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7 Email Marketing Trends for 2019

Rohit Prasanna Munipally writes in Business 2 Community, “If you’re a marketer today, you know that everything digital is in a constant state of flux – always updating and changing. As we gather more data, technology, and insights into how different nuances impact our strategies concerning everything from the tools we use to conduct business to the ways we communicate information to our target audiences, our plan evolves.

One such communications platform that has been growing in popularity over the decades is email. Approximately 2.8 billion people worldwide use email as a digital communications tool…

Email marketing typically has an ROI potential of 4400 percent, with each dollar invested bringing in an average return of $44.”

Why Email Newsletters Need to Be Part of Your Digital Marketing Strategy

Kalyn New writes in “Business 2 Community,” that “Successful digital marketing requires a solid strategy. But with the flurry of new digital tools and platforms landing in marketers’ hands every day, it’s easy to overlook one of the original digital communication channels: email.

There are over four billion active email accounts around the world at this very moment— and that number is projected to grow to almost 5.6 billion by the end of the decade. That’s a huge opportunity to find new customers, create awareness around your brand, and engage.

In fact, email is 40 times more effective at acquiring new customers than Facebook or Twitter. It’s also the channel generating the highest ROI for marketers—for every $1 spent, email marketing generates $44 in ROI.

That’s some serious bang for the buck…”

Why an Email List is Not Optional for Your Business

At “Business 2 Community” Eric Rosenberg writes “Why an Email List is Not Optional for Your Business”, that “Your business needs an email list.

If you were to poll a group of online business owners about what they would do differently going back and restarting their business, a typical answer would be “I wish I had started my email list earlier.”

I’ve heard it again and again. It doesn’t matter if you are a blogger, podcaster, product seller, service business, or even a restaurant. Your email list is critical for long-term success. Let’s dive in and look at why an email list is not optional for your online or offline business…”

  • You own your email list
  • You can reach your customers directly
  • You don’t have to pay a 3rd party to share a message
  • Customers respond well to email
  • Use your email list to build strong customer relationships

Can My Firm Have a News Section Like Red Hat’s?

Many firms want to promote their product or service in the IT market and I have been asked if they can leverage my publications.

Background

I have been publishing weekly IT newsletters for 20+ years. My initial audiences were Sun resellers and customers.

After Oracle bought Sun, I pivoted and now publish for a general IT audience.

Over those years, I have grown the subscriber base of my newsletters to over 40k people worldwide. Many of those people have been subscribers for many years and their careers have advanced. I can think of one Solaris SysAdmin who eventually became the CIO of his organization.

Mine is a very attractive audience of senior IT professionals and I am now exploring ways to generate revenue without loosing them. My publications have always avoided advertising. I have instead developed a model of tracking the behavior of the crowd to select the most popular articles. I offer a managed IT newsletter service with those most popular articles.

My publishing technology has some very nice features. In particular, each subscriber is able to control which sections are included in their newsletter. So a reader who is not interested in IoT can disable the IoT section.

That allows me to roll out new sections, enabled by default, and the audience can disable the ones they don’t want. This year I have launched new sections including: Blockchain, ERP, CRM, BI, Compliance.

The new product I am working on is a form of what’s called Native Advertising. I can create a section for a vendor and place articles in that section from that vendor. I do this already for Red Hat. Whenever they issue a press release, I process that into an article in the Red Hat News section. Those articles look and feel like the rest of the publication and each reader can stop unwanted sections from appearing in future newsletters sent to them.

You can see the Red Hat News section on this web site: https://redhat.it-news-and-events.info

You will see how the  Red Hat News is a first class sections and the articles look like the articles in the rest of the publication.

I now want to offer sponsored news sections to other companies.

A side effect of having a sponsored news section for your firm going out to my global audience, is that I can also spin up a custom publication for you (like the Red Hat one above). You can add your contacts and they will get a weekly newsletter with your news section plus the crowd selected articles.

For those organization who sell their product or service through resellers (or channel partners), I can produce a customer newsletter for each reseller with the organization’s News section.

If you are interested in this new service, please let me know.

johnj@itnewsandevents.com

Tell Me About Your Newsletter Service

IT Professionals need to keep up-to-date with many aspects of the Information Technology field. There are so many news sources and they vary so much in value from insightful to self-serving fluff pieces. IT professionals are expected to do more with less so they have a limited amount of time to devote to this task.

Potential users of our managed IT Newsletter service want to be in front of their IT Professional contacts but want to be relevant so that those contacts don’t ignore or forget them. Examples include: sales professionals (hardware, software, services), event promoters, recruiters, professional associations, publishers.

Our managed service is appealing because, once it is configured and running, our customers don’t have to do anything to keep it running and our article selection process keeps the content relevant and of interest to their IT Professional contacts.

“IT News and Events”,  https://it.it-news-and-events.info,  (“IT”)  is a general IT newsletter with ~80 articles each week curated from hundreds of IT publications. We avoid articles that are fluff pieces, or are vendor or product specific. We look for articles that provide insight or value. This publication has a worldwide audience of 40,000+ senior IT professionals.

https://itnews.it-news-and-events.info

This publication, (“ITNews”),  is made from the top 20 or so most clicked on articles from the main newsletter. It is the basis of the managed IT Newsletter as a Service offering.

Here are a couple of vendor-specific editions. They are made from vendor news sections plus the top 20 or so most clicked on articles from the main newsletter.

The vendor news sections are clearly labelled as such. They are usually made from press releases or blogs from that vendor.

Each “Newsletter” is a custom publication that is made from a set of sections. The publication owner chooses which sections are included in their publication and in what order they should appear. The publication may also have a section that is unique to that publication. That allows a publication owner to submit content that will only appear in their publication.

A custom publication may also have a unique URL and, through the use of DNS, may be made to appear as a sub-domain of the customer. E.g. Doc Solutions’ newsletter appears under doc-solutions.info and under our domain:

Each publication can have one or more sender (typically sales and marketing personnel ) and they each have their own subscribers.

Subscribers can be added one-at-a-time or imported from a spreadsheet with a web-based tool that we provide for managing subscriptions. Each publication has it’s own subscription form so that new subscribers can add themselves. Once new subscribers opt-in, they will receive the newsletter from the publication owner who has the option of transferring subscribers to different sender of the same publication. A marketing person may own the publication and they may transfer new subscribers to different sales people based on their coverage model.

Each sender also has a unique subscription form which they can use to add new contacts or give to their contacts to self register.

We also offer a value-add service where a sender can mail us physical business cards which we will scan, verify, add under the sender’s account and send a message asking the new contact to opt in. We return the cards and email a spreadsheet of the new contacts to the owner of the cards.

Each subscriber has a profile and can choose which sections are included in their copy of the newsletter. The subscriber’s profile customizes the newsletter and website.

The sender’s picture, logo and contact information are included in the banner at the top of the newsletter and each page of the newsletter site.

Of course, subscribers can also opt-out at any time

IT Newsletters As A Service and Managed IT Newsletter Service
https://itnewsandevents.com

This Isn’t a Good Use of My Time

 Lacy Boggs writes in an article for “Business 2 Community” about she came to realize how valuable her time is and how certain tasks – such as house cleaning – can be delegated.

Many people who take the time to writes blogs or produce a newsletter come to understand how much of their time that takes.

Lacy writes, “Think about the 80/20 rule. If 80 percent of your revenue comes from 20 percent of the tasks you do every week, why are you even doing the other tasks? What would happen if you increased those revenue-generating tasks from 20 percent of your week to 80 percent of your week?

The only way to do that is to stop doing the other stuff you’re doing.”

That’s the justification for using our managed IT Newsletter as a Service.

So You’ve Got the Sales Lead…Now What?

 Ian Campbell writes in Business 2 Community, “If you’ve been involved in sales for any length of time, you probably know all too well that a first response is still a pretty cold lead. They’re not your friend, they’re not ready to become your client and they’re certainly not ready for a full-on sales pitch.

The same thing goes for cold emailing as it does for cold calling. When you book an appointment from a cold call, you have to remember that the person you’re meeting with is still actually a cold sales lead. You simply said something that resonated enough with them to pique their interest. When you get to the appointment, you still have to show them why it’s in their benefit to continue to talk to you.

whats-a-lead-worth

In short, you still have to be a sales person….”

In the article, Ian writes, “Here’s an example of one of my nurturing systems:

Phone Call -> Email -> 3 days -> Email #2 -> 1 day -> Phone call -> 3 days -> Repeat twice more -> Move to newsletter list

Pro Tip: Make sure that the emails you’re sending out are relevant and help you qualify the lead…”

That’s where our managed newsletter service comes in handy!