eWeek: Company Plugs RSS as Alternate to E-Mail Marketing

MessageCast will launch an email replacement mechanism for letting companies interact with potential customers without the stigma of spam-prone email. Its LiveMessage system lets users send messages via RSS, the web syndication format.

RSS has proven to be a flexible and useful standard, but is still hobbled by the fact that only an extremely small (and somewhat geeky) segment of the Internet uses it.