Most direct marketing reasons against RSS are in fact the result of inadequate understanding of RSS by most marketers.

All e-mail marketers are experiencing the e-mail delivery problem, hoping that just somehow our messages are going to reach our customers and subscribers this time ... and then hoping that they're going to open them, instead of mistaking them for spam.

The reality usually hits us hard. While e-mail is still the primary and most important internet marketing tool, we need to start using other complimentary tools to get our content delivered.

Most important among them is RSS (Real Simple Syndication), which gets your content directly in front of your readers, without having to »face« any filters along the way.

Benefits to RSS
RSS streamlines communication between publishers and readers. Since RSS has had a popularity surge, webmasters have been experimenting and using RSS feeds to deliver content in new and innovative ways. Typically, RSS feeds contain news headlines and content summaries. The content summaries contain just enough information without overwhelming the reader with superfluous details. If the reader is interested and wants additional information they can click on the item in the feed, accessing the website which contains additional details. RSS readers aggregate multiple feeds, making it easy for individuals to quickly scan information contained within each feed. Feeds are generally themed, allowing users to opt-in to feeds that are of interest.