• by Ben Frederick  @mp_benfred, August 21, 2015

VerticalResponse, a provider of online marketing tools to small businesses, has expanded its automation capabilities to include sending a follow-up email to people who may have missed a first email.

“It can be challenging to get the attention of your audience when sending a single email,” states David Shiba, VerticalResponse general manager.

“Our internal statistics show that customers can generate up to 50% more opens by re-sending to the non-responder group,” states Shiba. Non-responders are contacts that have not opened or clicked on the original email.

According to destinationCRM.com, VerticalResponse has added more design capabilities to its drag-and-drop email editor. The update includes an in-app, call-to-action button builder allowing the user to set the size, color, label and link for the email button.

The new tools include the ability to change background patterns and colors, cell colors and borders, divider lines, and social button styles.

Follow-up emails have been a part of best practices for email marketers for a while. VerticalResponse says the automation function has helped to streamline the process.

VerticalResponse, a Deluxe Corporation company, is one of Capterra’s top 20 most popular email marketing software providers. The company was also recently chosen as one of Business News Daily’s best email marketing companies for small businesses in 2015.

The new Follow Up feature is available to customers using VerticalResponse on a paid subscription plan.