Driving website traffic with RSS to Email
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The document outlines a digital strategy for increasing website traffic through integrated website content and email marketing, highlighting the benefits of an RSS to email approach. It provides two client examples from Australia, demonstrating how content from multiple authors can be effectively consolidated and disseminated via e-newsletters. The proposal emphasizes cost-effectiveness, refined user experience, and streamlined workflows in implementing the strategy.
Driving website traffic with RSS to Email
- 1. Digital Strategy: driving website traffic the smart way February 2014
- 2. This document proposes integrating website content and email marketing to not only save time and money but deliver more traffic to your website.
- 3. Common email marketing issues Often a siloâd activity Segmentation can be involved & costly Editorial duplicates effort Often driven by technology not content
- 4. Challenges for web content strategy Site taxonomy Multi-author management & permissions Publishing process Distribution effectiveness Subscriber/Follower/Audience growth
- 5. A well implemented RSS to Email strategy creates huge efficiencies⌠and weâve proved it twice* *our Australian partner
- 6. Example 1: Tourism client Australiaâs leading holiday destination needed to market themselves with greater authenticity. Multiple blog authors wrote articles based on the regionâs themes and attractions. They published content on the website which was automatically filtered into dynamically produced e-newsletters.
- 7. BLOG eg WORDPRESS NEWSLETTER SYSTEM eg MAILCHIMP OR AWEBER *SCDL stands for Sunshine Coast Destination Limited (the client)
- 8. Content contributors listed on the website
- 9. Details of each writer can be shown with a list of their recent articles
- 10. Interesting content produced by different writers is consolidated to a paginated landing page just like a regular blog
- 11. Using the RSS feed of your blogs, an RSS to email system will add user relevant content to your email campaign newsletter whilst allowing you to manually add any other news or information to the same campaign. You decide on the frequency of your mailouts - the html template contains RSS content as well as marketing, news or other content to go to all users. This way, only one template would need to be updated with additional content per month while multiple automated campaigns will use it to send unique content to targeted lists.
- 12. Mailchimpâs intuitive admin area makes it easy to control campaign elements
- 14. âHot Dealsâ can also be managed in a similar way. Service providers can submit their own content via the website for approval. Details of the specials can be published to the blog and a relevant summary emailed to subscriber lists automatically in a pre-defined template.
- 15. Service providers complete a simple form to submit their âhot dealâ content
- 16. Users select a âHot Dealâ from the grid-view to see the details of each offer.
- 17. Published âHot Dealsâ can be linked to blog posts about special events so as they are seen in context
- 18. âHot Dealâ subscribers receive an email that is populated automatically with published web content
- 19. Example 2: City Council client One of Australiaâs largest local authorities needed to consolidate the source of community news. Multiple blog authors wrote articles based on the regionâs community initiatives and published content on the site which was automatically filtered into dynamically produced e-newsletters.
- 23. Benefits to our clients Whilst this solution could possibly be implemented by your incumbent agency, we would be able to implement it far more cost-effectively â Workflows are pre-defined and UX is refined â Code can be re-applied â Pitfalls have already been overcome & optimized â No lock-in - your existing agency can maintain
- 24. Costs Flat fee discovery phase We expect this to take 20 hours but will contribute 50% of this investment Output includes fixed estimate and business case Implementation: based on approved hourly rate Fixed estimate will be provided on completion of discovery phase Additional costs: MailChimp License: http://mailchimp.com/pricing/high-volume-sender/