Encyclopaedia Britannica Taps ExactTarget

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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.

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