ActiveCampaign Buys Expand Personalization Offer

Customer Experience automation specialist ActiveCampaign has acquired transactional e-mail provider Postmark and e-mail authentication and monitoring service DMARC Digests, to help its users target and personalize their messaging. Terms were not disclosed.

Postmark provides e-mail services relating to transactions such as order confirmations and billing notifications, and the actions and updates that occur when consumers interact with a business's platform or product, as well as sales and marketing messages. DMARC Digests fixes authentication issues that prevent e-mails from reaching the inbox, and it can be used to identify people using a firm's domain to send fake e-mails. The two firms, which were previously owned by software company Wildbit, join ActiveCampaign, which helps businesses engage with their customers through more than 500 pre-built automations for use in segmentation and personalization initiatives across social media, e-mail, messaging, chat and text.

Through the deal, ActiveCampaign will unify all messages, regardless of communication type, to bring together separate conversations coming from marketing, sales, and transactional events. ActiveCampaign users will be able to send automated transactional e-mails, without needing to code; and customers will be able to understand all their customer data and gain a full picture of their communications.

Jason VandeBoom (pictured), founder and CEO of ActiveCampaign, comments: 'In integrating the ActiveCampaign and Postmark platforms, we'll be opening up the power of transactional e-mail to non-technical users by allowing them to send transactional e-mails with automation, rather than custom coding and APIs. This is a true game-changer for the market. Just as important to note, this has been one of our most requested features by our customers, and will help retain, attract and grow usage.'

Web sites: www.activecampaign.com and www.wildbit.com .