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ExactTarget Launches Industry’s First On-Demand Integration with Pivotal Veracity’s MailboxIQ

On-demand email and one-to-one marketing solutions provider ExactTarget announced today the industry’s first software as a service email integration with Pivotal Veracity’s patent-pending MailboxIQ technology.

The integration gives email marketers the ability to track deliverability, reputation and recipient platform preferences at the customer level with insight on how messages perform across mobile, social, search and traditional Web and software-based email platforms.

“Marketers have relied upon anecdotal information for years to understand what happens to their messages when they arrive at their subscribers’ mailbox,” said Chip House, ExactTarget’s vice president of industry and relationship marketing. “MailboxIQ is a game-changer because it provides real-time data at the subscriber level on whether the email was delivered to the inbox, spam folder or blocked entirely.”

Traditional approaches to deliverability assurance relied on sending test messages to a small list of marketer-owned email addresses to identify how an internet service provider like Hotmail, Gmail or Yahoo would handle the message. While the tests identified where the messages were delivered - inbox or spam folder – they didn’t provide insight into how subscriber actions affected long-term sender reputation tracked at the major email providers.

“Many of the large internet service providers are now looking at deliverability differently,” House said. “They may allow a sender’s message through to one subscriber’s inbox while delivering the same message to someone else’s spam folder based on their history of deleting messages from the sender.”

In addition to tracking inbox and spam folder placement, MailboxIQ gives marketers the ability to identify how subscribers interact with email messages on mobile devices and via social networking sites such as Facebook, Twitter or MySpace.

“ExactTarget’s integration with MailboxIQ provides a game-changing on-demand solution that gives marketers a level of insight into subscriber behavior not seen in any other platform in the industry,” said Deirdre Baird, founder and chief executive officer, Pivotal Veracity. “With ExactTarget’s multichannel platform integrated with MailboxIQ, marketers have a clear picture of what actually happens to emails after they are sent.”

“This critical intelligence translates into better deliverability, more relevant and engaging communications and a competitive advantage that drives bottom-line results,” Baird said.

The news of ExactTarget being the first software as a service email marketing platform to integrate with Pivotal Veracity’s MailboxIQ technology is the latest in a series of partnership between the firms. In 2008, the companies launched ExactTarget Inbox Preview powered by Pivotal Veracity – an integrated solution that allows marketers to preview email campaigns and see what they look like in multiple desktop, web and mobile email clients prior to sending without ever leaving the ExactTarget application. The companies have also partnered to deliver a Mobile Email Optimization Solution.

ExactTarget is among the world’s largest email marketing and one-to-one marketing firms, serving clients from small businesses to multi-national brands. The company’s on-demand software allows marketers to build, send and track email, SMS text messaging, voice messaging, Web content and social media interactions from a single Web-based platform.

About ExactTarget

ExactTarget is a leading global provider of on-demand email 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, Liberty Mutual Group and Wellpoint, Inc. For more information, visit www.exacttarget.com or call 1-866-EMAILET.

About Pivotal Veracity

Pivotal Veracity is the number one ranked independent email delivery auditing and optimization company. The company provides a suite of solutions that empower permission-based enterprises with tools and expertise to improve the credibility, deliverability and effectiveness of their online communications. Pivotal Veracity’s solutions are offered directly to businesses as well as through a network of more than forty leading email deployment platforms, service providers and agencies worldwide. For more information, visit www.pivotalveracity.com.

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