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You are here: Home » The RSS Marketing Diary » RSS Marketing » Why is Everyone Missing the RSS Transactional Messaging Opportunity?

February 13, 2007

Why is Everyone Missing the RSS Transactional Messaging Opportunity?

OK, I admit it. I'm on a fighting streak today. Just one of those days.

After discussing how Yahoo! Pipes may facilitate content theft and unfair use, and bashing against Amazon for not taking better advantage of RSS advertising, it's time to take on e-retailers, online service providers and basically anyone that does transactional messaging.

Let's take a look at my inbox. Today I received ...

  • A transactional e-mail "from PayPal"
  • A transactional e-mail "from eBay"
  • A transactional e-mail "from Amazon"
  • And some other brand names as well

Of course, none of these e-mails were actually from PayPal, eBay or Amazon. Simply spam, as every other day, intended to capture my private data.

Even if PayPal really sent me an e-mail, I would never read it or respond to it, simply because I would consider it spam and would never believe that it's actually from PayPal.

As I'm sure you've noticed as well, transactional e-mail messages have become a horror story for the big brands, with spammers constantly trying to take advantage of their well-known brand names.

But here's the catch ...

  • There is no SPAM with RSS, at least not in this form
  • When you receive content from an RSS feed that you proactively subscribed to, you can be 100% certain that the message is legitimate and from the publisher to whom you subscribed
  • RSS is perfectly capable of delivering personalized transactional information
  • RSS is perfectly capable of delivering protected personalized transactional information, granting access only to those with the required username/password combination
  • RSS transactional capabilities are easy to implement, if your user database is in order

So why aren't any of these guys using RSS to deliver transactional information?

PayPal, eBay, Amazon ... I really want my transactional messages from you. But when I receive them, I don't believe them. Please start delivering them via RSS and make me a happy customer ... a happy customer that actually trusts messages from PayPal, eBay and Amazon.

Comments

Rok, from what I can see, you're right. But big companies move slow, especially when they target market for what you propose is still very small in relative terms. Their consideration is probably "what else could we do with our time and money?" Until the consumer jumps on the RSS bandwagon, it's not likely to change in a hurry.

Posted by: david koopmans at February 13, 2007 2:49 AM

Absolutely right, good stuff.

Posted by: Udi at February 13, 2007 4:19 AM

I agree and disagree. The market may still be relatively slow in comparison to e-mail, but the pain on the other side is quite a big one. And especially now, with IE7, this should no longer be an issue, especially with some consumer education.

The question in the end is, how important transactional messaging really is to you?

Given all the abuses, it should be top of the list for the big companies.

Posted by: Rok Hrastnik at February 13, 2007 7:15 AM

The problem with this idea is that companies like those you name who have gazillions of customers would need a lot of extra server power to deal with all of those customers polling for new messages all the time. I can't imagine a very large percentage of their customers get messages from them anywhere near as often as an RSS reader polls a feed. And slowing down polling is an imperfect solution, because some messages need to be delivered quickly (eg. "somebody just out bid you on this auction that's ending in 45 minutes"). More widespread support for cryptographically signed email might be the better solution to this problem.

Posted by: Antone Roundy at February 13, 2007 4:19 PM

Antone, sorry I didn't get back to this earlier. Yes, there are bandwidth issues, but if companies like EzineArticles.com can manage 44,000 RSS feeds, I'm sure that Amazon could manage the extra server needs, especially since transactional messaging is a mission critical activity.

Posted by: Rok Hrastnik at February 26, 2007 10:40 PM

Hiya Rok,

I am a bit late to this post...but you're right on. I wrote about this a while back and called them functional feeds:

http://www.surfarama.com/2006/02/12/feed-me/

I want feeds for any persistent relationship I have which could include Amazon and Paypal (password protected of course), but also any organization who I have routine 'transactions' with, eg. utilities etc...

Why can't I get a feed from my telephone company/ISP which could once a month deliver my invoice to my desktop as an enclosure in the feed so my reader automatically downloads it? Doesn't take much to come up with lots of examples like this.

BTW, Antone is right to bring up bandwidth as an issue. And while it is a solvable issue I don't think 44,000 feeds at ezinearticles is a useful comparison...how many of those are actually being accessed routinely? And even if they are all active, that doesn't really compare to say Amazon or PayPal who conceivably would have millions of unique feeds.

Cheers

Charles

Posted by: Charles at March 19, 2007 9:08 AM

Hiya Rok,

I am a bit late to this post...but you're right on. I wrote about this a while back and called them functional feeds:

http://www.surfarama.com/2006/02/12/feed-me/

I want feeds for any persistent relationship I have which could include Amazon and Paypal (password protected of course), but also any organization who I have routine 'transactions' with, eg. utilities etc...

Why can't I get a feed from my telephone company/ISP which could once a month deliver my invoice to my desktop as an enclosure in the feed so my reader automatically downloads it? Doesn't take much to come up with lots of examples like this.

BTW, Antone is right to bring up bandwidth as an issue. And while it is a solvable issue I don't think 44,000 feeds at ezinearticles is a useful comparison...how many of those are actually being accessed routinely? And even if they are all active, that doesn't really compare to say Amazon or PayPal who conceivably would have millions of unique feeds.

Cheers

Charles

Posted by: Charles at March 19, 2007 9:09 AM
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