Their second acquisition in two months, email marketing firm Naviant is buying SweepsClub.com, Inc., a performance marketing and online loyalty solutions provider. SweepsClub.com will become the
performance marketing division of Naviant, complementing their other recent acquisitions including permission based email marketer eDirect and postal direct mail marketer Data One Marketing, Inc.
Performance marketing allows clients and marketers to pay a lower up-front cost for the program, but also pay a fee on the backend when specific business goals are achieved.