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ExactTarget launches email marketing iPhone app

ExactTarget is letting marketers track and interact with their email marketing campaigns while on the go.

ExactTarget for iPhone provides email marketers with mobile access to their ExactTarget account, where they can view, pause or resume an email send in progress, view scheduled sends in both list and calendar views and access campaign tracking data.

"We specialize in email marketing communications, but from same platform we can also send and receive text messages and put up Web pages," said Scott Roth, director of product marketing for ExactTarget, Indianapolis, IN.

"Our software spans a wide range of clients that use it, from small organizations all the way up to sophisticated multichannel retailers," he said.

ExactTarget Inc. is a provider of on-demand email marketing software. ExactTarget for iPhone is available free of charge to the more than 7,000 marketers around the globe who use the platform to power their one-to-one marketing campaigns.

The company's on-demand one-to-one marketing applications enable clients to send business-critical and event-triggered communications to increase sales, optimize marketing investments and strengthen customer relationships.

ExactTarget offers four editions of its on-demand software application, along with integrated services such as ExactTarget for Salesforce.com AppExchange, ExactTarget for Microsoft Dynamics CRM and ExactTarget for Omniture Genesis.

"When we came to approach an iPhone app, we saw several emerging trends, including the fact that marketers today are increasingly on-the-go and pressed for time," M. Roth said. "A typical marketer in the past was someone at a corporate HQ not doing much out in the field, but marketers today engage with the latest technology, and over a third of our marketing group is remote employees.

"We've noticed a trend that marketers need remote mobile productivity apps that they use on a daily basis," he said.

ExactTarget offers a range of optimization services, including support, implementation and training, integration, deliverability, design and deployment, account management and strategic consulting.

The company's software powers permission-based email communications for thousands of organizations, including CareerBuilder.com, Expedia.com, Florida Power & Light, Gannett Co. Inc.'s USA Today, the NFL's Indianapolis Colts, the Home Depot, the Leukemia & Lymphoma Society, Liberty Mutual Group, Papa John's and Wellpoint Inc.

"We saw a huge gap in the marketplace, because there are tons of other companies like us, but no one else has done this, so we saw a first-mover opportunity," Mr. Roth said. "An iPhone app such as this is innovative for the email marketing space.

"We saw that our partners SalesForce.com and Omniture had success with their apps, so we decided to follow suit," he said.

ExactTarget claims to be the first email service provider to introduce an iPhone app.

The launch of the technology follows the introduction of similar applications from Software as a Service companies Salesforce.com and Omniture.

"We made an announcement at our big customer conference back in the fall, we have been promoting it and we're getting people to opt in for information and notices," Mr. Roth said. "We made a conscious decision to make this free to all users of our software, so we made the investment in the development of this value-added service for our clients.

"We'll recoup costs with the clients we'll retain, since they'll be less likely to seek out competitive alternatives," he said. "The iPhone app will help make them more happy with ExactTarget overall, it didn't cost us a ton and they will continue to see more enhancements to it."