RSS puts users in full control of their content. Consumers can read what they want and add, delete, or change their subscriptions. Individual RSS feeds allow people to choose exactly what they want and don't want from marketers in the feed.
RSS isn't the perfect marketing medium, but as adoption continues to grow, marketers are taking notice. Where we are now reminds me of the early days of e-mail marketing. Forrester reports that 57 percent of marketers say they are interested in adding RSS to their marketing mix. The release of Internet Explorer 7 with RSS integrated into the browser will expose millions of new users to RSS, and the potential widespread audience is one that marketers will want to reach. The next year will be an exciting one for RSS marketing and a great time to start thinking outside the inbox.