VerticalResponse has introduced new features and tools in its email software to help small businesses streamline their email and social media marketing initiatives.

Small businesses using VerticalResponse systems to send emails will now be able to include direct links to their social media pages in the body of emails. By clicking on these links, customers will be able to share the content of the message via social media channels like Facebook and LinkedIn, while small businesses will be able to see which recipients click through these links and which sites they access. This will empower businesses to track how their customers spread marketing messages throughout social networks.

Small business technology news has lately been focused on ways enterprises are seeking to master social media. VerticalResponses announcement of these features comes a day after Roosts launch of a tool designed to track the “Likes” a small business receives on Facebook in order to generate information about local market penetration.

Tools like these, promising to make social media both easier to use and more effective, might motivate more small businesses to utilize sites like Facebook and Twitter. A Zoomerang survey released earlier this month showed small businesses lagging behind big businesses in establishing a social media presence.

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