express are looking for an effective way to continue this type of direct marketing and look what they've found: RSS.

AmEx is initially offering cardholders four feeds: Travel Deals, Membership Rewards Program, Gold Card Events and IN:NYC Card Events and Promotions.

And with RSS, subscribing is becoming much easier than in the email marketing paradigm. With email, users must submit personal information and usually have to verify that their email address is valid, and unsubscribing is never easy. In AmEx's case, you say which feeds you want ("the information you want") and what reader you want it in ("how you want") and you're all set. Also, many phishing scams involve financial institutions such as AmEx, PayPal and Chase, and RSS feeds eliminate the phishing risks posed to consumers via email.

It's great to see American Express jumping into RSS. As we've said before, there is a great direct marketing opportunity with RSS or any business that values quality customer communications.

Posted by Bill Flitter on September 7, 2006 9:43 AM
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