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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Mobile

Special offers are the the #1 motivation for mobile users to opt-in. - eMarketer "Special Offers Get Mobile Users to Opt In" (2014)

A November 2013 study by TiVo found that three-quarters of US TV viewers were more focused on what was on the TV, even when using a second screen. - eMarketer "Multitasking TV Viewers Primarily Focus on the Television" (2014)

Smartphones were the No. 1 device respondents used while watching TV, with more than six in 10 saying they had “ever” used a smartphone while watching television and around one-quarter who “almost always” used such a device during the activity. - eMarketer "Multitasking TV Viewers Primarily Focus on the Television" (2014)

Facebook IDs are No. 1 for social logins on mobile devices. - eMarketer "Users 'Like' Facebook for Social Logins" (2014)

51% of emails are now opened on a mobile device. - Litmus "Email Client Market Share: Where People Opened in 2013" (2014)

A new Yesmail study shows revenues per click on mobile marketing emails exceeded those on desktop, at $7.14 vs. $3.26. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014)

The number of email subscribers who view emails exclusively on their mobile device has increased by almost 50 percent. Simultaneously, the number of “hybrid” users, viewing emails on both desktop and mobile interchangeably, has decreased at roughly the same rate, by 50 percent. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

The average dollar amount per order driven by email is $9 lower on a mobile device, across industries ($78.96 on mobile versus $88.32 on desktops). For the retail industry, the gap shrinks to $2 ($58.64 versus $61.06). - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

The iPhone accounts for 26 percent of mobile email purchases; Android smartphones for 18 percent. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Across industries, over 16 percent of sales driven by email happened on a mobile device. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

By device, 82 percent of all email opens and clicks occur on Apple devices. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Of smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Research finds that mobile has officially overtaken the PC for time spent online in the US, with females spending the most time on the mobile web. - eMarketer "How Digital Time Spend Breaks Down by Device, Gender, Content Area" (2013)

Apple and Android continue to consolidate the US smartphone market with Android making up 47.5% of user share and Apple with 39.5%. - eMarketer "Android, Apple Continue to Consolidate US Smartphone Market" (2013)

Tablets are associated with a higher average order value (AOV) - the marketing tech company Kenshoo reported an AOV of $106 for tablet purchases vs. $97 for smartphones, which is likely because tablets can help take a customer through the entire journey from video ads to product research to conversion. - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

Forrester Research found that "tablet owners were far more likely to travel the entire length of the purchase process on their device, while mobile phones were more focused on locating a store." - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

Mobile will out-ship PCs worldwide by a margin of five to one by 2017. - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

In 2017, smartphones will account for 27.0% of retail mcommerce sales, eMarketer predicts. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

Smartphones and tablets are accounting for a greater share of total US ecommerce retail sales, according to new estimates from eMarketer and they expect that mobile's share of total US ecommerce retail sales will reach 16% in 2013. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

7.2% of subscribers are opening the same email on both their desktop and smartphone. - Harland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

55.2% of emails were exclusively opened on a desktop. 25.0% were exclusively opened on a smartphone; 7.3% on a tablet. - Harland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

42% of marketers design their emails to render differently on mobile devices; therefore, 58% are not. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

Desktop & smartphone email opens happened most often between 10am- 4pm. Tablets had greatest % of opens 6pm-10pm. - Hardland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

More people own laptops (83.9%) and smartphones (80.2%) than desktops (59.6%). - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

"Off hours" are peak hours for mobile opens on the weekdays (early morning, after work, evening) while desktop opens outperform mobile opens during the work day. - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

38% of subscribers are using an iPhone or iPad to view emails as compared to 28% of subscribers using Outlook. - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

59% of emails opened on a desktop were classified as read (as opposed to skimmed or just opened), meaning recipients spent 10 seconds or longer engaged with the email. Only 50% of emails opened on a mobile device were classified this way. - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

Mobile email readership (43%) continues to surpass desktop email readership (37%). - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

If a message doesn’t look good on their small screens, 70% say they’ll just delete it, while 23% will look at it again on a computer and 16% will unsubscribe. Only 9% will try to read the message on their smartphone. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

36% of respondents said they check emails, text messages, social media and voice mail as soon as they wake up every day, while 75% check messages at least once before they head out the door to work. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

91.4% of respondents said they use their smartphone to check their personal email. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

73% of respondents said they preferred email to direct mail, text messages or a combination of channels. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

iPhone owners now constitute 25% of the cellphone owner population (up from 10% in 2011). - Pew Research Center "Smartphone Ownership 2013" (2013)

Android owners now account for 28% of all cellphone owners (up from 15% in 2011). - Pew Research Center "Smartphone Ownership 2013" (2013)

The proportion of cell owners who said they own a Blackberry device fell from 10% in 2011 to just 4% in 2013. - Pew Research Center "Smartphone Ownership 2013" (2013)

Nearly half (49%) of cell owners surveyed with a household income of $150,000 or more said their phone was an iPhone. - Pew Research Center "Smartphone Ownership 2013" (2013)

Compared with the general population, 49% more moms have smartphones (81% vs. 54%). - comScore/BabyCenter "2013 Social Mom Report" (2013)

In a year-over-year comparison, smartphone ownership by moms is up 25% and tablet ownership is up 79%. - comScore/BabyCenter "2013 Social Mom Report" (2013)

According to Movable Ink, almost 60% of all email opens in March 2013 were on a smartphone. 34% of those were on an Apple device; 23% were on an Android. - Movable Ink "Email Opens, March 2013" (2013)

During the second half of 2012, 41% of emails opened were opened on a mobile device. - Knotice "Mobile Email Opens Report, 2nd Half of 2012" (2013)

Mobile and tablet email opens have increased from 13% in Q4 2010 to 41% in Q3/Q4 2012. - Knotice "Mobile Email Opens Report, 2nd Half of 2012" (2013)

In 2012, 40% of emails were read on a mobile device, compared with 35% on a desktop. - Informz "2013 Association Email Marketing Benchmark Report, Part I: Key Metrics" (2013)

Almost 85% of respondents own a mobile device such as a smart phone that is enabled to receive email, up 8% from 2012. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

80.3% of consumers delete an email on their mobile phone if it doesn't look good, up from 69.7% in 2012. 30.2% said they would unsubscribe. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

43% of consumers say they read emails most often on a mobile device. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

In 2013, about 7% more consumers report using their mobile device to triage emails some or all of the time. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

74% of consumers are either extremely or somewhat likely to show their mobile phone to a store cashier to redeem a discount code, barcode, or online coupon instead of printing the coupon and bringing it to the register. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

53.4% of consumers are somewhat likely to buy an item or service from an email they read on their mobile device. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

Early Adopter Millennials are 20% more likely than other Millennials to use email on their mobile device. - Experian "2013 Digital Marketer Report" (2013)

58% of email marketers are not designing their emails to render differently on mobile devices. - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

Fifty-eight percent of respondents said that the pervasiveness of smartphones and tablets will affect their email marketing plans in the next 12 months. - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

52.5% of smartphone users own an Android device. - BrightWave Marketing "The Email Experience on Mobile: Ignore Droid at Your Own Risk" (2012)

119.3 million people in the U.S. own smartphones, up 8% since June 2012. Google Android ranks as the top smartphone platform with 52.5% market share, while Apple's share is 34.3% and RIM ranked third with 8.4%. - BrightWave Marketing "The Email Experience on Mobile: Ignore Droid at Your Own Risk" (2012)

2 times as many Android smartphone owners use GMail for Android over their manufacturer's email client. - BrightWave Marketing "The Email Experience on Mobile: Ignore Droid at Your Own Risk" (2012)

74% of women use GMail for Android; 62% of men use GMail for Android. - BrightWave Marketing "The Email Experience on Mobile: Ignore Droid at Your Own Risk" (2012)

More than 80 percent of marketers expect their organization to increase focus on mobile marketing strategies in 2013. -Aquent "Marketing Salaries, Strategies and Trends for 2013" (2013)

41% of marketing e-mails were opened on a mobile device in the second half of 2012. That’s up from 36% in the first half of 2012, 27% in the second half of 2011, 20% in the first half of 2011 and 13% in the fourth quarter of 2010. - Knotice "41% of Marketing E-mails are Opened on Mobile Devices" (2013)

During the second half of 2012, 28.98% of marketing e-mails were opened on a smartphone, 12.10% on a tablet, and 58.92% on a desktop or laptop PC. - Knotice "41% of Marketing E-mails are Opened on Mobile Devices" (2013)

Among smartphones, 21.53% of all e-mail opens occurred on an iPhone and 6.00% occurred on an Android phone. The remaining 1.45% occurred on other smartphones. - Knotice "41% of Marketing E-mails are Opened on Mobile Devices" (2013)

32.99% of all marketing e-mails were opened on an Apple Inc. device during the second half of last year, while 6.56% were opened on a device running Google Inc.’s Android mobile operating system. - Knotice "41% of Marketing E-mails are Opened on Mobile Devices" (2013)

90% of marketers own smartphones, while only 51% of consumers do. - ExactTarget "Marketers from Mars" (2013)

eMarketer estimates the mobile internet audience will reach 115.8 million by year’s end, comprising 38.5% of the population. By 2016, that number will increase to 60.5%. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

Knotice found 86.64% of US emails were opened on a desktop or laptop computer in Q4 2010, compared to 13.36% of communications opened on mobile devices. But by H2 2011, the portion of emails opened on mobile devices had jumped to 27.39%. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

BlueHornet found 51.7% of US email users either somewhat or extremely likely to buy a product or service from an email read on their mobile device. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

Placecast found 20% of US smartphone owners had already made a purchase from their mobile device based on an email they had received from a merchant. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

According to a BlueHornet study, 69.7% who received a non-optimized mobile email deleted it and 18% unsubscribed in response to one. Just 17.7% saved a non-optimized mobile email for the desktop. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

According to Prosper Mobile Insights, its June 2012 study showed 51.1% of US smartphone or tablet owners viewed email only on these mobile devices. This was more common among females (57.3%) than males (44.4%). - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

A BlueHornet study found that 75.4% of US email users said a poorly designed email negatively affected their perception of a brand. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

1 in 4 consumers who didn't shop on their mobile device in 2012 plans increased usage of apps for shopping in 2013. - Adobe "2013 Digital Publishing Report: Retail Apps & Buying Habits" (2013)

64.1% do not optimize email landing pages for specific devices; 28.3% optimize email landing pages for multiple devices - Marketing Sherpa "2012 Email Marketing Benchmark Report" (2012)

44 % of total opens occur on mobile devices - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

More than 50 percent of email marketers currently optimize or plan to optimize emails for mobile viewers - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

For the third year, desktop email software usage continued to decline, while mobile email usage increased to 17%. - Informz "2012 Association Email Marketing Benchmark Report" (2012)

Subscribers are opening emails more and more on mobile devices; meanwhile messages opened on webmail clients represented an ever smaller share, dipping to 20% at the end of 2012. - Return Path "Email Intelligence Report Q4 2012" (2012)

Mobile open share has increased 300 percent since 2010. - Return Path "Email Mostly Mobile" (2012)

Four out of 10 emails sent are being read on a mobile device. - Return Path "Email Mostly Mobile" (2012)

Mobile usage is greatest among the retail (40 percent), consumer product (40 percent) and real estate (38 percent) industries. - Return Path "Email Mostly Mobile" (2012)

Leading ecommerce websites receive 3.31% of their total visits from smartphones running Android, up from 1.76% last year and an increase of 85% in total shopping sessions. These same websites receive 5.41% of their traffic from iPhones compared to 2.45% a year earlier, an increase of 117% in total shopping sessions over the same time period. - Monetate "Ecommerce Quarterly EQ2 2012" (2012)

More than a third of email marketing companies have no strategy in place for email on mobile devices. - Econsultancy "Email Marketing Census 2012" (2012)

85% of mobile consumers use their phone while shopping in-store. This represents a 33% increase from Q4 2011, when less than two-thirds used their mobile device while in-store. - JiWire "Mobile Audience Insights Report Q3 2012" (2012)

66% of consumers are willing to make mobile purchases of $50 or more, compared to 53% in Q3 2011. - JiWire "Mobile Audience Insights Report Q3 2012" (2012)

45% of US businesses are conducting some form of mobile marketing, with mobile websites (70%), mobile applications (55%), and QR codes (49%) being the most common tactics. - StrongMail "Mobile Marketing Survey 2012" (2012)

According to those surveyed, the top three objectives for mobile marketing include increasing sales, improving customer service/convenience, and increasing brand awareness. - StrongMail "Mobile Marketing Survey 2012" (2012)

57% of those surveyed have not integrated their email marketing and mobile marketing programs. - StrongMail "Mobile Marketing Survey 2012" (2012)

58% of those surveyed have mobile optimized email templates. - StrongMail "Mobile Marketing Survey 2012" (2012)

77% of surveyors plan to optimize their email marketing templates for mobile viewing in the next 12 months. - StrongMail "Mobile Marketing Survey 2012" (2012)

The top driver for opt in to mobile marketing messages is providing special offers or discounts (18% of the vote), almost four times the following category of "an offer of money or credit for my mobile number". - Centre for Digital Marketing Excellence "US Consumers Opt In to Mobile Marketing Messages" (2012)

If an email received on a mobile device does not link properly to a pre-downloaded mobile app, or a funcational mobile website, over 60% of consumers would delete it or forget it. - Centre for Digital Marketing Excellence "US Consumers Opt In to Mobile Marketing Messages" (2012)

Smartphone penetration has risen to 44% of the population in Q1 2012, up from 31% in Q1 2011. - Think with Google "Our Mobile Planet: United States" (2012)

73% access emailing on their smartphones at least once a day. - Think with Google "Our Mobile Planet: United States" (2012)

In September 2012, 38% of all email opens were on a mobile device, compared to only 17% eighteen months prior--that's a 123% increase in mobile opens. - Litmus "Email Analytics" (2012)

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56% of smart-phone users say that email marketing has become more relevant in the last 12 months, compared with only 29% of feature-phone users sighting increased relevance. - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

34% of consumers now check email on their mobile device at least once a day; 21% of consumers say that they check email on their mobile device more than once a day. - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

66% of 18-24 year olds say they check email on mobile devices more than once a day. - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

The top consumer mobile email messages preferred: special offers (27%), promotions/vouchers redeemable from mobile devices (21%) and real-time updates on tracking deliveries (21%). - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

Only 20% of consumers say that reading emails on mobile devices is as easy as doing so on PCs. - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

57% of smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email. - ExactTarget "Subscribers, Fans, and Followers: Mobile Dependence Day" (June 2011)

78% of mobile email users are also regular users of social networking sites. - Merkle "View From the Digital Inbox 2011" (2011)

43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. - Merkle "View From the Digital Inbox 2011" (2011)

55% of those with an Internet-enabled mobile phone use it to check their personal email account. - Merkle "View From the Digital Inbox 2011" (2011)

13.36% of emails are opened by a mobile operating system or device. - Knotice (2011)

8.74% of emails are opened on an iPhone, compared to 2% on an iPad, 1.9% on an Android, and 0.15% on a Blackberry. - Knotice (2011)

25% of Australian Small and Medium Sized Enterprises are using mobile email as of June 2010, Mobile email also has the highest increase between June 2009 - June 2010 with a 47% increase. - The Australian Communications and Media Authority (2010)

85% of smartphone users check their email on their smartphones (e.g. read the subject line and from address), and 82% actually read their email on their smartphone. - ExactTarget (2009)

Only 31.6% of US marketers said having an optimized mobile marketing experience for customers is important. - eROI "The Current State of Social, Mobile, & Email Integration" (2010)

45 percent of mobile users stated the best time for companies to send e-mail is only when it is necessary as compared to 39 percent of their non-mobile peers. e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

US mobile-commerce revenues are expected to double in 2010, reaching $2.4 billion. -Coda Research Consultancy (2010)

35% of US Web-enabled mobile phone owners said they had participated in some form of mobile shopping in the past year, such as browsing or researching but not necessarily purchasing products. -PriceGrabber.com "Smartphone Shopping Behavior" (2010)

Across all age groups, Internet users are at least three times as likely to research or compare prices on their phones as they are to make a purchase. -PriceGrabber.com "Smartphone Shopping Behavior" (2010)

Among mobile buyers, the top purchases made with a web-enabled phone are digital content for phones (61%) and consumer electronics(57%). - PriceGrabber.com"Smartphone Shopping Behavior" (2010)

22% of US marketers surveyed said that mobile marketing is "very important" to their overall marketing strategy; 26% said "important"; and 28% said "somewhat important." Only 8 percent said mobile marketing is "not important." -R2integrated "Mobile Media Survey" (2010)

Quantifying the return on investment is considered the most critical area of improvement for planned mobile marketing campaigns among 43% of respondents. -R2integrated "Mobile Media Survey" (2010)

When asked to rate the importance of mobile platforms, 59% of respondents said the iPhone and 40% said the BlackBerry were "very important"; only 7% thought that Android was a "very important" platform. -R2integrated "Mobile Media Survey" (2010)

49% of US marketers said an increase in the number of customers would measure a successful mobile marketing campaign. -R2integrated "Mobile Media Survey" (2010)

17% of respondents use their mobile phone to purchase applications, ringtones and other content. - Mobile Marketing Association "May 2010 U.S. Mobile Consumer Briefing" (2010)

56% of mobile content purchases were made through a carrier, and 43% used a bank or credit card account for payment. - Mobile Marketing Association "May 2010 U.S. Mobile Consumer Briefing" (2010)

Across all categories of transaction types, most respondents considered m-commerce to be "secure and trustworthy." - Mobile Marketing Association "May 2010 U.S. Mobile Consumer Briefing" (2010)

Most users of public Wi-Fi services have downloaded at least 10 smartphone apps, and about two-thirds spend more than 30 minutes a day using the applications. - JiWire "Mobile Audience Insights Report Q1 2010" (2010)

38% of respondents said they are more likely to click on a mobile ad that is tailored to their specific location, while 46% said it does not make a difference. - JiWire "Mobile Audience Insights Report Q1 2010" (2010)

7% of consumers currently use their mobile phones while in the store to perform the following food-shopping activities:
  • 53% compare prices
  • 44% get/redeem coupons/discounts
  • 28% get nutritional information
  • 22% read product reviews
  • 22% visit the food company's website for information

  • -Deloitte "2010 Consumer Food Safety Survey" (2010)
13.4% of mobile subscribers use the Web via a mobile device at least monthly. - eMarketer (2010)

More than 1 billion consumers will be accessing email on their mobile phones by the year 2013. This is compared to fewer than 200 million in 2009. -The Radicati Group (2010)

There were more than 267 million mobile phone users in the US for the third quarter of 2008 - a 6% increase over the fourth quarter of 2007, which saw 251 million users.- DMNews (2009)

Only 18 million Americans (13% of the broadband population aged 13 and above) access the mobile Internet. This is compared to 102 million Chinese consumers using the mobile web (42% of the Chinese broadband population aged 13 and above). Netpop "Netpop Pocket: Growing the Mobile Marketplace" (2009)

21% of mobile marketing responders indicated that they respond to three or more offers per month. -DMA "Mobile Marketing: Consumer Perspectives" (2008)

Portals, email, weather, news/politics and search were the top five most visited categories by mobile users, with business/finance growing the most steadily. -Nielsen Mobile (2008)

52 percent of mobile phone owners access the same email account across multiple devices (PC, laptop, mobile phone, etc.), while 48 percent have a distinct email account for mobile-only email. -ExactTarget "2008 Channel Preference Survey"(2008)

Only 9% of those surveyed preferred getting marketing messages via SMS (text) instead of email. -ExactTarget "2008 Channel Preference Survey" (2008)

39 percent of handheld email users are less likely to read commercial email such as newsletters and promotions on a mobile device. That's about 2.3 out of five users. -ExactTarget (2007)

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