Vertical Response is a web-based email marketing campaign service that is geared for both large and small audiences. This tool allows arts organizations to create unique emails, surveys, and landing pages to connect with their audiences and subscribers. Vertical response has a free 60-day trial, but following that there are three pricing options, two of which operate on a sliding scale. They offer a basic and pro subscription which ranges from $11-$363. The Pro version offers more features such as A/B testing and additional information on the analytic reports. Individuals also have the option “Pay as you go” meaning paying for each email that is sent rather than pay for unlimited emails per month. Emails and surveys are created online via a computer through the Vertical Response email manager editing page. Vertical Response has roughly 30 templates for users to edit for their use as well as a “Create you Own” option. This system is most useful because it is easy to establish mailing lists and schedule emails, allowing administrators to write several emails at once and not have to go back and send them later. The system also has the option to schedule auto-follow-up emails to send to specific groups, such as those that didn’t open the first email.
Arts organizations would benefit from using this system because it allows organizations to create well-designed email to share information and advertisements with their audiences. Ambassador Theater uses Vertical Response to manage their launch page and reach audiences through regular emails. Many private artists such as Mick McAndrews also use Vertical Response since it is an affordable resource to send email campaigns to audiences.
This infographic is about the public participation in the arts through electronic or digital media. According to the survey, there are some main categories (types of art) that people using electronic to participate in. in addition, the National Endowment for the Arts also gives the data of 2017. Such comparison shows that the percentage of people using technology to participate in arts is increasing.
Nowadays, the usage of technology is very important to the field of arts management. In China, there is a new digital technology becoming popular among arts organizations: Taobao. It is reputed to hold an 80% share of China’s C2C market.
Taobao is a Chinese online shopping website funded by Alibaba in 2003, and it is similar to Amazon and eBay. They providing platforms for small business, entrepreneurs, and customers to open online stores, and their main market is Chinese-speaking regions. In 2016, Tmall (Taobao’s B2C platform) occupied 60% Chinese B2C Trading Platforms.