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Summer Reflections from an Intern at an Email Marketing Company

Thursday, August 27, 2009 by Kyle Schroeder

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

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