One of America’s major direct marketers has a new value proposition “Get Information How You Want, When You Want.” Yes, Amex has adopted RSS as part of their online direct marketing efforts.

Rebecca Lieb of ClickZ opined that such an adoption is a big win for syndication fans. American Express is a big influencer, so others are sure to follow.

Amex will start offering cardhlders four feeds: Travel Deals, Membership Reward Program, Gold Card Events and IN:NYC Card Events and Promotions. Each of the topic has been segmented into subtopics and according to the user geographic locations to offer very targeted messages.

Because users can choose from different content topics, Amex has to offer a special page where users are allowed to choose the feed and proceed with the RSS reader of their choice.

Unfortunately, users have to repeat through the steps to select each and every feed. The topic selection is available as radio buttons instead of checkboxes. The latter, I’d imagine, should allow customers to aggregate content from more than one feeds.

With this move, Amex has removed the spam filtering issue that most likely will take into place with this kind of offer via email. Users who subscribe to RSS feeds are free from phishing attack frequently posed to them via email.

ClickZ.