IT Newsletters As A Service: Three Editions

Posted on by johnjmclaughlin

We produce IT Newsletter for individual sales professionals (Reps), sales employees of certain major IT vendors and for teams of IT sales professionals.

Here is a table with a summary of the three editions:

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Comparison of three Editions

Details Articles for The Editions

Overview

John J. McLaughlin, IT News And Events Editor-In-Chief, has been producing IT newsletters for 21+ years. We curate news stories from many IT publications, selection 60 to 80 based on our experience and a set of rules (e.g. no politics) and share those articles with 50k+ subscribers. We track which are the most clicked on and pick the to 20-25 to become articles in the core IT News Sections which are the basis of our IT newsletter service.

Core IT News Sections 

The newsletter is built from core sections. Not every section has news articles every week.

Each specific edition includes a list of sections:

AI, Backup, BI, Big Data, Bitcoin, Blockchain, BYOD, Careers, Cloud, Compliance, CRM, CxO, Database, Developer, DevOps, DR, Email, Encryption, ERP, FOSS, HPC, HR, Humor, IoT, Java, Linux, Mobile, Networks, Operations, PM, Risk, Security, Server, Social Media, Storage, Tape, Technology, Virtualization, Wireless

Vendor Sections

A vendor section is made from articles based on the vendor’s press releases and blog posts.

The vendor specific editions will have the appropriate vendor section(s). Through acquisitions, some will have more than one. E.g. the Dell Vendor Edition will have news sections for Dell, VMware, EMC, RSA etc.

Team editions can have their choice of vendor sections. E.g. a reseller team may sell IBM, Citrix and Microsoft products so they could include all three along with their choice of core sections

Current list of Vendor Sections

AWS, Cisco, Citrix, Datacore, Dell-EMC, Dell, Fortinet, HPE, HP, IBM, Lenovo, Microsoft, Nexenta, Nutanix, Oracle, Red-Hat, RSA, SuperMicro, TEKsystems, Tintri, Veeam, VMware

Subscriber Experience

Subscribers will receive a weekly email from the email address of the sales rep who “owns” them. That will be the:

  • Sales rep who added them
  • Sales rep whose custom URL they used to subscribe/opt-in
  • Sales rep who owns team edition whose opt-in form they used (Team Edition)
  • Sales rep who they were transferred to by team member who owns the team edition

Each subscriber has a profile which they can modify. A link to manage that profile is included in every newsletter sent to them. That link will log them in to their profile automatically, therefore they should not share their newsletter. Similarly, a link to unsubscribe is also included in every newsletter.

Subscribers can opt-out of specific sections in their profile or by clicking on the “turn this section off” or “disable” links in the sections they don’t want.

The subscriber’s profile is used to deliver a tailored newsletter and web site experience. If a subscriber disables or opt-out of a specific section, then they will not see it.

Enterprise Team Edition – $165 + $20 per rep

  • $165 plus $20/month per rep, up to 2500 subscribers (active or inactive)
  • team features – Team news section, transfer subscribers, submit articles to Team news section
  • team or company website – <team>.it-news-and-events.info
  • DNS can be used to make site appear under team’s own domain. E.g. https://itnews.<team web site>
  • Option to add sections (e.g. vendor sections)
  • Option to remove specific sections (e.g.. “IT CRM”)
  • Newsletter and website banner includes rep’s picture, contact info and vendor logo
  • Web for for new subscribers to opt-on in and they will be assigned to team lead
  • Team members can transfer their subscribers to a different team member
  • weekly newsletter, sent automatically, from each rep’s email address to that rep’s contacts
  • Newsletter template may be customized

Enterprise Vendor Rep Edition – $90/month 

  • Standard section plus a Vendor News section (e.g. Cisco, IBM, Red Hat, Citrix, Lenovo, Dell)
  • one rep
  • Web version will be <vendor>.it-news-and-events.info
  • up to 250 contacts – more can be purchased
  • Banner includes rep’s picture, contact info and vendor logo
  • Each rep will have a unique subscription URL so that new subscribers are assigned to them. i.e. new subscribers can self-register
  • weekly newsletter will sent automatically from rep’s email address to rep’s contacts
  • Can be upgraded to Enterprise Team Edition

Personal Rep Edition $30/month

  • one rep
  • Account under <first.last>.it-news-and-events.info
  • up to 250 contacts – more can be purchased
  • Standard sections only
  • Banner includes rep’s picture, contact info and the rep’s choice of logo
  • Each rep will have a unique subscription URL so that new subscribers are assigned to them. i.e. new subscribers can self-register
  • weekly newsletter, sent automatically from rep’s email address to rep’s contacts
  • Can be upgraded to Vendor Rep or Enterprise Team Edition

Business Card Scan, LinkedIn Verify and Import for Newsletter Opt-in

  • $1.50 per card imported – minimum batch size is 30
  • Cards may be scanned and sent by email as PDF pages
  • Cards can be sent via the main (USPS, UPS, FedEx etc.) to be scanned and imported
  • Spreadsheet will be used for import also sent to rep

Personal Rep Edition – $30/month for Weekly IT Newsletter

Posted on by johnjmclaughlin

IT Sales Professionals (“Reps”) generally understand the value of keeping their name and information in front of their customers, prospects and partners on a regular basis. Email newsletters are a great way to do that but there are challenges:

  1. Finding content that will be of value to your contacts
  2. Formatting that content each week in a tool like MailChimp or ConstantContact
  3. Managing subscribers
  4. Following these steps every week

Rather than doing all that work, we suggest that Reps use our IT Newsletter As A Service.

Buy vs. Build.

IT News and Events produces a weekly email newsletter for enterprise IT professionals. We curate about 80 items each week from a wide variety of professional IT publications (such as CIO, CSO Online, HelpNet Security, The Enterprisers Project, insideBIGDATA, SearchSecurity,…). We include those articles in a newsletter which is sent to our 30k+ subscribers.

We track which articles are clicked on and we pick the 20 to 25 most clicked on articles (“crowd selected”) to become the basis of our IT Newsletter as A Service.

The selected articles are placed into named sections. The newsletter is built from those core sections. Not every section has articles every week. Here is the current list of sections:

AI, Backup, BI, Big Data, Bitcoin, Blockchain, BYOD, Careers, Cloud, Compliance, CRM, CxO, Database, Developer, DevOps, DR, Email, Encryption, ERP, FOSS, HPC, HR, Humor, IoT, Java, Linux, Mobile, Networks, Operations, PM, Risk, Security, Server, Social Media, Storage, Tape, Technology, Virtualization, Wireless

Subscribers will receive a weekly email from the email address of the sales rep who has them as a subscriber.

People can become subscribers of an individual Rep:

  1. because the Rep added them through our web tool or
  2. by filling in a registration form provided to them by the Rep

Each subscriber has a profile which they can modify. A link to manage that profile is included in every newsletter sent to them. That link will log them in to their profile automatically, therefore they should not share their newsletter. Similarly, a link to unsubscribe is also included in every newsletter.

Subscribers can opt-out of specific sections in their profile or by clicking on the “turn this section off” or “disable” links in the sections they don’t want.

The subscriber’s profile is used to deliver a tailored newsletter and web site experience. If a subscriber disables or opt-out of a specific section, then they will not see it.

The Personal Rep Edition includes:

  • delivery of weekly Enterprise IT Newsletter to Rep’s contacts
  • web tool for managing contacts
  • a unique URL with
    • web version of articles with links to source material
    • registration form
    • archives
    • profile management
  • per Rep banner with picture, logo and contact information for newsletter and website
  • up to 250 subscribers included (add $25 for 2500 more)
  • optional service to upload a spreadsheet of subscribers
  • optional service to scan business cards into a spreadsheet that can be uploaded
  • no contract – month-to-month service
  • $30 per month

Purchase

Sign up buy this service for $30 per month here

Sponsored Section + Newsletter Service + Reseller Newsletter Service

Posted on by johnjmclaughlin

IT News and Events (ITNE) offers services for a vendor that will:

  1. Put news and information about the vendor in front of a large number of qualified people (Sponsored Section)
  2. Provide the vendor, their sales teams and their resellers with an optional tool that they can use to educate and inform their contacts (Newsletter Service)

Sponsored Section

ITNE has been publishing a weekly Enterprise IT newsletter for 20+ years. Our main publication has 50k+ subscribers and has been focused on Enterprise IT since 2011.

That newsletter is composed of sections like CxO, Security, Networks, Big Data, Servers, Storage, Compliance, Backup. Each subscriber can disable section that they are not interested in. About 80 articles each week.

Each week, we track which articles are clicked on and we make a second newsletter with just the most popular, “crowd selected” articles. That newsletter (“ITNews”) has 20-25 articles each week, also in named sections that subscribers can enable/disable.

We can add a section called “XX News” (where XX is a company or product name) and include it in the newsletter of all 50k+ subscribers.

We can populate that section each week with content from your website – press releases, blogs etc. That section will also have it’s own URL.

Here are some examples – the URLs for  “Citrix News” and “Red Hat News”

We charge $100/week for that service.

Newsletter Service

INE can create a custom newsletter from your named section and plus the “ITNews” sections. That’s what you see for the Citrix example.

A salesperson can be given an account from which they can add their contacts who will receive a weekly newsletter, automatically, from that sales person’s email address, with a masthead for that sales person (picture, logo, contact info.)

Most people selling or marketing into the enterprise IT space see the value in having a regular newsletter with valuable content sent to their key contacts. However, they know how hard it is to produce a quality newsletter that their contacts will value.

Each newsletter account costs $20 per month if you also have a sponsored section.

Reseller Newsletter Service

ITNE can also create a custom newsletter for your resellers. They will have a different publication url. They can choose which sections they make available to their customers.

We charge $200/month per reseller for that service. You can choose to provide that service to certain of your preferred partners at your cost or they can deal with ITNE directly.

Why Use IT News and Events’ Managed, Enterprise IT Newsletter Service?

Posted on by johnjmclaughlin

Most people selling or marketing into the enterprise IT space see the value in having a regular newsletter with valuable content sent to their key contacts. However they know how hard it is to produce a quality newsletter that their contacts will value.

It’s a build or buy choice and I can make that an easy ‘buy’ choice!

I can provide an individual with a turnkey, managed Enterprise IT Newsletter service for about $33/week. For a team of five, I provide additional features, a custom website, and up to 1000 contacts per rep for about $22/week per team member.

Here’s the web version:
https://itnews.it-news-and-events.info

Those approximately 22 articles were the most clicked-on articles from the previous week’s newsletter that was sent to 50k+ subscribers of “IT News and Events“, which has been in production since 2011.

How to get started? Make a spreadsheet with up to 500 of your professional IT contacts who would find that newsletter useful.

Upload that spreadsheet into the service and use the system to send a welcome message (opt-in or opt-out) to your new subscribers.

Each week your subscribers will receive a tailored email from your email address with just the topics selected by that subscribers.

The newsletter will have a banner with your name, contact info, picture and logo.

There is great value in being the provider of useful information to your key contacts!

You can sign up as my subscriber and experience the newsletter as would one of your contacts. See this blog post.

Getting Started

Posted on by johnjmclaughlin

Here’s what you need to get started:

  • Your headshot picture (could be a link to your LinkedIn Profile picture)
  • Company logo
  • Name and email to be displayed in email (as sender) and in in newsletter banner
  • Title
  • Phone number that your contacts can call to reach you
  • Your company name

Here’s how my information shows up in the email newsletter banner:

And the same information on the web site:

I believe that by having your name in front of your contacts every week, automatically:

  • you will keep your professional contact list current
  • you will have an additional value to any future employer (we can add your new employer’s logo to the masthead)
  • you will be visible in the marketplace, you will be perceived as a trusted advisor and your ‘brand’ will improve
  • potential employers will notice your activities

You will see that the content in the newsletter is

  • for enterprise IT professionals
  • is quite broad
    • sections include: CxO, Servers, Storage, Networking, Security, Cloud, Risk, Technology, Backup, Bitcoin, DevOps, PM, AI, BI, ERP, CRM, HR, Humor, Operations, IoT, etc.
  • can be filtered by each subscriber (e.g. people not interested in IoT or AI can disable those sections and get a shorter newsletter)

Once you are set up with an account, you will be able to add your contacts:

  1. one at a time through our web based SAT tool
  2. a group at a time by uploading a spreadsheet
  3. by giving your contacts a unique URL to a subscription form

Here is a sample spreadsheet CSV. First row has the names of fields, second row has record for John Smith of Acme where he is an IT Manager:

company,first,last,title,phone,email,comment
Acme,John,Smith,IT Manager,954 324 7867,john.smith@acme.com,This will not be seen by the subscriber. Could be a customer id

If you are like most IT sales professionals you will have:

  • LinkedIn contacts
    • you can download a spreadsheet from LinkedIn that has some information, but not the email, for each of your contacts
      • in a spreadsheet tool, you can delete the rows for those LinkedIn contacts that don’t make sense to add as newsletter subscribers
      • for the ones you want to add, you will have to look them up in LinkedIn to get their email address
    • note that the trend in LinkedIn for the last few years is for people to use personal email addresses rather than business
  • contacts (in your email client, CRM system or other tools) which can be exported into a spreadsheet
  • stacks of business cards
    • every sales rep I know has boxes of card from customers, partners, prospects etc.
    • sort through the one that make sense to add to your list
    • there are scanning/ocr products that will scan business cards into a spreadsheet

Go through those, removed unneeded columns, and determinate the people you want as key contacts and add them as your subscribers!

This effort will not only improve your visibility in the market, but it will set you up well for whatever new position you take!

Quick Pricing Summary

Posted on by johnjmclaughlin

Here’s a quick summary of what the Managed Enterprise IT Newsletter As A Service costs.

  • For one sales rep, with up to 500 contacts, about $33/week
  • For five sales reps, with team features, a custom website, and up to 1000 contacts per rep, about $13/week per rep ($285/month)

Let’s break that down. These are the main components:

  • Content for main newsletter (52 weekly issues)
    • ~80-100 articles/week
    • selected from 150+ mainstream IT publications (e.g. CIO, eWeek, Computerworld, Network World, CSO, ComputerWeekly, Dark Reading,How-To Geek, Information Management, ZDNet, CNET, ITProPortal, etc.)
    • No vendor or product articles. Nothing controversial or political
    • Each subscriber can choose which sections are included in their copy of the newsletter which will be send by the “sender account”
  • Content for Enterprise Newsletter As A Service
    • The most clicked on ~20-25 articles from main newsletter
    • Slightly expanded
    • “crowd-selected”
  • Sender account
    • name + contact info, picture, logo as newsletter as website banner
    • web-based account to manage sender’s own subscribers
    • per-sender subscription request form
  • Website and team edition
    • sender can move contacts to other team members
    • unique URL for website
    • add DNS record to make website appear under sender’s domain
    • newsletter and website layout tailoring
    • ability to add content to team edition
      • that content will be included in newsletters sent to each team members’ subscribers

Details

Number of Reps:12345
Website
Shared SharedCustomCustomCustom
Content$100$100$100$100$100
1 sender$20
2 senders $40
3 senders $60
4 senders $80
5 senders $100
up to 500
subs		$20
up to 2500 subs $45
up to 5000 subs $65$65$65
Add website
with team features		 $20$20$20
Monthly$140$185$245$265$285
Weekly$32.31$42.69$56.54$61.15$65.77
Weekly per rep$32.31$21.35$18.85$15.29$13.15
avg. subs per rep5001250166712501000

Email Marketing: Steps To Building An Effective Campaign

Posted on by johnjmclaughlin

Brooke Bayer writes in Business 2 Community, “Developing an email marketing plan is a great tool to not only nurture your customers through the customer journey and to stay top of mind, but also a great tool for maximizing sales and customer loyalty. This tactic is used to build on that existing relationship and providing valuable information. Email marketing also allows you to target a specific audience, which is known as segmentation, based on your customer personas. The audience segments allow you to send the right content, at the right time, to the right people.

Why You Should Use Email Marketing (HubSpot, 2018):

  • Build Relationships – email marketing is a great way to build connections while delivering personalized content
  • Brand Awareness – When people receive an email from you, you will be top of mind and will be the first call they make when they are ready to move forward
  • Content promotion – people spend hours in their emails on a daily basis, which makes this a great outlet to share your most recent blogs, webinars, podcasts, etc.
  • Lead Generation – offering valuable content on your website will entice prospects to provide their information in exchange for the value add
  • Product Marketing – email marketing is a great way (and easy way) to promote your products and services right to your prospects
  • Lead nurturing – emails allow you the opportunity to nurture your contacts through the customer journey as you provide them with the right content, at the right time

However, a solid email marketing plan is not just segmenting lists and sending out a monthly newsletter – there is more to it than just that…”