Vertical Response boosts Social Media offering with Roost

Janine Popick verticalresponseEmail marketing provider VerticalResponse has acquired social media start-up Roost. With the added functionality Vertical Response wants to let users “create, schedule, manage, and measure their social media marketing campaigns”. The email service provider has a focus on self-service marketing solutions for small businesses.

Vertical Response was founded in 2001 by Janine Popick, the current CEO. The company has been profitable since 2005. In the past three years it has grown 150 percent.  These days the San Francisco-based company has almost 100 employees.

According to Information Week a partnership was also discussed, but as Vertical Response would see social element as a core part of their offerings, a acquisition made more sense. Sharing with social networks through the Vertical response tooling has seen great growth, now being 14 times the number it was a year ago.

Roost Social Media platform

roost by verticalresponse

Roost offers one dashboard to update your social media accounts like Twitter, Facebook and Linkedin. It allows you to schedule updates via a built-in calendar just like you would with marketing campaign in traditional campaign management tools.

The Roost services are currently free and is also available for non-Vertical Response customers. But there are plans for an additional service of $10 to $40 in the future.

Email marketing providers go social

The move into social by Vertical Response comes in a line of social media integrations and acquisitions by email platform providers. And the company might be on to something, as survey earlier this month suggests that Social Media and Email Marketing are listed are the top areas of investment and budget growth for marketers.

Janine Popick: “We look at social media as the perfect complement to email marketing. If you take a specific example, a small business more often than not has historically built their customer base and much of their business around a customer’s email address, which they’ve likely been emailing for quite some time. Now they’re using a new channel to communicate with some of these people who get their email offers and others who prefer to hear from the business through social channels.”

Terms of the deal were not disclosed.

About Jordie van Rijn


Jordie van Rijn is an independent email marketing consultant and Analyst. He is the Founder of Email Vendor Selection and specializes in smart email marketing, optimisation and RFP / vendor selection. Named on of "50 Online Marketing Influencers to Watch in 2016 " by Entrepreneur magazine.