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ExactTarget launches first real-time email testing solution

 ExactTarget launches first real-time email testing solution

LONDON (Jan. 26, 2011)

Global email marketing and interactive marketing provider ExactTarget launched its new Real-Time A/B Testing solution today, giving marketers the industry’s first solution to improve email performance in real time based on customer interactions.

Unveiled at MarketingSherpa Email Summit 2011in Las Vegas, ExactTarget’s new Real-Time A/B Testing provides an intuitive interface within the ExactTarget application to create and monitor dynamic test emails in real time and choose the best performing email to send future subscribers.

“Marketers can now take the guess work out of determining which email is performing by seeing which one is getting more customer clicks in real time,” said Susan Marshall, senior director of product marketing at ExactTarget. “Unlike other email testing tools that lack real-time automation, this new feature helps ensure that marketers are delivering the most relevant email message to their customers.”

ExactTarget’s Real-Time A/B Testing allows marketers to test variables such as subject line, from name or send date/time. Throughout the testing, an updated dashboard provides a real-time view of subscriber opens, clicks and conversions, identifying the best performing variables. The feature also allows marketers to set predefined limits to automatically send the best performing email after a set amount of time to the remainder of subscribers, or modify the email campaign based on the test results.

“If there is one constant about online customers, it’s that they are consistently changing,” said Flint McGlaughlin, managing director of MECLABS, LLC. “That’s why it is essential to always be testing – especially testing those ‘best practices’ that are commonly accepted by many experienced marketers. As our researchers discover again and again, it’s often our biggest assumptions that are the biggest hindrances to conversion.”

ExactTarget’s new Real-Time A/B Testing is available free of charge to ExactTarget clients and can be accessed directly from the ExactTarget application. The launch of its Real-Time A/B Testing comes after the release of ExactTarget’s Real-Time Marketing: Data is the New Creative of the Real-Time Web, which is available for free download at http://pages.exacttarget.com/DataCreative/.

About ExactTarget ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including Expedia.com, Best Buy, Aurora Fashions, Papa John’s, Sun Microsystems, Value Retail, World Society for Protection of Animals and Gulf Air.

For more information, visit www.exacttarget.co.uk. -30- Media Contacts: Tom Flisher / Sean Fleming (Octopus PR for ExactTarget) – 08453 700 655 or thomas@octopuscomms.net / sean@octopuscomms.net

AJR
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