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ExactTarget and Pivotal Veracity Integrate Solutions
Nov 18, 2009 (Close-Up Media via COMTEX) --
On-demand email and one-to-one marketing solutions provider ExactTarget announced what it called the industry's first software as a service email integration with Pivotal Veracity's patent-pending MailboxIQ technology.
The company stated that 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."
ExactTarget explained that 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."
((Comments on this story may be sent to newsdesk@closeupmedia.com))
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