Campaign Monitor acquires enterprise marketing technology solutions Sailthru, Liveclicker

Campaign Monitor announced Tuesday it has acquired two enterprise-level automated email marketing platforms: Sailthru and Liveclicker. Sailthru is a cross-channel marketing platform, and Liveclicker delivers personalized, real-time email marketing solutions. The companies, along with Delivra and Emma, comprise the newly named CM Group.

The deal. Financial details on the acquisitions were not disclosed, but CM Group said they will add nearly $60 million in revenue and 540 new customers to the company’s current client roster. Liveclicker customers include AT&T, Quicken Loans and TJX Companies. Sailthru counts Fortune 500 retailers such as TechStyle Fashion group and publishers such as Business Insider as customers.

“The CM Group vision is to be the most respected, fastest growing family of marketing technology companies in the world,” said CM Group CEO Wellford Dillard. “Sailthru and Liveclicker are extraordinary technologies capable of solving import marketing problems, and we will be making additional investments in the business to further accelerate their growth.”

CM Group’s acquisition of Liveclicker closed in July, 2018, and the acquisition of Sailthru was finalized in December, 2018. The company says both Liveclicker and Sailthru products and product roadmaps will remain in place as part of the CM Group’s brands.

The technology. In 2018, Campaign Monitor merged with Delivra and Emma to offer a more comprehensive email marketing automation platform. With the acquisition of Liveclicker and Sailthru, Campaign Monitor will be able to provide a vertically integrated email service provider strategy with cross-channel and personalization solutions.

“We strongly believe that real-time personalization made simple and scalable will drive the future of email marketing,” said Xavier Casanova, co-founder and CEO of Liveclicker. Liveclicker’s technology allows email marketers to send personalized, real-time messaging that includes geographically relevant content.

Using artificial intelligence and predictive analytics, Sailthru offers personalized solutions for enterprises across email, web and mobile channels.

Why you should care. Email marketing hit its 40th anniversary in 2018, proving the reports of its coming demise during the past five years have been greatly exaggerated. If anything, email marketing is advancing as enterprise platforms integrate AI and machine learning technology into legacy systems.

There have been a series of other acquisitions by leading tech companies to build out more expansive email marketing platforms, including Adobe’s acquisition of Marketo, Salesforce’s acquisition of Rebel, and Twilio’s acquisition of SendGrid.

With more companies competing to deliver integrated email marketing solutions, marketers should benefit from having a wider variety of solutions to meet their specific email needs.