I recently evaluated the RSS emails a blog I maintain was sending. I wasn’t too surprised when I discovered that over the past year, the engagement had fallen considerably. Both the click rate and open rate had tumbled to all-time lows for that particular blog.

While the reasons for this I could speculate all day for the reasons in the drop. The possibilities are almost endless—repetitive subject lines, changes in consumer reading habits, lack of engaging graphics, poor multimedia presentation, etc. In the end there was no way to get around the fact that the RSS feed was not presenting the blog content in an engaging fashion.

So what did I do? I trashed the RSS emails and am now building daily emails that match the content.

If your blog is anything more than text posts, I suggest you do the same. Nearly all RSS feeds don’t handle video and audio multimedia well. They don’t present graphics well—if at all. So stop using them. Take the time and effort to build daily emails or daily templates that you can use for your different content types.

I made the switch nearly a month ago. So far, the results have been astounding. Open rates are up by 30% and click rates have doubled. Media engagement is up and so are page views from the emails.

If you use RSS emails, it might be time to reconsider. Check your stats. My guess is that you’ll see the same patterns I saw. And once you make the change to customize your daily emails you’ll see the same results.

Jonathan serves as Director of Strategic Initiatives at LifeWay Christian Resources as well as the host and producer of Rainer on Leadership, Revitalize & Replant, and SBC This Week. Jonathan writes weekly at ThomRainer.com on topics ranging from social media to websites and church communications.