VerticalResponse provides self-service online marketing solutions primarily to small businesses. The weekly VR Buzz newsletter is our primary way to direct our current customers and prospects to the content we generate almost daily on our various corporate blogs, as well as to announce the latest VerticalResponse promotions and sales.
The VR Buzz is sent to more than 200,000 email addresses, and our audience runs the gamut from potential customers at the beginning of the marketing lifecycle (e.g., people who�ve signed up but haven�t used our service) to those deep in the lifecycle (e.g., customers who�ve been using VerticalResponse for more than 48 months.)
In June 2011, we completely revamped our VR Buzz newsletter strategy. First, it was completely redesigned to reflect our new branding, ensuring consistency across all channels and engagement through compelling content and visual design.
Secondly, we created multiple versions so that subscribers receive a different version of the VR Buzz based on where they are in the marketing lifecycle. For example, in the �Leads� version of the VR Buzz, we have content blocks that encourage them to sign up for a VerticalResponse account. In the �Conversions� version (people who already have an account), we have content blocks with special email credit offers as well as more educational features to help them get started with their email marketing.
This effort has resulted in a substantial increase in engagement, with open rates in the 40 to 45 percent range and click-through rates in the 3 to 10 percent range.
