ExactTarget advises corporate spamming awareness

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ExactTarget, an Indianapolis-based e-mail marketing software company, on Thursday released its midyear revised forecast of the top e-mail marketing trends for 2005. The predictions it made at the beginning of 2005 were adjusted "to reflect current market adoption, common practices and new theories on e-mail marketing," according to the company. Among the trends, ExactTarget said companies need to control so-called "corporate spamming." Because companies are responsible for communication originating from employees, marketers need to be aware of how their employees are using e-mail. "How does a marketer know that someone in the company is spamming or engaging in other practices that could result in the company being blacklisted or even fined?" said Chris Baggott, co-founder of ExactTarget. "Marketers must control outbound e-mail at the enterprise level," he said.

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