Encyclopaedia Britannica Taps ExactTarget

Share this content:
Encyclopaedia Britannica Inc., Chicago, selected an e-mail solutions package from ExactTarget to improve its e-mail marketing program, ExactTarget said yesterday.


Britannica is known for its 32-volume encyclopedia and its work in electronic publishing, including the first encyclopedia on the Internet.


Britannica will use ExactTarget, Indianapolis, to communicate with its 600,000 online subscribers and others on its proprietary e-mail list who receive a monthly online newsletter, Inside Britannica, ExactTarget said. The newsletter also includes links to Britannica's Premium Online Service.


Britannica also is sending one-to-one communications to individual subscribers for the first time.


"With ExactTarget, our overall deliverability is significantly better," said Elizabeth Arnold, marketing manager, consumer sales at Britannica. "Our customers are receiving the communications they requested, and we're tracking a higher customer click-through rate and driving more revenues."


A study by Pivotal Veracity, an independent e-mail delivery audit and management company, found ExactTarget's average delivery rate was 98 percent compared with the industry benchmark of 81.4 percent. The study was conducted April 19-May 14 and tracked 21 of the country's top Internet service providers.


Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above