Learfield colleague Scott Brandon likes to say that we’ll deliver content to a client’s prime audience via carrier pigeon if that’s what works. I’m not sure whether Scott could come up with a scenario where carrier pigeons actually make much sense, but he’s got a point. We meet the audience at their own point of contact.
Which brings us to this point from The Social Customer Manifesto: email ain’t dead yet. FeedBurner, which is known for delivering information via RSS feeds, has started ramping up its email capability. Christopher Carfi quotes the FeedBurner blog:
“It turns out that not everybody is quite ready to ditch the old
Inbox just yet. People like to be notified when their favorite
publishers have something new posted, but a large audience still finds
the familiar setting of email to be the most comfortable and reliable
way to receive updates…”
Sometimes email makes sense, even if it’s not as sexy as RSS. That’s okay. We have to keep our minds open to that possibility.
