Litmus Acquires Curated For Email Content Creation

Litmus announced the acquisition of Curated on Tuesday, extending the email testing company's services into the realm of email content creation.

The acquisition will soon add Curated’s content creation tools to the Litmus email testing and analytics platform. Curated allows marketers to adapt content from different channels, such as social media, into reusable content that can be published in an email newsletter. 

Curated optimizes and reduces the amount of time it takes to create an email, which is incredibly important to marketers crunched for time and looking to send out marketing as quickly as possible. The company helps marketers get more mileage from content, while still offering a consistent customer experience across channels. 

Paul Farnell, chief executive officer at Litmus, said the acquisition will help meet the challenge of bridging content strategy with email strategy in a conversation with Email Marketing Daily. “Great content can improve email marketing, but the challenger is connecting those two things,” says Farnell.

Based in Massachusetts and with an additional office in London, Litmus is a Web-based email testing and analytics platform that helps marketers render their emails for any screen. By integrating Curated’s content workflow and email creation solutions into the Litmus platform, marketers will soon have an all-in-one platform for email subscriber engagement. 

Dave Verwer, founder of Curated, says that he and his team will all be staying on board with Litmus post-acquisition. Curated will continue to work as a stand-alone product and users will see no interruption of services.

Farnell also confirms that Litmus will continue to invest in the Curated product post-acquisition. “Curated users wont see any changes, but over time we will build and integrate it with the Litmus platform,” says Farnell. Eventually that product integration will extend to Litmus’s existing ESP partners as well.

Farnell asserts that Litmus is ESP-agnostic, officially partnering with over 250 email service providers and with an additional open API to suite any company’s need. Curated will soon now be made available alongside common email service providers.

“Subscribers are your most valuable customers, and email marketing is the best channel to reach those,” says Farnell. “We want to make sure Litmus can support that across any channel or provider.”

Litmus has had a busy year, most recently announcing a major platform update that included interactive checklists to double check for content that could trigger spam alerts, such as broken links or missing content.

The company also announced $49 million in funding from Spectrum Equity in October 2015. Curated marks Litmus’ first acquisition post-funding, having also acquired email company PutsMail in 2014.  

No financial details of the Curated acquisition were disclosed. 

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