Targeted Buy: Emailvision Acquires smartFOCUS

Email service provider Emailvision on Tuesday announced the acquisition of marketing software provider smartFOCUS.

Key to the deal was smartFOCUS' customer intelligence product, which was designed to help marketers execute targeted campaigns with higher response rates.

"Our clients will now have the best of both worlds by bringing together campaign management software [with] customer intelligence," said Nick Heys, CEO of Emailvision.

Founded in 1999, Emailvision now claims to deliver more than 4 billion email messages per month on behalf of roughly 3,000 clients. With smartFOCUS, Emailvision now boasts about 600 employees worldwide.

Pursuing growth through acquisitions, Emailvision bought social media marketing firm ObjectiveMarketer in January. At the time, ObjectiveMarketer's software was being used by Cisco WebEx, Answers.com, BMW Motorrad and MINI Colombia.

In addition, Emailvision recently announced several strategic alliances to increase the interoperability of email and social marketing with CRM, ecommerce, Web analytics and other online marketing tools.

The partnership included CRM providers Salesforce.com, Microsoft Dynamics and SugarCRM; ecommerce platform providers Magento and Digital River; Web analytics providers Adobe Omniture, Webtrends, Coremetrics, AT Internet and comScore; and marketing software providers Bazaarvoice and Criteo.

As part of Emailvision's broader expansion plans, its headquarters are now being relocated from Paris, France to London, United Kingdom.

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