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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!

 

What does this service cost?

You can have your own version of the newsletter
which is made from the top 20 or so most popular articles  from the main newsletter
We can format the newsletter many different ways. Here’s an example in a preview for a smartphone:
newsletter-simple-layout-mobile
Here’s a version that has more graphics and give the reader control over which sections are included in their copy of the newsletter …
newsletter-title-logo
For an individual rep:
  • Your picture, logo and contact info are featured in the email newsletter banner and on the website
  • We provide a web site where you can login and add new newsletter recipients. You can add one at a time or many at a time from a spreadsheet
  • We offer an optional service were you can send us an email with one or more contacts and we will add them under your account to receive the newsletter – fire and forget
  • We provide you with a unique URL that allows a person to register as your subscriber. They have to opt-in by responding to an email.
  • You can also add people one at a time with that quick add form:quick-add-form
  • You can send us (via USPS/FedEx/UPS) an envelop of business card and we will add those contacts under your account. We:
    • scan cards
    • verify via LinkedIn
    • make a spreadsheet from cards
    • load that spreadsheet of contacts under your account to receive the newsletter
    • email you the new spreadsheet (e.g. so that you could import into your CRM)
    • return cards to you in an envelope
  • We email you a weekly report of who opened the newsletter and what articles they clicked on
  • The newsletter is sent to your contacts from your email address so that you get the bounce and out-of-office  messages
  • You can send us a link to an article – e.g. a blog post that you think will be of special interest to your contacts – and we will create an article from that and place it in a section that will be at the “top” of your version of the newsletter and website
  • We encourage you to add a tracking contact/email so that you can verify that your newsletter was delivered and that no other material is sent to your list – trust but verify!
  • Note that we do not sell or rent contact information
How do we charge?
  • month-to-month
  • no-contracts
  • automatic billing via credit card using a SaaS subscription billing service
  • $100/for content
  • $20 for a sending account
  • blocks of subscribers
    • $20 for 0 to 500
    • $45 for 500 to 2500
    • $65 for 2500 to 5000
  • $20 dedicated microsite/team edition
  • Add contacts via email or batches of cards: $1.50 per verified contact
  • Create an article from a URL and add to newsletter: $25

If you have 450 subscribers you would pay:

$100 + $20 + 20 = $140/month for a weekly newsletter send from your email address to up to 500 contacts.

If you sign up with three other team members and you each have 500-600 contacts, you would get the team edition:
  1. $100 for content
  2. 4 sending accounts = 4 x $20 = $80
  3. block of up to 2500 contacts = $45
  4. team edition = $20
$100 + $80 + $45 + $20 = $245 or about $60/month each for 4 reps.

This page has a a link to a 26-slide overview:

Here is the page to sign up:

6 Tips for Creating an Editorial Newsletter that Subscribers Will Actually Read

As I review Lane Harbin‘s article in Business 2 Community, I see that most of the tips apply to our IT Newsletter service:

  1. Create content for the mobile reader
    • We format our newsletters for the web, tablets and mobile devices
  2. Add a personal touch
    • You will be listed as the sender and the recipients name will included e.g. in the Subject line
  3. Tell amazing stories
    • We try to pick the best stories from trade papers then our own reader clicks let us know what is amazing
  4. Let subscribers self-select content with a preference center
    • We build the newsletters for each reader based on their selects in the preference center (profile).
  5. Curate, don’t automate
    • We leverage our experience to curate the best content, avoiding product or vendor pitches, political opinions, content that is too timely
  6. Monitor your metrics
    • You can see who opens and what they click.

Email newsletters are a great way to engage subscribers and provide value that goes beyond a solid product and strong customer service. When you want an IT newsletter, use our service to get a service that subscribers simply can’t ignore!

The New Rules of Email Marketing

Notes from Campaign Monitor.

email-delivers-highest-ROI

Email is the channel generating the highest ROI for marketers.

For every $1 spent, email marketing generates $38 in ROI.

 

 

 

 

email-personalization

Today’s consumers are bombarded with information, and marketers are constantly looking for ways to cut through the noise and reach audiences. Relevancy is the marketer’s secret weapon, and the fastest path to revenue. Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.