Experts Offer New Insight on How Privacy, Permission Boost Effectiveness of Email Marketing

Insiders Share Insight to Increase Email Delivery Rates

INDIANAPOLIS--(BUSINESS WIRE)-- Global email marketing and interactive marketing provider ExactTarget released a new executive briefing today, giving marketers exclusive insight into how privacy and permission can boost delivery rates of email marketing campaigns.

Featuring insight from 11 of the industry’s top experts from Yahoo! Mail, Earthlink, McAfee and the Online Trust Alliance and others, the briefing is a collection of letters to executives identifying best practices in consumer permission and privacy in email marketing.

“With as much as 20 percent of all email blocked as spam by internet service providers, marketers must move quickly to make subscriber permission the foundation of their online marketing,” said Chip House, ExactTarget’s senior director of industry and relationship marketing. “Consumers are increasingly cautious online, really dislike unsolicited email and expect marketers to either deliver compelling content or face being ignored or reported as spam.”

The Letters to the C-Suite: Getting Serious About Permission and Deliverability briefing provides practical tips on how to increase email delivery rates and offers insight into trends affecting email marketing. Key topics featured in the briefing include:

• The affect of customer clicks and opens on overall email delivery
• How shedding inactive customers from an email list can increase program effectiveness
• Why making it easy to unsubscribe from a list is as important as attracting new customers

“The first thing marketers must understand is that your email recipients have the power,” said Geralmy Swint, senior network abuse engineer at Earthlink. “Internet service providers listen to their customers regarding spam complaints - customers act as the eyes and ears of the ISPs, and we trust them to be that for us. Their expectation is that the click of a button will keep them from receiving unwanted mail.”

The Letters to the C-Suite: Getting Serious About Permission and Deliverability briefing is available for free download at: www.ExactTarget.com/deliverability.

The launch of the briefing follows the release of ExactTarget’s Email X-Factor report, a study of how consumers interact with brands online based on a series of focus groups, interviews and surveys conducted in March and April. The report is the second in a six-part Subscribers, Fans & Followers research series set for release through August designed to provide marketers exclusive insight into how U.S. consumers’ interact with organizations online.

About ExactTarget

ExactTarget is a leading global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, voice messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organizations around the world including Expedia.com, Aurora Fashions, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit www.exacttarget.com or call 1-866-EMAILET.

CONTACT:

ExactTarget
Mitch Frazier, 317-275-5034
mfrazier@ExactTarget.com
or
Dittoe PR for ExactTarget
Lauren Sanders, 317-202-2280 X 10
lauren@dittoepr.com

KEYWORDS:   United States  North America  Indiana

INDUSTRY KEYWORDS:   Technology  Internet  Communications  Advertising  Marketing

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