RSS stands for Really Simple Syndication and it belongs to the family of web feeds. It is a data format which provides the users with frequently updated information. Basically, a feed link is provided on the website and end users can register using an aggregator program. When instructed, the program checks out all the servers in the feed list and notifies about the new content. It delivers either links to the web pages or the content itself.

RSS beats out the traditional method of email notification. Firstly, users can browse these feeds at their leisure and in their domain of interest. If the quality of the content in the feed deteriorates, users do not have to send any unsubscribe requests. Instead, they can simply remove the feed from their RSS reader and they will not receive any further updates. Secondly, if a webmaster finds an interesting article and wants it to be posted on his site, RSS does it for him. Also, the users no longer need to disclose their details thus reducing the risk of spam, identity theft, phishing etc.Considering publisher’s point of view, RSS is a great communication method that eliminates the work of maintaining lists or following strict privacy guidelines. RSS feeds are compiled according to the user’s choices, thus removing any burden that is placed on publishers of email newsletters. So, the publishers need not be concerned about privacy issues and subscriber guidelines. Also, RSS helps in creating keyword rich and themed content thus maintaining reputation and communication with the customers.