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So, I thought I knew about email before this summer.

I had signed up for newsletters and fan clubs. I got the coupons from online retails and bookstores. I even thought that I sent a decent amount of email in a given day. But, I had a lot to learn.

I remember the day that I had first heard about ExactTarget at a career fair. I talked with the employees at the booth for ten minutes or so and thought it was a really interesting company. I went home and began sharing with my friends about this “email company” ExactTarget:

Friends: “So what do they do?”
Me: “They send email.”
Friends: “Spam?”
Me: “No, I don’t think so. Its email you sign up for.”
Friends: “Oh, spam.”

After spending 14 weeks working for ExactTarget, I know and can explain why we actually are driven by the opposite of spam—and fight hard against companies that want to send spam.

ExactTarget is actually focused on sending relevant, permission-based email messages to consumers in a one to one marketing model that reaches specific customers that have chosen to opt-in to the particular email message.

There are two types of email messages sent out: transactional and triggered. There is also a CAN-SPAM Act of 2003 that has set out to regulate what email needs to look like.

I now realize what a powerful email marketing software platform ExactTarget is and how it can truly help raise the ROI for a company’s marketing dollar.

Kyle Schroeder
Slingshot Summer Intern

ExactTarget has one of the industry leading email marketing software applications on the market. It has unbelievable capabilities to power massive email campaigns that intelligently reaches customers—increasing the marketer’s sophistication.

Additionally, this platform also provides detailed tracking capabilities. This allows marketers to monitor deliverability, click-through rates, and forwards—just to name a few.

As in most cases, ExactTarget didn’t stop there.

Enter: the iPhone application.

The ExactTarget iPhone application allows marketers to easily access and send tracking data easily and seamlessly. This allows you to stay connected and view all your tracking data for your email marketing campaigns in real time.

Stay connected, because your email marketing campaign doesn't stop just because you're away from your desk.

Kyle Schroeder
Slingshot Summer Intern

One question I find that comes up all the time is: what is embedded?

To begin to answer that question, you have to first know what ExactTarget’s software does. ExactTarget is not simply an email service provider, but a One-to-One Marketing software that services permission based email marketing, SMS marketing, and voice campaigns for companies throughout the world.

So what is embedded?

In the simplest form, ExactTarget Embedded is a product integration of the power of ExactTarget’s one-to-one marketing software with an external application. Companies then build their own tools and software on top of the platform ET has created.

Both independent software vendors (ISV) and web-based applications are prime candidates for embedding this platform into their list of tools.

Let’s say I sell a CRM tool and want an email component as well, ExactTarget can be embedded into that software and is then powered by ExactTarget.

If I am an eCommerce site that offers web-based services and want to offer email marketing in my product mix, then ExactTarget can be embedded into the platform I am already using.

In both of these examples, the end customer never knows that they are using ExactTarget because the company provides its own look and user interface on top of the ExactTarget software.

Kyle Schroeder

ExactTarget has a highly-talented team of people working with one objective in mind: developing strategic partnerships with referral, consulting, embedded, integrated, and reseller partners.

Why?

These partnership strengthen the abilities of the companies we work with and allow more people to utilize the power of ExactTarget’s one-to-one marketing software through email, SMS, and voice. ExactTarget is the perfect email marketing solution for many businesses looking to send direct email marketing campaigns.

Our partner page lists who we are currently aligned with and our program guide gives you detailed description of what it means to be a partner with ExactTarget, an industry leader in 1 to 1 Email Marketing Solutions that can develop effective email marketing campaigns across industries.

Interested in learning more? Download the ET Partner Program Guide PDF.

Kyle Schroeder
Slingshot Summer Intern

I was eating dinner this week in a local fast food restaurant in Anderson, IN and they had a giant box sitting on the counter that encouraged customers to sign-up for their email list.

Since I work for an email marketing company: they got me.

I signed up.

What was good about this?

1.       Subscribers are opting-in to the communication.

2.       The database is going to be subscribers who want regular communication.

How could this be improved?

1.       Convert from paper to SMS. Instead of having me fill out a slip of paper with my contact information, have me opt in by text message.

2.       Follow-up and engage immediately. I still have yet to receive any communication and it has been 3 days later. By the time I receive their first “welcome email”, will I still want communication?

This type of SMS campaign can be developed through the email marketing software powered by ExactTarget. SMS campaigns can instantly capture and engage subscribers by simply texting a keyword to a short code. The system replies with a confirmation text and then can ask for an email address in step 2.

You have now grabbed my cell phone number and my email address, two valuable pieces of information that can build a bigger and stronger email marketing program.

Have you considered ExactTarget?

Kyle Schroeder

Slingshot Summer Intern

ExactTarget has a great tool incorporated into their powerful email marketing software that features voice messaging.

From promotional messages to appointment reminders, emergency notifications to direct marketing campaign follow-ups, Voice has emerged as a powerful addition to your one-to-one communication arsenal. 

So as an airline, I might want to create a promotional campaign that pulls in the “pilot of the year”. A message could be recorded from him that encourages all the passengers that flew last year around the holidays to book their flights early. By using the code this message provides, the customer could receive a 15% discount.

The delivery and personalization of this message is unlike a TV commercial or flyer in the mail. It’s a direct message that is targeted toward previous customers.

There are also powerful tracking reports that can be generated with these campaigns. Comprehensive data tracking—including actual call receipt, ideal call times, number and duration of received calls, and call-to-action transfers—are recorded for your analysis.  

The Tennis Championships that were held in Indianapolis this summer chose to use ExactTarget to use voice to connect with fans.

Have you considered incorporating the power of voice into your one-to-one marketing campaign?

Kyle Schroeder

Slingshot Summer Intern

I was walking through a department store here in downtown Indianapolis the other day when I noticed a giant rack of clothes that were all discounted 75%. That is a good price, especially when many of these were originally priced at $50-$75 each.

Then, I started to think about how one would know about a sale like this. Maybe they have a mailing list they send to. Maybe they do send emails to their subscribers. But, I wonder if they have considered sending out text messages to their shoppers.

Especially since I work just five minutes from where the store is, a text message update that would alert me when a department store that I like to shop at has a two or three day sale on clothes could be really effective. I might consider stopping in during lunch, when I wouldn’t have regularly done so otherwise.

ExactTarget has a powerful email marketing software that allows companies to effectively target their audience through 1 to 1 marketing. Part of this platform includes a SMS text message marketing component that can power effective campaigns like I suggest above.

Kyle Schroeder

Slingshot Summer Intern

I hate it when events get rained out or planes get delayed because of bad weather. What’s even worse is when I drive all the way there and don’t find out about the delay until I’ve already wasted an hour of driving and $10 in gas money.

Those in the travel industry have a real opportunity to take advantage of the power of SMS campaigns to connect with their customers in a relevant way. From weather updates to checking frequent flyer mile balances, SMS campaigns can be a way to cut through the clutter and build a subscriber database that is engaged.  

The Indianapolis Symphony Orchestra uses ET’s SMS campaigns to notify ticket holders of changes in events and to allow audience members the chance to vote on the final song of the night.

Airlines could update travelers on ticket information, boarding times, and weather delays.

I know that when I travel, I take my cell phone (but, honestly, I take it everywhere). To be engaged with text message updates with relevant information can come in handy alongside of a powerful email marketing software, such as the one ExactTarget has to offer.

Kyle Schroeder

Slingshot Summer Intern
 

During our company wide sales meeting taking place this week, the question was raised regarding the reasons behind why a company would use Facebook.

Some are using Facebook because everyone else is.

Others understand the power of Facebook and how this can be a way to reach the Gen Y, college student, 20-something age group. We are using Facebook and if companies can develop marketing programs that center on the needs of the consumers they wish to target—such as Facebook—they can have their message heard.

I want to make the point here that you should not use Facebook simply because everyone else is.

It will not be effective.

Saying you have a Facebook presence and describing your actual presence on Facebook are two different things.

Facebook should serve as only one tool in a chest full of options to better reach your consumers and to develop your marketing programs. ExactTarget now has a social forward tool on their email marketing software that allows users to take relevant emails and post them to sites such as Facebook. Combine this with the power of an effective targeted email campaign and you can really make an imprint in your market.

Papa John’s has done a great job using Social Forward to expand their email campaign. Kristeen Hudson expands on their method in her blog, Social Media is a Real Marketing Strategy.

If you would like to learn more about Social Forwarding check out the webinar Social Forward: Email Meets Social Networking. by Emily Riley, Senior Analyst for Forrester Research

Kyle Schroeder

Slingshot Summer Intern

ExactTarget has an excellent internship program that is well developed and focused on providing worthwhile experiences for both the student and the company.

I hear from many of my friends that they just aren’t be utilized at their internships. They sit around and surf the internet for 6 of the 8 hours they are on the clock because they don’t have anything to work on.

That is not the case at ExactTarget.

This is week #7 for me and I am juggling a handful of meaningful projects. I have been able to work with several different people and departments and take on work that is significant and challenging. I didn’t really know much about the world of email service providers or email marketing software, but after an intense week of training and a dive headfirst into the channel sales department of ExactTarget, I have picked it up.

I would strongly encourage any company to carefully consider how they build an internship program. Be willing to challenge and push your interns. Let them fail. But, should you hire the best and brightest, maybe they will succeed.

Keep in mind, this all begins with recruiting the best talent. Using a targeted email campaign or SMS marketing can be a great way to reach out to college students.

While undergoing this process, make sure you emphasize three areas of your company:

1.       What an intern does and how you will challenge them.

2.       The kind of culture your company has fostered.

3.       The core values that are rooted in your company.

You will find these are important questions that college students have when they think about and talk up companies.

Kyle Schroeder

Slingshot Summer Intern