ExactTarget announced today that Encyclopaedia Britannica, the leader in reference and education publishing, selected ExactTarget's on-demand email solutions to improve the deliverability and results of its newsletters and Britannica Store emails sent to 600,000 opted-in online subscribers and others on its proprietary email list. ExactTarget was selected from among several email service providers because of its outstanding deliverability rates, which top 98 percent, according to a study recently completed by Pivotal Veracity, an independent email delivery audit and management company.

The study was conducted April 19 to May 14 and tracked to 21 of the nation's top Internet Service Providers (ISPs), including those with the highest block rates. ExactTarget's average delivery rate was 98 percent (96 percent to the inbox and 2 percent to the bulk folder). In comparison, the industry benchmark during the same timeframe was 81 percent deliverability (76 percent to the inbox and 5 percent to the bulk folder).