Email performance management firm Return Path said today it is partnering with RSS management service FeedBurner to sell advertising in RSS feeds to clients and prospects, as part of its Postmaster Direct online lead generation services, reports DM News. Return Path, which has focused on email deliverability and reputation, will be a reseller for FeedBurner. "Agencies and marketers are understanding the potential of reaching a subscribed base where everybody has opted in to receive content, a direct pipeline to get your message through," said Brent Hill, vice-president of business development for FeedBurner.

"We've been watching the development of RSS as a new channel over the last couple of years," said Return Path CEO Matt Blumberg. "It is growing by a very small segment of the internet population; [but] within that small segment is very prominent usage."

FeedBurner helps publishers analyze their RSS feeds and subscriber base and has found that most RSS users are interested in the consumer electronics, technology, consumer products, financial services, automotive and media sectors.