Marketing matters: Tracking & reporting tools let small businesses dig deep into data

In this economy, there’s not a company out there with marketing dollars to spare—particularly when it comes to small business. But cutting marketing hinders growth, and even leads to loss in market share or revenue. VerticalResponse says its solutions let small businesses proceed with marketing in the smartest, most precise, most cost-effective way possible while removing the guesswork.
By Manufacturing Business Technology Staff February 4, 2009

VerticalResponse , a provider of self-service email marketing and direct-mail solutions, has released a series of new tracking and reporting tools featuring easy-to-view graphs and charts that depict the success of various campaigns in a quick dashboard view—or dive deep into data.

The new features let small businesses refine campaigns and lists, which ensures that each marketing dollar is well-spent.

“When the economy is bad, a business’s instinct might be to cut marketing spend, but then they’re hurting sales, stunting growth and otherwise limiting revenue streams. However, as a small business, we understand that every single marketing dollar has to be accounted for, especially when money is tight,” says Janine Popick, CEO, VerticalResponse. “With this new level of analytics, customers can determine what is working and what’s not, to ensure they are sending out the most effective emails to customers%%MDASSML%%and eliminating unnecessary spending.”

The new features help marketers analyze each aspect of various campaigns. Customers can view into which lists are most productive, which links generate the most traffic, how subject lines perform—and can easily share their findings with their teams. A close look at how frequency impacts the success of a campaign lets small businesses know for sure which payment option they should choose to get the best ROI. For example, the pay-as-you-go pricing structure works best for less frequent mailing, while the new, low-priced pay-per-month structure allows unlimited email for those who find mailing their lists more often works best.

“The better able businesses are to target their emails, the more success they’ll have,” said Popick. “These new and enhanced features make it easy for marketers at any level of experience to get a precise picture of exactly who their customer is, and how they best respond.”