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David Sims - TMCnet CRM Alert Columnist[March 30, 2005]

ExactTarget Upgrades CRM Tools

By David Sims, TMCnet CRM Alert Columnist

E-mail software provider ExactTarget has unveiled its Spring '05 software update, adding functionality to its on-demand permission e-mail marketing solution.

Software enhancements in Spring '05 are designed to help marketers improve the effectiveness of e-mail campaigns, more efficiently manage subscribers, view the performance of e-mail campaigns or subscriber(s) lists over time, and gain a greater level of deliverability by protecting e-mails against filtering based on domains and URLs.

Scott Dorsey, president of ExactTarget termed “true one-to-one relationships with their customers through e-mail” as the “holy grail.”

ExactTarget Spring '05 includes the following features:

  • Integration with WebTrends 7. This integration enables marketers to access campaign metric data, such as clickthroughs, cart additions, conversions and revenue, from the ExactTarget application and view this information superimposed on every e-mail link. The combined solution lets marketers examine behavior – from e-mail opens to conversions – in detailed web scenarios, integrate campaign costs with sales and product data to get a complete picture of ROI, and increase conversion by refining e-mail campaigns and site design.
  • An enhanced subscriber-centric architecture. Stronger legislative compliance is achieved by automatically reconciling conflicting subscriber profile data and consolidating critical opt-in/opt-out preferences and bounce information. The Profile/Subscription Center takes the guesswork out of permission-based marketing. Now, subscribers can indicate what the right message is to deliver at the right time. A new list/group suppression feature enables marketers to quickly exclude subscribers from mailings, ensuring consistency in communications and an appropriate level of e-mail frequency.
  • Enhanced results analysis tools. As a complement to ExactTarget's real-time tracking data to immediately analyze the effectiveness of e-mail campaigns, new reporting capabilities enable marketers to view performance over time in a rich, graphical format. With the E-mail Performance Over Time report marketers can easily see how effective an e-mail has been historically at driving results across multiple sends. The List Performance Over Time report helps marketers quickly analyze the number of subscribers on a list, how they were acquired and how they have responded over time.
  • Private Domain. With a deliverability rate of 98 percent, ExactTarget offeres a suite of deliverability solutions that help maximize deliverability to the inbox. With Private Domain, they give an added layer of protection against filtering based on domains or URLs. To reduce the likelihood of permission based e-mails erroneously being blocked, the Private Domain solution provides marketers with a Private IP and cloaks all domains and URLs in e-mail, not just the “from name.”

David Sims is contributing editor and CRM Alert columnist for TMCnet.

To discover how contact centers can save money and increase productivity by making the switch to IP Telephony, be sure to attend TMC's IP Contact Center Summit May 24-26, 2005, in Dallas, Texas.

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