ExactTarget and Pivotal Veracity Offer Delivery Tracking and Advanced Content Scoring

INDIANAPOLIS - July 13, 2004 With an industry-leading deliverability rate of 98 percent (96 percent to the inbox and 2 percent to the bulk folder), ExactTarget has taken a further step to solidify its leadership in the deliverability arena by entering into a strategic partnership with email deliverability auditing and management firm Pivotal Veracity. The partnership will provide ExactTarget customers a new product called Inbox Detective™ that will deliver a new layer of delivery tracking and advanced content scoring.

"Industrywide, more than 20 percent of legitimate email never hits the inbox," said Chris Baggott, co-founder and chief marketing officer of ExactTarget. "Those numbers should be unacceptable to a marketer. There are things that both marketers and their email service provider can do to ensure deliverability, such as fostering strong relationships with ISPs, putting in place sound permission practices and tracking and improving the deliverability of their email." The ExactTarget Inbox Detective™ helps marketers test and maximize email deliverability in three ways:

• The eDelivery Tracker feature enables marketers to peer into the Inbox at the top 21 ISPs to get a quick snapshot of their actual delivery rates at such ISPs as Gmail, AOL, Yahoo, Hotmail, MSN, Earthlink, Comcast, AT&T, RoadRunner and more. Marketers can track what percentage of emails is reaching the inbox, which are being redirected to the bulk folder and which are being discarded. Marketers can compare their results against industry benchmarks and access detailed reports and charts for each campaign. Results can be viewed in real-time, so problem areas can be identified and adjustments can be made. Marketers can choose from B2B, B2C and International seed lists.
• The eContent Scorer feature keeps emails away from content filters, which are the most widely used spam prevention technique, and also often erroneously catch legitimate permission email. With eContent Scorer, marketers can analyze email content against major spam filters and black lists before sending, and receive real-time advice on what content changes are needed to maximize email delivery.
• Individual consulting services are available to ensure that sound permission practices are in place and to leverage ISP relationships to work through delivery problems.

"Many email service providers still lack a holistic solution for success in today's email environment and only selectively share critical deliverability information with their clients," says Deirdre Baird, CEO of Pivotal Veracity. "ExactTarget has made it their absolute focus to directly empower their customers to ensure their success in email communications. Exact Target and Pivotal Veracity share the goal to vest organizations with the tools and intelligence they need to preserve email as a cost-efficient, highly effective and requested means of communicating with customers." "The Inbox Detective™ joins ExactTarget's other deliverability solutions including Content Detective, List Detective, Bonded Sender, Abuse Desk Management, Deliverability Report Card service, and SMTP Log Review."

About ExactTarget

ExactTarget delivers on-demand email software solutions for permission-based email marketing. The Home Depot, General Mills, Scotts, Bristol-Myers Squibb, and more than 2,400 organizations worldwide rely on ExactTarget email solutions to strengthen their customer relationships and to control email throughout the enterprise. ExactTarget offers solutions that meet the needs of all industry verticals and all size organizations, including SMB, corporate divisions, not-for-profits, large retail/direct marketers, agencies and enterprises. Privately owned and headquartered in Indianapolis, the company has 30 U.S. sales offices. To learn more, go to http://www.exacttarget.com/.

About Pivotal Veracity

Founded in 2003, Pivotal Veracity is an independent email delivery auditing and management company that enables permission-based email marketers to improve their email delivery. The Company's technology helps direct marketers and their chosen deployment vendors analyze their email campaigns and decisively improve inbox placement. Pivotal Veracity's customers are Fortune 1000 marketers. The Company also partners with leading direct marketing providers including, ExactTarget, Eclipse Direct Marketing and Blue Hornet. A supporter of CAN-SPAM, Pivotal Veracity believes in responsible direct marketing and double-opt-in list generation. For more information on Pivotal Veracity, please visit http://www.pivotalveracity.com/.

Contact

For Exact Target: Clarus Communications, Mara Conklin, 847.816.9411, mconklin@teamclarus.com

For Pivotal Veracity: Schwartz Communications, Davida Dinerman, 781-684-0770, pivotalveracity@schwartz-pr.com