RSS or Email is not an option

Marketing Sherpa usually gets it right - and they are right in saying that dropping email marketing and using only RSS would be a wrong move.

But their take on RSS is based on flawed data.

Sherpa fails to see the big picture of RSS says Rok Hrastnik in the RSS diary.

One of their points is that RSS has a small following right now.

It's true that only a small percentage of 'influencers" use RSS.  Could it be that this is the same small percentage of people who are thought leaders?

We use this in Marketing and PR all the time.  We know that 10% influences the other 90%.

As innovators, opinion leaders and heavy users tend to gather together in net communities, marketers can expect such groups to exert an ever more powerful macroscopic effect on marketing. Nomura Research Institute.

Ignoring these users would not be a good idea.

Give them RSS, but keep sending email to the other 90%.