What is an RSS subscription?

RSS subscription

An RSS subscription is a way to receive automatic updates from websites without visiting them directly. When you subscribe to a site's RSS feed, new content gets delivered to your feed reader the moment it's published.

RSS stands for Really Simple Syndication. The technology uses a standardized XML format that feed readers can interpret and display. Instead of checking ten different blogs every morning, you open one app and see everything new in a single stream.

How RSS subscriptions work

The process starts when you add a website's RSS feed URL to your reader. Most sites display an orange RSS icon or a "Subscribe" link somewhere on the page. Copy that URL, paste it into your feed reader, and you're done.

From there, your reader checks the feed at regular intervals. When the site publishes something new, the update appears in your reader automatically. You can scan headlines, read summaries, or click through to the full article on the original site.

Popular feed readers include:

• Feedly for web and mobile
• NetNewsWire for Mac and iOS
• Inoreader for power users who want filtering and rules
• Built-in browser support in Firefox, Safari, and Microsoft Edge

RSS subscriptions for email marketers

RSS feeds can trigger automated emails. When you publish a new blog post, the RSS update can automatically send a newsletter to your subscribers with that content.

This approach works well for content-heavy businesses. A weekly digest pulls in your latest posts and sends them to your list without manual effort. Your audience stays informed, and you maintain consistent communication without drafting a new email every time you publish.

In ActiveCampaign, you can connect RSS feeds to your email campaigns to automate blog-to-email workflows. The system monitors your feed and triggers sends based on your schedule.

Benefits of RSS subscriptions

For readers:
RSS puts you in control. No algorithm decides what you see, and no email address is required. If you want to stop following a site, one click removes it from your reader.

For publishers:
RSS builds a direct channel to engaged readers. Unlike social media, where reach depends on platform algorithms, RSS delivers your content reliably. Subscribers who use RSS tend to be highly engaged because they actively chose to follow you.

For marketers:
RSS-to-email automation reduces manual work while keeping your audience updated. It also ensures your email marketing stays fresh with recent content, which can improve engagement rates over time.

RSS vs. email subscriptions

Both methods deliver content updates, but they serve different purposes.

RSS subscriptions go to a feed reader. The subscriber controls the experience entirely, can unsubscribe instantly, and never shares their contact information with you.

Email subscriptions go to an inbox. You capture the subscriber's email address, which lets you build a relationship through marketing automation, segmentation, and personalized messaging.

Many publishers offer both options. RSS appeals to privacy-conscious readers who want updates without sharing personal data. Email appeals to readers who prefer inbox delivery and don't mind exchanging their address for valuable content.

Setting up RSS for your business

1. Ensure your site has an RSS feed. Most content management systems like WordPress generate feeds automatically.
2. Make the feed discoverable. Add an RSS icon or subscription link where visitors can find it.
3. Connect RSS to your email platform. Use RSS-triggered automations to send digests or new post notifications.
4. Track performance. Monitor which posts drive clicks from your RSS emails to understand what resonates with your audience.

FAQs

Is RSS still relevant?
Yes. After declining in the early 2010s, RSS has seen renewed interest as people seek alternatives to algorithm-driven social feeds. Major browsers have added or restored RSS support.

Can I use RSS with my CRM?
Absolutely. Platforms like ActiveCampaign let you trigger automations based on RSS feed updates, connecting content publishing to your CRM workflows.

Do I need technical skills to set up RSS?
No. Most websites generate RSS feeds automatically. Adding a feed to a reader takes seconds, and connecting RSS to email automation typically involves pasting a URL into your marketing platform.

Want to automate your content distribution? Start your free ActiveCampaign trial and connect your RSS feed to email in minutes.