ExacttargetEdit

ExactTarget was a software company that specialized in email marketing and marketing automation, built to help businesses communicate efficiently with customers at scale. Based in Indianapolis, Indiana, the firm grew by offering a platform that combined list management, segmentation, and analytics to support targeted campaigns across multiple channels. Its emphasis on measurable results and enterprise-grade capabilities made it a popular choice for mid-size and large organizations seeking to streamline digital outreach and customer engagement.

In 2013, ExactTarget was acquired by Salesforce for about $2.5 billion in cash, a deal designed to extend Salesforce’s cloud-based customer relationship management into a broader marketing platform. The acquisition led to the integration of ExactTarget’s technology into what is now known as Salesforce Marketing Cloud, a suite that combines email marketing with other channels such as mobile messaging, social media, and advertising. The transition helped propel the idea that a unified, data-driven approach to marketing could be a core asset for firms pursuing growth through direct customer interaction. See Salesforce and Salesforce Marketing Cloud for more on the evolution of the product line and its place in the broader CRM ecosystem.

Overview

Core purpose: to enable businesses to design, execute, and measure email campaigns and cross-channel marketing programs at scale. This included tools for campaign creation, customer segmentation, automation, and analytics, all tied to a centralized database of customer information. See email marketing and marketing automation for related concepts.
Platform reach: with a technology stack designed for high-volume sending, campaign personalization, and performance reporting, ExactTarget served a wide range of industries, from retail to financial services. The underlying approach rests on the ability to leverage customer data to improve relevance and conversion, while offering marketers control over frequency, content, and opt-out preferences. Learn more about data management platform concepts and how these tools relate to CRM systems.
Evolution through integration: the company’s technologies were folded into Salesforce, reinforcing the trend toward integrated suites where marketing activities are connected to sales, service, and customer data. For context, see the broader cloud computing landscape and how it interacts with CRM platforms.

History

ExactTarget emerged in the early 2000s as a venture focused on email-driven customer communications. Its Indianapolis base positioned it at the heart of a growing American tech and startup scene outside the coastal hubs. Over time, the company expanded its offerings to address cross-channel marketing needs and deeper data insights, aligning with the rising demand for measurable marketing investments. The strategic move to join Salesforce reflected a belief in the value of combining marketing tools with robust CRM and analytics capabilities. See Indianapolis and Indiana for regional history, and Salesforce for the broader corporate context.

Products and technology

Email marketing and automation: the core product line centered on building, sending, and optimizing email campaigns with targeting based on customer data. These capabilities are commonly discussed in relation to email marketing.
Cross-channel marketing: later developments emphasized connecting email with other channels, including mobile messaging and social engagement, to create cohesive campaigns across touchpoints. See cross-channel marketing for related concepts.
Data and analytics: the platform emphasized data collection, segmentation, and performance metrics to help marketers justify spend and optimize campaigns. This intersects with data privacy concerns and regulatory considerations such as CAN-SPAM Act and, more broadly, modern privacy regimes like GDPR and CCPA.
Integration with Salesforce: the acquisition integrated ExactTarget’s capabilities into Salesforce Marketing Cloud, aligning marketing operations with the broader CRM and sales ecosystem.

Acquisition and integration

The 2013 acquisition by Salesforce was a defining milestone, signifying a shift toward end-to-end cloud-based marketing solutions tied to customer data and sales workflows. The combined platform positioned marketers to plan campaigns, manage customer journeys, and measure impact within a single ecosystem. See Salesforce and Salesforce Marketing Cloud for related integration strategies and product evolution.

Controversies and debates

Data collection and consumer targeting: as with many marketing platforms, the core tension centers on how consumer data is collected, stored, and used for targeting. Proponents argue that relevant, consent-based marketing improves user experience, reduces irrelevant messaging, and supports business efficiency. Critics raise privacy concerns and call for stronger transparency and controls. The appropriate balance is typically framed as a matter of consent, transparency, and enforceable standards.
Privacy regulation and innovation: supporters of a flexible regulatory approach contend that well-crafted rules protect consumers without crippling innovation or enterprise competitiveness. Critics may argue that excessive restrictions can hamper small businesses and curtail legitimate uses of data for personalized services. From a market-oriented perspective, a framework that emphasizes clear rules and accountable practices tends to outperform blanket prohibitions that distort competition.
Market dynamics and consumer choice: the rise of integrated marketing platforms is seen by advocates as generating efficiency and clarity for buyers and sellers alike, with consumers benefiting from more useful offers and experiences when data usage is transparent and respectful. Critics of these trends sometimes claim marketing practices erode autonomy or enable manipulation; a pragmatic response emphasizes strong enforcement of consent and robust opt-out mechanisms, while allowing businesses to innovate within those boundaries.
Governance and accountability: as with any large technology platform, governance questions arise regarding accountability for data handling, security incidents, and the responsibilities of platform providers versus users. A practical approach stresses industry standards, credible audits, and voluntary compliance where feasible, while not dismissing the importance of consumer protections.

Regulation and policy

CAN-SPAM Act: enacted to curb unsolicited email while allowing legitimate commercial communications to function, CAN-SPAM remains a baseline standard for email marketers in the United States. It interacts with platform features to help ensure opt-out requests are honored and messages are clearly identified.
GDPR and international considerations: privacy regimes like the European Union’s GDPR influence how data is collected and used by marketing platforms, encouraging data minimization, consent-based processing, and stronger user rights. See also privacy and data protection discussions for broader contexts.
State-level privacy regimes: in the United States, evolving state laws such as the CCPA shape expectations for data access, deletion, and opt-out preferences, affecting how platforms organize data flows and consent mechanisms.
Industry self-regulation: groups such as the IAB promote best practices in digital advertising and consent frameworks, providing guidelines that complement formal law and help harmonize user experiences across publishers and advertisers.