How do I improve my turnaround time using RSS?

As campaigns become more sophisticated, the uses and needs of the e-mail component sometimes evolves beyond the technology's capacity. Conventional processes for e-mail deployment often don't allow for real-time or near real-time responses to moving targets, which keeps brands from being able to capitalize on certain timely opportunities, says Derek Harding, CEO of Innovyx.

Toyota has seized the opportunity to capture and disseminate news to fans through weekly Race Reports, which were intended to reach fans on the Mondays following weekend races. Given the time-sensitive nature of the reports, Toyota, Innovyx, Rapp LA and SimpleFeed created an application to send out the race recaps in less than 24 hours through both RSS and e-mail.