Encyclopaedia Britannica Taps ExactTarget

Share this article:
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.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.

App of the Week: Refresh

App of the Week: Refresh

Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.

Data Helps Wyndham Hotel Group Deliver a Five-Star Experience

Data Helps Wyndham Hotel Group Deliver a Five-Star ...

The hotel company relies on technology to ensure that its rates and inventory are in sync across platforms.